Turning Momentum into Movement
Versalift had become one of the top three aerial lift manufacturers in the U.S., with a strong international presence.
The Challenge
Versalift had become one of the top three aerial lift manufacturers in the U.S., with a strong international presence. Yet marketing was not a true function inside the business. Efforts existed—trade shows, brochures, a website—but they lacked focus. There was no clear value proposition, no brand differentiation, and no outbound campaigns through email or paid media. Aging inventory continued to grow without a retail strategy, and a major trade show was approaching with no plan to stand out.
Our Approach
Chameleon Collective embedded an interim Head of Marketing to lead from inside the business. With little budget and no formal team, the work demanded speed and discipline.
The first priority was clarity. We developed a new value proposition rooted in the real needs of Versalift’s core customers—fleet managers, operators, and procurement leaders—and gave the sales team language they could use immediately. We then rebuilt the trade show strategy around a clear theme and execution designed to be distinctive on a crowded floor.
At the same time, we addressed performance gaps. We introduced targeted retail promotions to move aging inventory, redesigned brochures and sell sheets to emphasize benefits over specifications, and launched segmented email campaigns by industry to drive relevance and sales. New videos were created for key products, social channels were reactivated, and a nationwide tour was kicked off to introduce the new Digger Derrick to customers and prospects nationwide.
The Impact
The results came quickly. Within 60 days, 75% of the targeted aging inventory was sold. The sales team adopted the new value proposition and began using it immediately. Each email campaign drove incremental revenue. After the trade show, the CEO summed it up simply: it was “the best the company has ever looked.”
The Work
75%
of aging inventory sold in 60 days
Featured Expert
The Chameleon who led this engagement.
Client Quote
“the best the company has ever looked”