Caterpillar's roadshow: show, not tell
Mike Cai is relying on word of mouth, not advertising, to sell Caterpillar's massive construction machines in China.
His strategy: roadshows. He hauls things like 38-ton tractor-scrapers (seen above) all over China to demonstrate their functions. People in China's construction industry haven't seen a tractor-scraper and don't necessarily understand its concept, so why not let them see a tractor-scraper in action?
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