CHALLENGE
JLG Industries, Inc., one of the world’s leading designers and manufacturers of construction lifts, needed to generate greater brand awareness in Latin America for the world’s largest lifts. To support sales, The Conroy Martinez Group conducts an ongoing bilingual, multi-pronged approach to the PR, Marketing and Advertising in Latin America. There is a lot of competition in Latin America in this category. So, to distinguish JLG to a pertinent target market- several countries in Latam- we created a media event surrounding the purchase of one of JLG’s newest lift products at the Port of Altamira, a key JLG customer.
STRATEGY
The Conroy Martinez Group leveraged our Latin American media contacts to create a very successful public relations and publicity opportunity for JLG throughout Latin America. We reached out to all the important editors in the key countries that JLG has a presence—Mexico, Brazil, Argentina and throughout Latin America-- introducing JLG to their publications one on one. We participated in key trade shows throughout the region, maximizing the media efforts; investigated advertorial and advertising opportunities; and wrote and distributed a newsletter with the latest products and services throughout the region. All efforts were and are consistently focused on positioning JLG as a leader in the industry by showcasing all new products and services they offer in the region.
RESULTS
The consistent B2B media coverage continues to raise the brand among JLG’s target audience reaching almost half a million readers and viewers each year. The agency works hard to support real estate and construction industry sales. For just one media event launching a new product, Conroy Martinez Group secured a total of 26 media placements with an estimated audience reach of over 450,000. JLG Industries was featured on the cover with a two-page story in “La Red De Altamira,” the main daily newspaper in Altamira. JLG was also published in the top three Latin American regional trade publications. Additional media coverage was also secured in daily newspapers in Tamaulipas, Mexico. The story was featured across a variety of online publications and social media.
Throughout the region, the agency continues to find new opportunities to expand the reach and positioning of JLG throughout Latin America.