Measure

• Customer calls increased 300%
• Internet inquiries increased 212%
• Media advertising response increased 186%
• Toyota exceeded 12 month sales forecasts by 31%
• 139 unit sales driven through Nelson Schmidt lead center ($5,560,000)

Execute

An integrated launch campaign was developed which consisted of advertising, sales promotion, interactive, direct marketing and public relations. Creative theme drew upon Toyota orange brand color and the recognizable crash-test dummy to convey Toyota's safety message and position them as the innovation leader.

Formulate

Due to stringent new OSHA safety regulations, awareness of the need for greater forklift safety was at an all-time high. Nelson Schmidt positioned the Toyota brand to own "safety" and focused the launch campaign on the new 7-Series' proprietary safety technology, their System of Active Stability™. Toyota's unique selling proposition offered customers the world's safest, most innovative forklift that increased productivity and reduced forklift accidents.

Discover

Determined available and profitable market position. Established baseline metrics to provide measurement platform for all planned marketing programs. Validated Toyota's new 7-Series forklift competitive advantage — a dramatically safer forklift which greatly reduced the risk of forklift tipping.

"NS-Metrics," our disciplined strategic planning process, helped Toyota Industrial Equipment successfully launch its new forklift into the U.S. material handling market.