When we think about Caterpillar products, the first thing that usually comes to mind is large machines such as excavators and tractors that are used not by consumers, but by businesses. And, since the company’s target market is business, why would it be a benefit to develop a user-oriented viral video? Why indeed – mostly because it is a unique way to show the equipment in an interesting way that everyone can understand.
In a recent video, the company shows a large-scale version of Jenga, pitting five of its machines against a giant stack of massive, 600 pound wood blocks, challenging the operators to reposition the blocks one at a time without causing the structure to topple to the ground!
Watch the video and discuss how this innovative campaign can capture awareness and sales. Watch out below!
Group Activities and Discussion Questions:
- Show the videos from Caterpillar: http://youtu.be/DWc8dUl7Xfo (Jenga) and
http://youtu.be/mVPku-xItv8 (phone smash).
- While the buying process may vary for different products and target markets, the basic process remains the same: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior.
- Discuss the buying process used by companies to purchase expensive business goods. What are the additional elements in the process?
- For Caterpillar product, have students work on the actions taken in each of the steps. What is the process for buying Caterpillar equipment? How else can the product be promoted?
- Debrief the exercise.
Source: Ad Age Daily, Brandchannel.com