ASV designs, engineers and creates world-class machines. In order to stand out and revive their good name in a competitive market, the ASV brand needed to match the power of their industry-leading machines.
One Size Doesn’t Fit All
All Season Vehicle (ASV) makes machines for specific terrain conditions and operators in certain industries: forestry, landscaping, snow removal and construction. As a niche company that competes in an industry with giants like Caterpillar, Bobcat and Case, ASV needed to speak to the right audience with a message that resonated with them based on specific needs.
It Started With Who
It started with a core audit, which included in-depth immersion calls with key internal stakeholders, dealers, end customers and business owners. This was done to understand the current ASV perception and why someone would choose, or not choose, an ASV machine. Additionally, the competition was reviewed to identify an ownable position for ASV within the market and how to better reach the right people.
Purpose: We exist to engineer compact track loaders and skid steers that shape the earth to a higher standard.
Consistency is Key
In order to give the brand a consistent, premium identity, a brand guide was created to become the foundation for all marketing efforts moving forward. The brand was given a consistent look and feel that aligned with messaging of who they are, what they do and why they do it.
Finding The Opportunities
The core audit and existing website were analyzed and content gaps, user experience and optimization opportunities were identified on the site. Based on these findings, a new sitemap, information, resources and tools needed to be created. With these findings, it became clear that ASV had an opportunity to make a streamlined user experience and stand out from the competition with its diverse, yet specific offerings.
ASV’s premium machines needed a premium site to showcase, educate and convert visitors into leads or new dealers. To do this, a new website strategy needed to be developed and a full site overhaul and re-platforming was done. An intuitive new build and quote tool was developed, and collaboration with the ASV product team provided detailed supporting information. Overall, a consistent and effective brand experience was created to define why ASV is different and what machines are best suited based on terrain, industry and operator.
In the end, user experience and interface of the website elevated the brand, creating momentum among dealers, and reasons to believe for customers. The results have lead to a brand that works as hard as its machines.
ASV has been looking for a long time to have a top-of-the-line, interactive, easy-to-use website and this certainly accomplishes that. The site puts us right on par with, or even above the giants of the industry and presents us as an exciting and professional brand that is good to do business with. It does a fantastic job highlighting the unique value of our product and the focus of our brand.
- Regan Meyer,
Dealer Development & Marketing Manager at ASV Holdings, Inc
Brand Identity Development
Search Experience/Engine Optimization