What's the latest in innovative pump marketing? How about a traveling road show in the form of a 32-ft x 60-ft rock-star style tour bus. Grundfos unveiled a state-of-the-art Mobile Education Center in September at its USA headquarters in Kansas City. Pumps & Systems VP of Sales George Lake and I were there for a sneak preview.
It was impressive, to say the least. Complete with a 35-seat high-definition theatre and working demonstrations of most of its products, Grundfos plans to take the tour to at least 64 North American cities in 14 months. A brainstorm of Marketing Manager Steve Dickson, the idea is to take the products to the customers and distributors and then train them on site.
According to Marketing Development Manager Ed Smiley, the key initiatives are to expose Grundfos to those who might not otherwise see their broad scope of offerings, to educate end users and, of course, to build market recognition and market share.
We are deep into what many consider the heart of trade show season, and we continue to see fresh, creative ways to
market products and services. While this concept will not likely replace the traditional trade show, it is nice to see companies find new ways to fuel the imagination and recognition of our industry.