Getting down and dirty in the details of a program is nothing new to any meeting industry professional but literally getting down and dirty is a different matter altogether. Just ask Kenneth Jones, managing director and founder of Atlanta-based dynami group, who was asked by heavy-equipment manufacturer Doosan Infracore American Corp. to create a grand-scale, pseudo sandbox for its dealers to test drive two new models. Imagine adult-sized Tonka trucks and a wide-open field of loose dirt.
“They were rolling out their DL wheel loader and the DX excavator, and wanted us to create an environment for their dealers to climb in and test-drive the equipment,” Jones says. “It was important to them to take the equipment to the dealers vs. doing the opposite. Plus, they wanted to do a demo in a natural setting.”
Identifying demo sites was the most challenging aspect of the program since Doosan Infracore needed a nearby hotel block of 100 to 200 rooms for each location.
Ultimately, Doosan Infracore settled on Fort Worth, Charlotte and Trenton. Jones’ dynami team coordinated the three-city road tour, including the securing of local permits for land areas where dealers could work the vehicles, push dirt around, and simulate a real-world, earth-moving experience.
“We took as much as we could out of Atlanta; tenting with floors, A-V equipment, POS banners, staking, you name it,” Jones says. “We rented restroom facilities, HVAC systems, arranged catering, security, local transportation, the whole thing. We used smaller tents for breakout sessions and did general sessions in the larger tent.”
“The whole program was very successful and helped Doosan Infracore enhance their relationship with dealers across the country,” Jones says.
“This is the first time this company had ever done anything like this but they recognized the need to do something out-of-the-ordinary,” he adds. “They definitely saw the value because their market share is rising steadily. It was a challenging program but a lot of fun once we got everything settled.”
Information compiled by Pete Foley, director of creative services at Access Meetings & Events. Read more about Dream Meetings in the latest edition of Plan Your Meetings magazine. Sign up for your free subscription here.