Kenworth Truck Company
The Challenge
Kenworth truck company is an American truck manufacturer founded in 1923, headquartered in Kirkland, Washington. With 2023 being the company’s 100 year anniversary they needed a way to reach a large captive audience of trucking industry professionals in order to generate excitement for the Centennial announcement, and to develop demand for their 100 year limited and signature series trucks.
Objectives
Showcase Products, Customer Feedback / Market Research, Network & Build Relationships, Lead Generation
Target Audience
Owner-Operators, Small to Mid-Sized Fleets
MATS Solutions
- The Mid-America Trucking Show email newsletter sponsorship and social media posts reached a massive audience of trucking professionals before the show providing awareness of Kenworth’s 100 year anniversary activities at MATS and substantial web traffic that increased awareness for the 100 year limited and signature series trucks.
- MATS included Kenworth in the Ride & Drive program to allow attendees to experience the 100 year limited and signature series trucks. The Ride & Drive program included extensive pre-show promotion, and strategic on-site positioning to ensure a high level of participation and increased consideration for the Kenworth 100 year trucks
- MATS exhibit space provided Kenworth a showroom quality environment to showcase their 100 year truck models alongside their history experience, and a hub to coordinate interest for their Ride & Drive truck experiences.
Erik Kremsner, Marketing Manager
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Showcase Products
“We really look forward to MATS to bring and showcase our certified pre-owned programs. You can see anything from our original 1923 to the brand new Limited Edition W900, up through the anniversary trailer. It really gives Kenworth users the experience we’re looking for.”
Erik Kremnser / Kenworth Truck Company
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Customer Feedback / Market Research
“At MATS, we get to experience those who use the truck, talk first hand, then see them go out and drive and promote the experience. We bring engineers here to learn and talk to the customers who use the trucks every single day. It’s 100 years of Kenworth, where else is a cooler spot to start the whole entire tour?”
Erik Kremnser / Kenworth Truck Company
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Showcase your brand, launch your latest products, and win business at MATS.
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Network & Build Relationships
“The relationships and partnerships we build at MATS really help us engage with audiences that we can’t at other times throughout the year. Starting off the year and kicking off those relationships can create momentum for us to support customers and partners, and it really does start with MATS.”
Erik Kremnser / Kenworth Truck Company
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Lead Generation
“MATS bring us the opportunity to collect data through the Kenworth loyalty program. We’re able to sign people up live at the show and track that data. It builds those friendships and partnerships in one place. It brings PACCAR parts, Peterbilt, Kenworth, all of us together in one place where we can grow and promote the brands as a whole.”
Erik Kremnser / Kenworth Truck Company
