Masterlift launches radical marketing plan

News Story
- 19 Apr 2007 ( #306 ) - OAKVILLE, Canada
2 min read
Masterlift's provocative ad (click to enlarge)
Masterlift's provocative ad (click to enlarge)
Masterlift Truck Service Inc is receiving industry and major electronic and print media attention for a provocative forklift marketing campaign.

Masterlift president Gary Wilson said the company wanted to "evoke positive emotions" and be original in its marketing concept. In early January, three key Masterlift employees and a representative from Toronto agency Effective Media Solutions Inc met weekly to set basic criteria for the marketing campaign. "The four of us locked ourselves in a hotel meeting room" for two to three hours, Wilson said.

Reaching forklift operators and buyers was the objective.

"Operators have more influence, power and leverage than years ago," Wilson said. "We are targeting operators with the concept of a cool, fun truck in a hot red colour with graphic lightning bolts and flames, special pedals and lever handles as standard features in the new Masterlift-brand forklifts."

The organisers adopted an edgy theme and used "pimp" as a contemporary term. One result is the www.pimpmylift.ca website, which features young women draped over a Masterlift forklift and a competition. It can lead viewers back to Masterlift's website.

Masterlift placed an initial newspaper advertisement across one third of a sports-section page in the April 11 issue of the Toronto Sun. Market and media responses were quick.

Wilson said Masterlift sold nine forklifts over six days because of the campaign.

Reporters from newspapers, radio stations and a television station have conducted interviews. "The website hits are unbelievable" in volume, he said.

"We will continue advertising in the Sun and on billboards, and introduce some other surprises," Wilson said.

Wilson would not disclose the program's budget, but said Masterlift "stopped spending C$40,000 (US$34,000) on Yellow Pages" advertising and reallocated the funds to the campaign.

In December 2006, Masterlift became the first Canadian dealer of Tusk Lift Trucks, of Covington, Georgia, USA, to have products in all classes. In addition, Masterlift has contracted with an unidentified manufacturer in Asia to produce Masterlift-branded forklifts in classes 1, 3 and 5. The supplier is "large" and "creditable", Wilson said.

From 2001 through to November 2006, Masterlift represented the Mitsubishi brand. The dealership began evaluating a major change in June 2006. Last November, "our employees decided to dissolve the relationship with Mitsubishi", Wilson said.

Masterlift employs 59 people and occupies 41,000 square feet (3,690 square metres). The firm had sales of CND13 million (USD11.8 million) for the fiscal year ended May 31, 2006, and CND13.5 million (USD10.7 million) in the previous fiscal year. "The economy went soft", resulting in lower sales, Wilson said.
Haulotte shows off in Japan
Haulotte shows off in Japan 30 Sep 2021 - Tokyo, Japan - 1 min read
Forklift driver introduces President
Forklift driver introduces President 27 May 2021 - Detroit, MI, United States - 1 min read
Hermans gets into World Cup spirit
Hermans gets into World Cup spirit 21 Jun 2018 - Rijkevorsel, Belgium - 1 min read
Do you have materials handling news? Submit your news here

PREMIUM business

Tailift Material Handling Taiwan Co.,Ltd.
Focused simply for the new era.

Even the heaviest lifts must be easy to handle. That’s why N.C. Nielsen raises the bar in lifting capacity, maneuverability, operator comfort, flexibility and technical capabilities.
Heavy duty reach stackers – lifting capacity from 85 to 180 tons.
VIEW ALL OUR CUSTOM-BUILT HEAVY DUTY REACH STACKERS

Contact us now: +45 99 83 83 83 - www.nc-nielsen.com

Words of support …

Thanks to advertising with Forkliftaction, we have received inquiries and more and more people are aware of Ningbo Ruyi Joint Stock Co.,Ltd, which fits with our company's goal to go global and let the world know more about the benefits of our Xilin brand.

Michille Shi, Vice General Manager Sales

Are you recruiting? Find your ideal candidate among a diverse range of materials handling professionals:

Forkliftaction's JOB MARKET

Even the heaviest lifts must be easy to handle. That’s why N.C. Nielsen raises the bar in lifting capacity, maneuverability, operator comfort, flexibility and technical capabilities.
Heavy duty reach stackers – lifting capacity from 85 to 180 tons.
VIEW ALL OUR CUSTOM-BUILT HEAVY DUTY REACH STACKERS

Contact us now: +45 99 83 83 83 - www.nc-nielsen.com

Inside The News
While innovation and new technology are evolving at what seems to be an ever-increasing pace, the need to capture the data (telemetry) from this tech, and the ability to utilise it (telematics) for efficiency and cost savings, is one area attracting more and more attention ... Continue reading

PREMIUM business

Cascade Corporation (World HQ)
Leading manufacturers of attachments, forks and related technologies for forklifts and AGVs.

Are you recruiting? Find your ideal candidate among a diverse range of materials handling professionals:

Forkliftaction's JOB MARKET

PREMIUM business

ROYPOW
Manufacturer of lithium forklift battery solutions, the global leader in the market of lithium batteries replacing lead acid batteries.

Are you recruiting? Find your ideal candidate among a diverse range of materials handling professionals:

Forkliftaction's JOB MARKET

Even the heaviest lifts must be easy to handle. That’s why N.C. Nielsen raises the bar in lifting capacity, maneuverability, operator comfort, flexibility and technical capabilities.
Heavy duty reach stackers – lifting capacity from 85 to 180 tons.
VIEW ALL OUR CUSTOM-BUILT HEAVY DUTY REACH STACKERS

Contact us now: +45 99 83 83 83 - www.nc-nielsen.com