For nearly a century, Howes has been a development leader in high quality lubricants and fuel additives that clean, protect, and perform. Howes products are a top choice for all independent owner operators, as well as thousands of fleets and farms.
With diesel fuel prices at an all time high, fleets and owner operators are looking for solutions. Howes needs a way to engage their target demographics in order to educate them about their product offerings and how they can help, all the while obtaining the valuable feedback from their users in order to help them formulate future product developments.
Build Brand Awareness,
Having the entire trucking industry under one roof, Howes can engage their customer base and have intimate, one-on-one conversations about the issues they face with their profession. Through these conversations, Howes is able to successfully market their solutions to the issues and obtain valuable feedback to ensure they are meeting their customer’s needs.
“We’re going to keep coming back because it’s a great show for us and our products.”
Rich Guida, Brand Marketing Manager
“MATS is about those one-on-one conversations, really getting to get in front of drivers and listening to what they have to say. What are the challenges they’re facing? Is it fuel costs? Is it engine problems? Things that we then can tune into, and as we move forward as a company, learn from the drivers, so that we’re meeting their needs.”
Build Brand Awareness
“We have a wide array of marketing initiatives that we use at Howes, and MATS is the cornerstone of that. We look forward to MATS every year to being that anchor of our marketing efforts. It’s where we introduced our new brand two years ago, where we completely refreshed our brand and our logo…It’s a great platform for us to get news out about our products.”
Build Relationships With Customers
“The challenge was getting in front of large numbers of drivers. We did a tour between Iowa, Nebraska and Wyoming where we took to the road and stopped at 14 truck stops. Where that was a great experience for us, it doesn’t come close to replicating what MATS brings to us, which is that concentration of drivers in an intimate one-on-one conversation that we can have at our booth.”