A. Genie® XC™ Kits: As a manufacturer of aerial lift equipment, Genie, a Terex brand, had to respond to the new Canadian (2018) and North American (2019) government standards changing in two ways. First, the company had to redesign its product line to accommodate the new required technology and functionality. As a result of the changing standards, Genie introduced a new line of boom models, the Genie® Xtra Capacity™ (XC) lifts. Genie XC™ boom lifts offer the new required technology, as well as additional new features.
As part of this education campaign, we developed a fun interactive kit—the XC Kit—as way to communicate the simplicity and special features of this new boom line, as well as the upcoming changes in the industry. The first round of XC kits was distributed to each sales reps top 15 customers. We sent additional kits to sales reps for their personal sales calls. The XC kits tactic has been part of the overall education campaign for 2017 and early 2018.
Through our focus meetings with sales staff and Customers, we realized that we needed to create something that would capture attention for an extended period of time, longer than advertisement or a brochure would. We wanted to develop something that would keep participants engaged in the process; as well as would spur additional conversations once the process of putting the puzzle together was complete. So we decided to develop a direct-mail kit.
The kit would help communicate the full Genie® XC™ boom family message. It was designed to show our customers why Genie XC booms would be the solution to the new government standards. The kit was engineered to contain all the pieces in one box. We made the cover of the box very exciting featuring all the new aspects that made up an XC boom lift. The cover also flipped open to pop-up. The pop-up engaged the customers further, making them intrigued to open the box and see what’s inside. The contents inside contained a tri-fold brochure, three infographic flyers, and a 3-D boom puzzle. We encourage users to put together the 3-D boom puzzle and post pictures on social media using the hashtag #BringYourHeavyTools.
