Leading with Education: Bosch's Product Launch Strategy at MATS
As a global technology leader, Bosch L.OS (Logistics Operating System) understands that introducing a sophisticated software platform requires more than a standard sales pitch – it requires education and trust. To connect with a high-level audience of fleet owners and managers, Bosch L.OS chose the Mid-America Trucking Show (MATS) as the venue for an innovative, thought-leadership-driven strategy. By creating a high-value, exclusive event, they bypassed the noise of the show floor to deliver their message with maximum impact, cementing their role as a key partner to the industry.
"Our Breakfast event at MATS was a great chance to get one on one with our customers and to be able to share useful industry knowledge about our product, to help them run their businesses more efficiently and generate more revenue."
Luke Hugel / President & Regional Business Responsible - Bosch Mobility Platform & Solutions
Challenge:
How does a technology company effectively attract a hard-to-reach audience of fleet owners and managers in order to engage them, so they can educate them about a complex software solution that is new to the marketplace?
Solution:
MATS event management team collaborated with Bosch L.OS to develop an exclusive event that would appeal to Bosch’s target attendee segments and provide an environment in which they could engage and educate them about their new complex product offering. To ensure only fleet owners and managers attended the breakfast event, show management developed segmented email campaigns and incorporated the event option within the registration process for MATS attendees who met Bosch’s criteria.
Results:
The educational breakfast was so successful it prompted Bosch to “go all in on MATS,” making it their biggest show of the year. The breakfast event nearly doubled in size in its second year, successfully launching the new RevX product to a targeted audience and solidifying Bosch’s reputation as a premier industry innovator and partner.
An Education-First Approach to Market Entry
Instead of a traditional booth, Bosch L.OS’s initial strategy at MATS was to host the educational breakfast to “see how we would be received.” The event was designed not as a sales pitch, but as an opportunity to “impart some knowledge and wisdom from our experts in the industry, to help them run their business better.” This education-first approach was a resounding success, establishing immediate credibility and fostering direct, one-on-one connections with fleet owners and managers. The positive reception was the catalyst for a massive strategic expansion the following year, turning MATS into their “biggest show of the year” with a major booth presence and high-visibility branding.
The educational breakfast was so successful it prompted Bosch to “go all in on MATS,” making it their biggest show of the year. The breakfast event nearly doubled in size in its second year, successfully launching the new RevX product to a targeted audience and solidifying Bosch’s reputation as a premier industry innovator and partner.
An Education-First Approach to Market Entry
Instead of a traditional booth, Bosch L.OS’s initial strategy at MATS was to host the educational breakfast to “see how we would be received.” The event was designed not as a sales pitch, but as an opportunity to “impart some knowledge and wisdom from our experts in the industry, to help them run their business better.” This education-first approach was a resounding success, establishing immediate credibility and fostering direct, one-on-one connections with fleet owners and managers. The positive reception was the catalyst for a massive strategic expansion the following year, turning MATS into their “biggest show of the year” with a major booth presence and high-visibility branding.
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The Premier Launchpad for New Technology
With a captive and engaged audience, the VIP breakfast became the perfect platform to launch new technology. “What we did this year at MATS is, we launched a dispatcher’s best friend. We call that RevX, and that dispatcher tool is what we wanted to bring to the market at MATS. So we launched here at our VIP breakfast,” Luke Hugel, President & Regional Business Responsible, Bosch Mobility Platform & Solutions explained. This strategy allowed Bosch L.OS to introduce its new product in a context of value and thought leadership. Following the breakfast, attendees were then directed to the new booth for a hands-on experience, allowing them to “see it, and feel it and touch it and, really see the importance and value of what we are bringing to the transportation industry.”
A Partnership That Enables Innovation
This unique, high-impact strategy was made possible by a deeply collaborative relationship with the MATS organization. Hugel emphasized that the VIP breakfast was an idea proposed by Bosch, to which the MATS team responded with a resounding “yes.” “They have been such a great partner for us to work with,” Hugel stated. “They are so collaborative when we’re bringing these new ideas… and they’re helping us execute that at a very professional level.” This partnership enabled Bosch L.OS to create a custom marketing experience “unlike any other transportation or trucking show in the U.S.,” proving that MATS is a flexible and innovative partner for its exhibitors.
Conclusion:
For Bosch L.OS, the Mid-America Trucking Show is a strategic partner that enables innovative, high-impact marketing. By leveraging a unique, education-driven event, they successfully reached a high-level audience, launched new technology with immediate credibility, and cemented their status as an industry thought leader. Their success proves that the value of MATS extends far beyond a traditional booth, offering a dynamic platform for companies willing to think differently and invest in genuine customer engagement.
With a captive and engaged audience, the VIP breakfast became the perfect platform to launch new technology. “What we did this year at MATS is, we launched a dispatcher’s best friend. We call that RevX, and that dispatcher tool is what we wanted to bring to the market at MATS. So we launched here at our VIP breakfast,” Luke Hugel, President & Regional Business Responsible, Bosch Mobility Platform & Solutions explained. This strategy allowed Bosch L.OS to introduce its new product in a context of value and thought leadership. Following the breakfast, attendees were then directed to the new booth for a hands-on experience, allowing them to “see it, and feel it and touch it and, really see the importance and value of what we are bringing to the transportation industry.”
A Partnership That Enables Innovation
This unique, high-impact strategy was made possible by a deeply collaborative relationship with the MATS organization. Hugel emphasized that the VIP breakfast was an idea proposed by Bosch, to which the MATS team responded with a resounding “yes.” “They have been such a great partner for us to work with,” Hugel stated. “They are so collaborative when we’re bringing these new ideas… and they’re helping us execute that at a very professional level.” This partnership enabled Bosch L.OS to create a custom marketing experience “unlike any other transportation or trucking show in the U.S.,” proving that MATS is a flexible and innovative partner for its exhibitors.
Conclusion:
For Bosch L.OS, the Mid-America Trucking Show is a strategic partner that enables innovative, high-impact marketing. By leveraging a unique, education-driven event, they successfully reached a high-level audience, launched new technology with immediate credibility, and cemented their status as an industry thought leader. Their success proves that the value of MATS extends far beyond a traditional booth, offering a dynamic platform for companies willing to think differently and invest in genuine customer engagement.
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