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Case study

Crown Lift Trucks

LMG has supported Crown’s product introductions through the development of strategy, sales collateral, and other digital sales tools for more than a decade.

As a leader in the material handling industry, Crown’s lift trucks, technologies, and support services keep logistics customer operations moving all over the world.

  • Challenge

    Clearly define the value proposition for each new truck and the customer benefits of each differentiating Crown feature. Ensure that all Crown touchpoints communicate these benefits consistently.

  • Strategy

    Study competitive trucks, and work closely with product marketing managers and engineering to define key value attributes of each truck. Then, develop designs and write copy to best tell the story to multiple decision makers.

  • Results

    LMG has developed marketing materials to support the launch of more than 20 trucks for Crown throughout the world. Collateral has included brochures, posters, direct mailers, and digital sales tools.

Crown innovates ideas that advance. LMG strives for the same kind of innovation and advancement to complement Crown products with breakthrough strategy and engaging design.

  • “Crown takes their trucks seriously—from design to post sales support. It’s our job to understand each truck and the nuances that add up to real time, money, and human effort savings.”

     

    – Brad Dunham, Art Director

  • “Being part of the passion of Crown has always been gratifying. It’s a culture where people do what they say—focusing on creating better customer outcomes than their competition. We try to do the same.”

     

    – Doug Lunne, President and Creative Director