Tuesday, December 11, 2007

Another way to create Word of Mouth

Caterpillar's roadshow: show, not tell

Tractorscraper
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?


Read more here

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