Impress Customers with Your Awesomeness
Shippensburg in central Pennsylvania (ranked 27th in Norman Crampton’s book, The 100 Best Small Towns in America), is well known for its State University, but this rural community is also home to Volvo Construction Equipment’s North American Hub. And nothing about their operation in this small town is small. These guys think big, make big, deliver big. I’d say they “rock,” but they really “roll.”
Most car companies, and by extension their commercial fleets, are usually named after their founders. But not Volvo. The Swedish automaker went with the Latin word volvere, which means “to roll.” Given the weather conditions in Scandinavia, the choice seems brilliant. Customers would be attracted to a car that could perform in freezing temperatures and tackle unpredictable snow and uneven roads.
Build a car that rolls and they will come.
But the manufacturer took it one step further. They conjugated the verb volvere in the first person only. Hence Volvo, meaning, I roll. A brand with personality. Makes you smile.
I was fortunate to see the Construction Equipment operation up-close-and personal at a day-long event Volvo hosted for members of the National Demolition Association. These demolition contractors use specialized monster equipment to take down structures like office buildings and hotels, towers and bridges, manufacturing plants and stadiums, to make way for something new and better.
This was an important audience for Volvo. And they knew exactly what to do to ensure the day was memorable for the customers and prospects in attendance.
Bring in the Big Guns.
We started our day at Volvo’s brand new North American Customer Center, where some 6,000 customers, operators and dealers are expected to pass through annually. We were warmly greeted by the Director of Product Marketing and Communications who welcomed our group and then turned the program over to the President and CEO of Volvo’s Construction Equipment North American operation. His presentation was short, informal and informative. He made us feel like we were his sole priority for the day.
Showcase your products in a unique way.
When we moved to the outdoor bleacher section in the construction yard, we had a unique vantage point to inspect Volvo’s yellow and black line of mind blowing equipment. But the product didn’t just sit there idly. The (knowledgeable) Volvo MC summoned each piece, one at a time, so it could slowly roll into view while the operator demonstrated the innovative product features. It reminded me of a beauty pageant, where each “contestant” sashays up to the audience for closer inspection. It even had a “talent competition” of sorts. Watch me expand…extend…roll…grab…lift. Wow…!
Impart Insider Knowledge.
Is there anything more fun than seeing how things are made? Customers love it and nothing illustrates that better than a plant tour led by a knowledgeable guide. Volvo spent $40 million on the expansion of its manufacturing facility. The plant looked so pristine I wanted to bolt the tour and go home and clean out all of my closets and drawers. Efficient doesn’t even begin to describe it. It was a showcase for automation, innovation, excellence.
Brand (Up the Wazzu).
We knew who we were with. We were wearing Volvo lanyards...meandering in the Volvo Museum, offices and plant...watching a demonstration of Volvo’s telematics system (don’t even think about stealing a Volvo excavator…they will find you)...passing Volvo signage and promotional banners at every turn. We shopped in their Brand Store and left with a complimentary Volvo/National Demolition Association custom coffee mug.
I wonder what brand guests will think of first when they’re ready to buy demolition equipment…?
Anita Alvare (bio)/Alvare Associates/610-520-6140
National Demolition Association, Volvo Construction Equipment North America, Shippensburg, PA
