Putting trade media in the driver’s seat

Komatsu, the world’s second largest manufacturer of construction and mining equipment wanted to showcase its latest construction and utility machinery range to the people most likely to influence purchasing decisions. Rather than relying solely on product announcements, the objective was to generate trusted, in-depth editorial coverage through specialist trade media that reaches equipment owners, operators, contractors and industry decision-makers.

We developed and delivered a dedicated trade media day as part of Komatsu’s Boots On event, where industry journalists were invited to experience new machinery firsthand through live demonstrations, product walkarounds and interviews with Komatsu’s technical experts.

In the lead up to the day, we worked with journalists to brief them on what to expect and understand what else they might want to get out of the day, including key people available for interview and key products being featured at the event – some making their Australian debut. We managed the media on the ground, facilitated interviews and test drives, as well as post-event follow-up, ensuring media had everything they needed to create a suite of content across online, print and social.

The event resulted in coverage across print, online and social – including full machine walkarounds on YouTube and social Q&As with product experts – with the coverage all reaching Komatsu’s key customer demographics across construction and utility, making a big buzz.

Results

• Eight media interviews conducted
• Over 15 articles published
• Featured in nearly a dozen media outlets across Australia and New Zealand.