Case Study: Keep on Trucking

Client: Dometic Environmental Corporation

Market Sector: U.S. long-haul trucking industry

Date: 2005 - present

Challenge: Idle-reduction is becoming a major concern in the U.S. trucking industry. States and local governments are stepping up enforcement of no-idle zones to reduce pollution. And with the cost of diesel fuel skyrocketing, trucking fleets are aggressively looking at ways to save money by reducing idle-time for their drivers. The problem is that truckers must idle their engines to keep warm in winter and cool in winter. To meet this surge in demand, Dometic developed a family of auxiliary HVAC systems independent of the truck's propulsion engine. This was a virgin market, in which there were no established leaders, and Dometic's goal was to become the perceived technology leader in this field.

Strategy: Rhodes Communications developed a multi-tiered program that included color ads in major trucking industry magazines, radio spots on popular night-time trucking shows, a PR blitz to trucking industry journalists, product brochures, educational booklets, direct mailers to potential dealers and a new website. The promotional campaign was unveiled at the Great American Trucking Show in Dallas.

Results: Dometic quickly surged to a dominant market share in the auxiliary HVAC sector, more than doubling its sales in the first year.