While large events, festivals, and trade shows remain closed for the foreseeable future, the Covid-19 pandemic hasn’t stopped some brands from hitting the road to showcase their products.
Larry Burkholder, training manager for Digger Specialties, Inc., is doing just that with a custom-built 36-foot ATC display trailer.
“I usually travel to about 30 states per year,” Burkholder said. “Covid has limited that to 18 states so far in 2020.”
Digger Specialties manufactures fencing, railing, column, and outdoor lighting products, and with so many different options, styles, and product lines to choose from, one can imagine the difficulty in showcasing them to potential buyers.
That’s where the trailer came in. Rather than just relying on sell sheets and online product catalogues to reach their customers, Digger took a page out of the experiential marketing playbook, using a trailer as a tangible way to let their customers experience the products hands-on.
We worked with Digger to design the custom trailer, built by ATC, to effectively display their products. The result was a 36-foot trailer with large concession-style windows that flip up on three sides. A sub-basement was also built to allow for product mounting at eye level as well as underneath storage, and the gooseneck allows Burkholder to store flyers and other materials.
Once they received the trailer, Digger then added the railings, fencing, and columns in a way that allows the user to slide out each one individually for a closer look.
“This new unit is four feet longer but the same basic design as the retired unit,” Burkholder explained, comparing this trailer to his old one that he put more than 300,000 miles on across 43 states. “We [also] added additional interior lighting, a generator, a TV to show training videos, back up lights, more exterior lights, and a sound system.”
He takes the trailer to lumber yards and deck stores across the country that carry the Digger brands – Westbury, Courtyard, Regis, Polyvinyl, and Magena Star – training employees on the products.
This month, the trailer is making stops in Illinois, Missouri, and Iowa and it will finish out the year with visits to Ohio, West Virginia, Virginia, North Carolina, Tennessee, Alabama, and Kentucky.
If you see Burkholder on the road, give him wave, and if your brand could use a trailer to showcase your products give us a call at 630-524-2029 today.