Where Real-World Feedback Drives Innovation and Builds Lasting Partnerships
For FASS Diesel Fuel Systems, a leader in high-performance fuel systems, success is measured by more than digital reach or sales figures. It’s defined by the reliability of their products on the road and the strength of their connection with the people who use them. In a crowded marketplace, MATS as a singularly focused event that allows them to cut through the digital clutter and achieve two of their most critical business objectives: gathering invaluable R&D feedback directly from end-users and building lasting customer relationships.
"MATS is what we would consider an anchor event. By anchor, I mean, it's a critical component of our year. Not only in terms of launching new products, but launching new products down the road."
Jake Hopkins / Marketing Director - FASS
Challenge:
In a competitive market with significant online noise, how does a company gather authentic, real-world product feedback to drive innovation while simultaneously building the deep, personal customer relationships necessary for long-term loyalty?
Solution:
FASS Diesel Fuel Systems leverages MATS as a cornerstone “anchor event” that serves a crucial dual purpose: acting as a live R&D test bed and providing an unparalleled platform for strengthening customer bonds.
In a competitive market with significant online noise, how does a company gather authentic, real-world product feedback to drive innovation while simultaneously building the deep, personal customer relationships necessary for long-term loyalty?
Solution:
FASS Diesel Fuel Systems leverages MATS as a cornerstone “anchor event” that serves a crucial dual purpose: acting as a live R&D test bed and providing an unparalleled platform for strengthening customer bonds.
Results:
At MATS, FASS Diesel Fuel Systems garners direct customer feedback that drives product innovation and builds lasting relationships. This generates a significant ROI on multiple levels, leading to smarter product development and stronger brand loyalty.
MATS as a Real-World R&D Test Bed
While FASS maintains a robust digital presence, they view MATS as an indispensable resource for product development. The show provides direct, unfiltered access to the real-world experiences of their most valuable focus group: owner-operators running FASS products for millions of miles.
“MATS is what we would consider an anchor event… not only in terms of launching new products… but launching new products down the road,” explains a Jake Hopkins. “We get a lot of feedback from our customers, so we find out if we’re working on a project… what direction might we take it according to what our real world, on the ground customers are actually telling us.”
This philosophy transforms their booth into a live innovation hub. “For us, we use this as an R&D test bed,” Jake continues. “We come back to our engineering department with a lot of feedback and we say…’Hey, we’re talking to these guys that are running trucks millions of miles out in the real world with our product, this is what they like and this is what they don’t like.’” This direct feedback loop between the user and the engineer is a powerful tool, allowing FASS to refine existing products and innovate based on genuine customer needs and evolving demands.
The Cornerstone of Customer Relationship Building Beyond product development, FASS understands that in-person connections are the bedrock of brand loyalty.
At MATS, FASS Diesel Fuel Systems garners direct customer feedback that drives product innovation and builds lasting relationships. This generates a significant ROI on multiple levels, leading to smarter product development and stronger brand loyalty.
MATS as a Real-World R&D Test Bed
While FASS maintains a robust digital presence, they view MATS as an indispensable resource for product development. The show provides direct, unfiltered access to the real-world experiences of their most valuable focus group: owner-operators running FASS products for millions of miles.
“MATS is what we would consider an anchor event… not only in terms of launching new products… but launching new products down the road,” explains a Jake Hopkins. “We get a lot of feedback from our customers, so we find out if we’re working on a project… what direction might we take it according to what our real world, on the ground customers are actually telling us.”
This philosophy transforms their booth into a live innovation hub. “For us, we use this as an R&D test bed,” Jake continues. “We come back to our engineering department with a lot of feedback and we say…’Hey, we’re talking to these guys that are running trucks millions of miles out in the real world with our product, this is what they like and this is what they don’t like.’” This direct feedback loop between the user and the engineer is a powerful tool, allowing FASS to refine existing products and innovate based on genuine customer needs and evolving demands.
The Cornerstone of Customer Relationship Building Beyond product development, FASS understands that in-person connections are the bedrock of brand loyalty.
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“There’s no replacement for shaking someone’s hand, talking to them about their operation, their trucks and finding out what they need,” Jake states emphatically.
This belief is central to their strategy at MATS. The show provides a unique environment where customers feel comfortable and are eager to engage. As Dan Jansen, Director of Marketing, notes, “These guys want to know. They want to be educated, so they’ll come in and they’ll ask questions and we’ll spend a half hour with a guy… teaching them, educating them. We don’t get that in a lot of the other shows.”
This accessibility fosters deep, lasting bonds that transcend a simple transactional relationship. “We know that at the end of the day… we have competition. If our customers don’t feel connected to us, if we don’t feel accessible, then we’re going to lose,” a Jake admits. “We know that coming here, if nothing else, is strengthening those bonds we have with the companies we work with.”
The most powerful testament to this is seeing customers evolve into advocates. Jansen shares, “…the other half are guys who we know we’ve been seeing for 10 years… They have our FASS system on their truck and they come and they just like to hang out… what’s awesome about that is we’ll have them hang out in the booth and talk to customers and kind of be our brand ambassador for us.” This transformation of satisfied customer to trusted brand ambassador is a level of relationship-building that digital marketing alone cannot achieve.
>Conclusion For FASS Diesel Fuel Systems, MATS is a strategic imperative that delivers a dual return on investment. It is the premier venue for gathering the authentic, hands-on user feedback that fuels their R&D and keeps their products at the forefront of the industry.
Simultaneously, it is the most effective platform for building and nurturing the personal relationships and trust that create unshakable customer loyalty. By leveraging MATS as both an innovation lab and a community hub, FASS ensures it remains deeply connected to the needs and people of the trucking industry.
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