Challenge

With an exceptional product, loyal customers and dealers, and an open mind, SmithCo was ready to pursue its growth potential. But where to start? With Iowa State University, they turned to SCG to learn what customers and dealers considered most important and how SmithCo performed—building the bridge to an effective strategy.

Strategy

With a high-tide mindset, focus was set on growing the side dump category by stealing share from all trailer types. Research revealed the right messaging, and a content strategy was created to answer the question, “why buy a side dump?” A new website, learning center, sales support, advertising, and trade shows were integrated into a useful tactical plan. As these tactics parlay success, the content shifts to answer a new question, "why buy a SmithCo?"

Results

Sound strategy executed with compelling creative and a top-notch sales process has kept SmithCo on a roll. Interest in their trailers is building across the country, and SmithCo side dumps command the highest resale value across competitors. Their 30 years of success was recently profiled in a cover story for Trailer Body Builders.