Howes
OVERVIEW / THE CHALLENGE
Howes is a development leader in high quality lubricants and fuel additives that clean, protect, and perform. Their products are a top choice for all independent owner operators, as well as thousands of fleets and farms. Howes needs a way to engage their target demographics in order to educate them about their product offerings, all the while obtaining the valuable feedback from their users in order to help them formulate future product developments.
Objectives
Customer Feedback, Build Brand Awareness, Lead Generation
Target Audience
Fleets & Owner-Operators
MATS Solutions
- MATS exhibit space allows Howes to connect and engage with their core users in order to launch their latest lubricants and additives, and build brand awareness.
- The MATS Floor plan map logo & Logo enhanced listing help Howes stand out from other exhibitors and to better reach the MATS audience in the official exhibitor list and floor plan.
- MATS Directory advertising reaches trucking professionals on-line and in-person at MATS positioning the Howes’ brand in front of a massive audience of trucking professionals.
- MATS on-site shuttle sponsorship provides additional exposure for the brand around the facility as attendees arrive and board shuttles to be taken to registration areas and a lasting impression as they return to their vehicles.
- MATS floor stand banners give Howes extra brand recognition outside of their booth space throughout the facility, helping them to cement their position as an industry leader.
Rich Guida, Brand Marketing Manager
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Customer Feedback / Market Research
“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.”
Rich Guida / Howes
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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.”
Rich Guida / Howes
Ready to Plan Your Success?
Showcase your brand, launch your latest products, and win business at MATS.
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Lead Generation
“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. While 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.”
Rich Guida / Howes
