Driving Backhoe and TeleSkid Sales: JCB North America's More2Offer Campaign
About the client
JCB North America is a leading manufacturer of construction equipment, including a wide range of heavy machinery for various industries. Their products, such as backhoes and Teleskids, are critical for operations in construction, agriculture, and more.
The Scenario
JCB North America faced the challenge of energizing retail sales for their flagship products, Backhoes and TeleSkids, in a market historically dependent on in-person dealer networks. They wanted to explore how digital could drive direct demand generation, create measurable awareness, and ultimately move inventory faster. However, without an existing sales funnel or campaign infrastructure in place, the brand needed a full-funnel approach that could spark consideration and drive qualified bookings, starting from scratch.
The Problem
JCB North America aimed to boost sales and bookings for their high-value Backhoe and TeleSkid products. A significant challenge was the lack of an established lead generation campaign specifically designed to drive retail sales. Historically, there was no sales funnel or data from dealers to effectively convert interest into qualified leads. This meant they needed a targeted approach to attract customers at the top of the funnel (TOF) and guide them towards booking demonstrations and ultimately, making a purchase.
The Solution
From Zero to Full Funnel: A Structured Campaign That Converted Awareness into Equipment Sales
Ayruz executed a strategic "More to Offer" digital advertising campaign for JCB North America, specifically focusing on Top of Funnel (TOF) messaging to generate bookings. The campaign's incentive, featuring 0% financing for 60 months and up to a $5,000 rebate, was developed by JCB. Ayruz's role was to effectively leverage this offer to drive engagement and sales.
Our solution involved:
- Targeted Digital Advertising Execution Across Funnel Stages: We managed and implemented digital advertising campaigns to reach potential customers at various stages of their buying journey.
- Top of the Funnel (TOF): Facebook and Google were primarily utilized for initial advertising campaigns to create broad awareness about the "More to Offer" incentive and JCB's Backhoe and TeleSkid products.
- Middle of the Funnel (MOF): This stage was managed through strategic retargeting efforts, re-engaging users who had shown initial interest.
- Bottom of the Funnel (BOF): This final stage involved a combination of retargeting and email campaigns, designed to convert highly interested prospects into actual bookings and sales.
- Sales Funnel Development: A structured sales funnel was created to convert initial interest into tangible inquiries and demo bookings.
- TOF Messaging Deployment: All campaign messaging was tailored for Top of Funnel engagement, building awareness and driving consideration for JCB's Backhoe and TeleSkid products, incorporating the existing offer.
- Strategic Rebate & Financing Promotion: We prominently featured JCB's attractive 0% for 60 months financing and up to $5,000 rebate to incentivize action and differentiate their offering in the market.
- Measurement & Reporting: Robust analytics and reporting mechanisms were put in place to track campaign performance and sales realized.
- Pilot and Scale Strategy Execution: The campaign was initially piloted to test effectiveness and refined for broader scalability across five states.
Key Results
Significant Sales Growth
Demonstrated Funnel Effectiveness
Quantifiable Revenue Opportunity
Hear From Those Who Worked With Us.
"Ayruz helped us focus on the best paths to market for increasing our social media presence and we were able to measure our programs and quantify revenue opportunity and sales realized. They are one of the best in the industry and I have utilized them and every company that I have worked at. A hidden gem and worth the investment."
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"Ayruz's understanding of user behavior and targeting precision helped us drive real conversions, not just traffic. The $7 acquisition cost was a breakthrough for us."
"Sanil and his team make a difference in our daily job. They are always available, with practical and consistent solutions and orientations. It is undeniable the expertise and professionalism of the team."
"Great experience with Ayruz’s team. Challenging projects developed in a very short time with high quality level. Indeed one of the best companies in the market."
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