The Avala Marketing Group...Connecting Brands With Consumers

The quality leader in North America fire truck sales wanted to generate alternative sources of revenue by persuading customers to utilize its specialized dealer services.

AVALA developed the Pierce Brigade branding strategy for the company's aftermarket service and parts business, which tied intellectual and emotional benefits to having Pierce meet all repair and maintenance needs. Based on detailed marketing research, we developed a series of communications pieces to deliver the key messaging to Pierce dealers and consumers.

The Pierce Brigade was launched in summer 2009. While true measurement of sales results will take time, Pierce's dealer network has embraced the strategy and made it a key part of their sales process.