Blueprint for Success Insights into Gila River Open House Tour

Dealer Relations Drive Attendance

Superior’s marketing team created invitations and promotional materials, emphasizing the unique capabilities of the Black Water plant.

"We developed a narrative around the plant’s high-capacity production, showcasing it as the highest capacity wash plant in the Southwest," Erholtz explained. "That was an incredible hook!"

Meanwhile, Kimball’s sales team personally reached out to potential attendees. Experience proves time and again that while marketing materials are required to legitimize an event, it's the dealer relationships and their personal invitations that get boots through the doors.

"We figure about 60% of the 150 or so attendees that came were a result of a personal invitation from a Kimball territory manager," Uphoff said.

In addition to the personalized outreach effort, Superior developed emails, press releases, and an event webpage that included registration.

Low Cost and High Engagement

Organizing the open house tour also proved to be cost-effective, with total expenses amounting to about $12,000 (not including employee travel). That's a fraction of the costs associated with traditional events like trade shows.

Here's a breakdown of the expense items:

• Donuts and coffee
• Water, soda and ice
• Catered lunch
• Tent, tables and chairs
• Promotional giveaways

Uphoff also pointed out the unique advantages of a dedicated open house tour over participating in traditional events.

"At a trade show, attendees are pulled in multiple directions by numerous exhibitors and flashy attractions," he explained. "In contrast, our event provided a focused setting, allowing for deeper interactions and a more personalized experience. They came to see us and only us!"

Opportunities for Other Dealers

The feedback from attendees was overwhelmingly positive, with many expressing appreciation for the opportunity to see the equipment in action.

"Seeing is believing, and for many, this event turned curiosity into genuine interest," Uphoff noted. "We already have several follow-up opportunities."

Encouraged by the positive feedback, Superior is ready to apply what they've learned for future showcase plant tours.

"We set a new standard for how we can engage with prospects," Erholtz said. "It’s a model we believe can be replicated successfully with other dealers who want it!"