This looks like a very creative way to engage your client and to help them generate some sales while having a lot of fun.
Apparently, car dealers aren’t alone in finding creative ways to set up test drives. Now construction equipment dealers are joining the fun.
Winners of the recent “Eat My Dust” Sweepstakes, sponsored by Caterpillar dealers in the southwest, not only won a NASCAR race weekend at Fontana (CA) Speedway in February – they tested a new Cat tractor by using the machine to actually build their own dirt race track. Once completed, participants raced around the dirt track in dune buggies.
“What a cool way to demo a new machine,” exclaimed Monty Fross, owner of Rocks ‘N Stuff, of Stockton, CA. “When it came time to race the dune buggy, I drove it to win. And I did.” In addition to bragging rights, Fross got to lead a parade lap around Fontana (CA) Speedway prior to the start of the NASCAR Auto Club 500 – from inside the new Cat tractor. “I had a blast waving and honking at all the kids as I circled the track,” said Fross.
The event was created by Rhea & Kaiser Marketing Communications for its Cat dealer clients. The promotion helped launch a new product, the Cat 414E Industrial Loader, to contractors within seven Cat dealer territories, explains Fred Nichols, management supervisor for Rhea & Kaiser.
The picture is of one winner in the Caterpillar “Eat My Dust” Sweepstakes preparing to race around a dirt track created by various test drives of the new Cat 414E Industrial Loader, behind.