Positioning & Lead Generation - Jungheinrich

Throughout North America, warehouse operators are looking at their carbon footprint and turning to more high performance, energy-efficient lift trucks.  Since Jungheinrich’s electric (AC) lift trucks are particularly well-suited to this ‘green’ buyer; they needed to get the story out.

Challenge

Engage potential ‘green’ customers with the particular value of Jungheinrich AC (electric) lift trucks so they recognize their high performance, cost- and energy-efficiency for the warehouse.

Solution

We launched Jungheinrich’s “Run Greener” campaign at ProMat – an industry-leading material handling show.  First, we developed a “Run Greener” microsite on Modern Materials Handling Magazine’s Industry Leaders Website that was jam-packed with information.  Key components of the microsite included a Jungheinrich AC vs. IC white paper detailing the energy and cost savings of AC vehicles vs. internal combustion/IC vehicles and a TCO Tool that allowed users to calculate potential energy savings using their own fuel, operations and energy efficiency data.  We developed brochures that overviewed the tax savings offered by certain states for lowering their carbon footprint, and we populated the site with a wealth of electric lift truck information, including case study/testimonial-type reports.  To bring potential buyers to the site, we ran a series of animated online ads in Modern Materials Handling, forkliftaction.com and Material Handling Product News Magazines – resulting in 12,919 click-throughs at $5.25 per click (CPC).

To heighten Jungheinrich’s ‘green’ profile prior to and during the Show, we added a full-page ad in Material Handling Management Magazine to the advertising mix.  We also placed “Run Greener”’ product releases in the Show’s online preview and all available trade magazine show previews.

At the Show, we placed large, colorful “Run Greener” graphics throughout the booth, Jungheinrich personnel gave qualified buyers a “Run Greener” brochure that highlighted the capabilities of their energy-efficient electric lift trucks, and we staged a press conference. This well-attended press event lead to three feature articles and numerous Jungheinrich product appearances in the logistics/material handling trade press.