Park&Co

How we helped increase Brokk's sales by 700% just six months after launching their first full-fledged North American campaign.

How do you convince Americans that smaller is better? It goes against everything we stand for. That was Mike Martin's challenge. As director of North American sales for Swedish demolition equipment manufacturer Brokk, Martin was trying to figure out how best to market a small, powerful, remote-controlled building buster to the American construction and demolition market. His own low-budget advertising efforts had failed to move the needle, so he started pounding on our door.

After boning up on the machines, the market and current owner/enthusiasts, we put together a communications plan utilizing direct mail, trade shows, training materials and a new website. But the hardest hitting campaign element was the print work. A Brokk machine crushes, hammers, digs and removes material in spaces too small or dangerous for American workmen and their requisite dozers and backhoes. With a limited budget, Park&Co set out to highlight these unique capabilities and give a new look and feel to the fine art of bashing up stuff.

To crush preconceptions about a small Swedish demolisher and break through the clutter of typical trade publications, a stark white layout and simple, confident headlines announced that a powerful, versatile demolition tool didn't have to be a bull in a china shop. And the reaction went through the roof. (Sorry.) Just six months after launching the campaign, Brokk sales leads shot up 700%, the most dramatic increase in their history. So dramatic, in fact, that the campaign was adopted and translated throughout their European markets.

Proof beyond a doubt that whether it's demo machines or ad agencies, powerful things can come in small packages.

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