Case Study: Cat Auction Services achieves a successful brand launch and exceeds profitability goals with Neuger Communications Group

Cat Auction Services - Customer Case Study

Cat Auction Services, the new auction arm of several Cat® equipment dealers, entered a crowded heavy-equipment auction market dominated by a 50-year incumbent. Neuger Communications Group was brought in on a tight timeline to define the brand and create a unified look and voice, providing brand development, graphic design, and marketing communications.

Neuger Communications Group ran focus groups and interviews, completed a competitor analysis and communications audit, then executed integrated PR, direct mail, e‑campaigns, trade and general advertising, and collateral—creating the trademarked "Follow the New Leader" tagline and the Leaderboard® giant-screen video board. The program shifted market perception, stimulated auction activity, and helped Cat Auction Services far exceed its profitability goals despite deadline and budget pressures.

Cat Auction Services