Vandergriff/Fuller

[clwill]

I'm fairly sure the car owners wouldn't care too much which particular arm of the business was being advertised so wouldn't it make sense for CAT and Snap On to promote the actual product on the car as opposed to recruitment or franchises. The CAT deal hasn't always been about recruitment has it? previous to last year the Snap On car was for Snap On tools, why not revert back to that status and push your product in a hard market...?

I assume the teams already have tried those avenues, and the only way they were able to get the deal closed was to show the demographics of the NHRA audience and sell it that way...

 

[tnitro2]

The product recognition angle is a valid thought, but I've had some conversations with corporation marketing exec's about that very same subject and the response I get is this. CAT and the CAT symbol is already one of the top 5 most recognizable corporate names in the WORLD! Right up there with Coca Cola, Walmart etc. If your promoting a start up or growing, fledgling company then yes, promote the BRAND NAME, but if every potential heavy equipment contractor and buyer already knows what your product is and are aware that you exist, Marketing is looking at different angles to justify the expenditure. The recruiting angle provided just that, in spades.

As for the Snap On decision, similar thing. Snap On's end user is the professional mechanic. The Dealership mechanic, the body shop technician, the independent shop owner and his tech's. Due to the economic situation, that market is shrinking. Only if they were able to sell to "Joe the DIY'er" would it behoove them to continue to throw their name out there to the general public. Franchise opportunities for ANY of the tool companies are big because they translate immediately to increased sales for the parent company. Its like opening new retail locations for merchandisers and restaurants, immediate gratification.