- Dealer Success
When Superior Industries and Kimball Equipment came together to host an open house at Gila River Sand & Gravel's new wash plant, it wasn't just another industry event. Instead, it was a strategic showcase that changed how we think of engaging with customers at working operations.
The idea emerged during a casual conversation at MINEXPO International last fall. Seated comfortably on the imitation leather furniture rented for Superior's booth were Mary Erholtz, Superior's VP of Marketing; Todd Uphoff, Director of Technical Solutions at Kimball; and Scott Wetherbee, the plant manager at the soon-to-be-commissioned Black Water plant, which was sold by Kimball and designed and built by Superior's construction management team.
"Someone brought up a competitor's open house at a producer's site near Salt Lake City," said Erholtz. "Scott quickly responded, suggesting his company's new 1,000-ton-per-hour wash plant could far surpass that event."
Perhaps the most challenging aspect of planning an event like this is securing customer approval. Fortunately, with Scott championing the idea, we gained early customer buy-in.
This discussion set the stage for a few months of planning with a quick turnaround.
Dealer Relations Drive Attendance
Superior’s marketing team created invitations and promotional materials, emphasizing the unique capabilities of the Black Water plant.
"We developed a narrative around the plant’s high-capacity production, showcasing it as the highest capacity wash plant in the Southwest," Erholtz explained. "That was an incredible hook!"
Meanwhile, Kimball’s sales team personally reached out to potential attendees. Experience proves time and again that while marketing materials are required to legitimize an event, it's the dealer relationships and their personal invitations that get boots through the doors.
"We figure about 60% of the 150 or so attendees that came were a result of a personal invitation from a Kimball territory manager," Uphoff said.
In addition to the personalized outreach effort, Superior developed emails, press releases, and an event webpage that included registration.
Low Cost and High Engagement
Organizing the open house tour also proved to be cost-effective, with total expenses amounting to about $12,000 (not including employee travel). That's a fraction of the costs associated with traditional events like trade shows.
Here's a breakdown of the expense items:
- Donuts and coffee
- Water, soda and ice
- Catered lunch
- Tent, tables and chairs
- Promotional giveaways
Uphoff also pointed out the unique advantages of a dedicated open house tour over participating in traditional events.
"At a trade show, attendees are pulled in multiple directions by numerous exhibitors and flashy attractions," he explained. "In contrast, our event provided a focused setting, allowing for deeper interactions and a more personalized experience. They came to see us and only us!"
Opportunities for Other Dealers
The feedback from attendees was overwhelmingly positive, with many expressing appreciation for the opportunity to see the equipment in action.
"Seeing is believing, and for many, this event turned curiosity into genuine interest," Uphoff noted. "We already have several follow-up opportunities."
Encouraged by the positive feedback, Superior is ready to apply what they've learned for future showcase plant tours.
"We set a new standard for how we can engage with prospects," Erholtz said. "It’s a model we believe can be replicated successfully with other dealers who want it!"