High Turnout for Independent Action
The movie Field of Dreams and its famed line, "Build it and they will come," has led many astray in their business marketing efforts. Some companies think all they have to do is build good machines or offer the widest selection of equipment and the customers and orders will just roll in. Long lost by many today are the relationship building efforts and blood, sweat and tears that go into earning a customer's business.
Fortunately, this is not the case with Wacker Neuson and its many dealers, including Action Equipment Rental of Las Cruces, New Mexico. As the only independently owned equipment rental company in the southern New Mexico market, Action has put in long hours with its customers and earned that reputation for building relationships and delivering what is promised. "In this business, there's no question that relationships and brand name are vital to our success," says Joseph Muench, president of Action Equipment Rental, which operates five rental locations in New Mexico.
With this philosophy, it was only natural for Paul Rogers, Pacific regional manager for Wacker Neuson, to plan Action as a stop on the Trowel Challenge dealer tour. Even though the scheduled January 11 event wouldn't be until after the drawing for the Trowel Challenge's free Las Vegas airfare/hotel prize package, Action saw this as an opportunity to show its customers a little bit of southern New Mexico hospitality.
Action heavily pre-promoted the Trowel Challenge tour stop to ensure its success. All five branches sent out fliers and mailers starting in December, and the corporate office contributed with statement stuffers. On January 11, Action employees were on the phones, reminding customers of the day's event.
Their efforts were reflected in the phenomenal results. "Action put on a top-class event," says Rogers. "It was very well run and attended."
With the cool New Mexico January temperatures, Action held the event in a heated tent taken from its event and party business inventory. There were six different Wacker stations for contractors to visit and receive product information, including ones for compaction, concrete, generators, pumps and the new rebar tier.
 | And, of course on center stage, the sixth station was dedicated to the Trowel Challenge grand prize customized CRT 48-35VX ride-on trowel, powered by Vanguard. "Every10 minutes we would fire it up, and the engine's 125 dBA drew a crowd and got the testosterone flowing," comments Muench. That day, Action gave away a lot of food and prizes to its customers. Every contractor was given a card that was punched at each station visited.Once there were at least four punches on the card, the contractor could spin the prize wheel for items ranging from hats to Wacker Neuson concrete boots to power tools. "At the end of the contractor day,Action gave away its grand prize, a Wacker Neuson EHB 7 M hammer drill," mentions Rogers. |
| Paul Rogers (l) and Joseph Meunch (r) |
Now that's what I call a true Trowel Challenge success story.
TROWELMASTER
P.S. - Action's contractor day was just one of more than 30 dealer events spanning from November to January. Check out this video taken at the R & J Construction Supply Trowel Challenge dealer event in November.
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