The Challenge
Atlas Heavy Industries manufactures mining and construction equipment used in some of the world's most demanding environments. After decades of focusing on the North American market, they were ready to expand internationally—but their brand and marketing infrastructure weren't ready for global competition.
They faced established European and Asian competitors with sophisticated marketing programs, while Atlas's brand felt distinctly regional. Their trade show presence was functional but forgettable, and their digital footprint was virtually non-existent outside the US.
Our Approach
We developed a comprehensive international brand and marketing strategy designed to establish Atlas as a global leader in heavy equipment.
Global Brand Architecture
We refined the Atlas brand to work across cultures while maintaining its core identity of rugged American engineering. This included developing brand guidelines for multiple markets and creating a modular visual system that could be adapted for local contexts.
Trade Show Domination
We completely reimagined Atlas's trade show experience:
- 60' x 80' exhibit design featuring an operating equipment demo
- Interactive VR experiences showcasing equipment in action
- Video wall with customer testimonials from around the world
- Pre-show campaign driving appointments with key prospects
Global SEO Strategy
We built a multi-market SEO program targeting equipment categories in English, Spanish, Portuguese, and French markets. This included local content development, technical translation, and market-specific keyword strategies.
Content Marketing
We produced high-impact content including:
- Documentary-style videos of equipment in extreme conditions
- Technical comparison guides positioning Atlas against competitors
- Customer success stories from mines and construction sites worldwide
- Engineering deep-dives on key differentiating technologies
The Results
The integrated global marketing program delivered exceptional results:
- 156% increase in website traffic with significant international growth
- #1 Google rankings for primary equipment category terms
- 89% more leads captured at major trade shows
- First international distributors signed in Europe, South America, and Australia
- $8.7M in first-year international sales attributed to marketing
"Acme helped us think bigger about what Atlas could become. Their strategy gave us the confidence and tools to compete on a global stage. We're now winning deals against competitors we never thought we could touch."