Mecalac North America

Building a Brand in a Competitive Market

As Mecalac expanded into North America, it faced a dual hurdle: limited brand recognition and an equipment lineup unlike anything many operators had ever seen. Its machines—highly agile, multifunctional, and space‑saving—challenge traditional assumptions about what equipment can do.

To succeed, Mecalac needed more than visibility. It needed education, hands-on interaction, and authentic advocacy from trusted media voices.

Strategy at a Glance

Industry PR events—press conferences, press visits, media days—create powerful platforms for manufacturers to tell their story. But Mecalac needed something more immersive than a crowded trade show floor.

We developed and executed a dedicated in-person product launch and demo day in Golden, Colorado. This approach allowed:

• Deep engagement: Editors could experience the equipment up close, operate it, and ask in depth questions without distraction.
• Stronger relationships: With no customer traffic to manage, Mecalac’s team focused entirely on building rapport with attending media.
• Focused storytelling: Mecalac wasn’t competing for time or attention among dozens of manufacturers—as they would at a show.

The result: an intimate, highly controlled environment where Mecalac’s innovation could shine.