Case Study: JCB boosts dealer engagement and leads with Swanson Russell's Get Your Grill On campaign

JCB drives a 70th-anniversary grill-out promotion with Swanson Russell

Swanson Russell partnered with JCB, a construction equipment manufacturer, to address the challenge of generating leads and building a stronger connection with dealers' customers. The goal was to move beyond simply promoting JCB's innovative equipment, like their single-arm boom, and create a campaign that offered tangible value to the end-users.

The solution was the geographically-targeted "Get Your Grill On" tailgating promotion. Swanson Russell created a comprehensive campaign that equipped dealers with a playbook, memorable advertising, promotional items, and a dedicated landing page for lead generation. By offering enticing prizes, including a catered tailgate party, the campaign successfully engaged contractors. Swanson Russell effectively turned dealers into campaign coaches, driving interest and generating valuable leads for JCB.

JCB