DEVELON

“Demo shows are influential enough to change the minds of customers who were hesitant to purchase Doosan’s equipment before seeing the show.” At the Riyadh Demo Show, which was held outside Korea for the first time, a Saudi Arabia Doosan dealer said, “Our efforts to reflect the local culture by playing popular local songs and putting up the national flag of Saudi Arabia have played a significant role in creating common ground with customers.” On February 11, the Doosan Infracore PM Marketing Team hosted a demo show in Riyadh, Saudi Arabia, to raise awareness of the Doosan brand and carry out promotional activities. Indeed, it was launched with much fanfare as such demo shows rarely take place in the Middle East.

Targeting Construction Machine Market in Saudi Arabia; Attracting More Than 200 Customers to Demo Show Saudi Arabia has become ever more attractive due to the government’s generous investment and numerous projects implemented. It is one of the core target markets of not only Doosan Infracore, but also its competitors. To respond to the rapidly expanding construction equipment market of Saudi Arabia, the PM Marketing Team ambitiously presented the Demo Show. The Riyadh Demo Show drew interest and a warm response from local customers and dealers. In the demo show, seven pieces of equipment were presented, including the Doosan DX225LCA excavator. The show featured more exciting features than the previous demo show held in Gunsan, Korea, last year.

One sales representative said, “For customers and dealers who do not have much chance to see diverse events, the show was the beauty itself.” The event was a great success as more than 200 people participated, exceeding the 50 people expected. Doosan Infracore also aggressively promoted the event through ads on nine major media outlets. Doosan Brand Promoted in Dammam Exhibition and Seminar From February 16-20, the BUILDEX 2014 construction equipment show and Doosan Customer Seminar were held in Dammam. The head office of Doosan Infracore dealer Saudi Diesel and Aramco, the national oil company, are located in the Dammam region. The annual show is one of the most influential construction machine exhibitions in the region. Doosan Infracore secured more than 100 new customers during the exhibition, which attracts more than 5,000 people.

Doosan Infracore also carried out a demo show to differentiate itself from its competitors. While its competitors gave gifts or finger foods to solicit customers, Doosan played promotional videos of Doosan equipment. More than anything else, a video that featured Saudi Arabia’s main customers sharing their satisfaction with Doosan has enhanced customer trust in Doosan. Vincent Cho, Assistant Manager of the Doosan Infracore PM Marketing Team, who hosted the event, said, “By participating in the demo show and event, we not only enhanced our brand image, but also created positive effects in terms of sales. I will do my best to secure potential customers by identifying new and various events.” From this event, Doosan Infracore expects additional sales of 120 units, up 20% from the monthly average and the largest market share in February.