The Situation

Cat Auction Services was the new auction arm of several Cat® equipment dealers serving the Caterpillar® brand. As it entered the heavy-equipment auction business, it faced supreme competition: a crowded marketplace and a top competitor that has held the dominant position in the industry for 50 years.

The Communications Challenge

With auctions already underway, Neuger Communications Group was charged with helping the company identify its brand, develop a common look and language around that brand, and stimulate interest and activity around upcoming auctions on an incredibly tight timeline.


A series of focus groups and one-on-one interviews were conducted and a competitor analysis and communications audit were completed. Once the research was finished an integrated execution began, including traditional public relations, direct mail, e-campaigns, trade and general advertising, and collateral materials.


Cat Auction Services has announced there is great reason to Follow the New Leader.™ As a means of building its brand, the company has trademarked this tagline as well as Leaderboard®, its giant-screen video board for showing auction equipment.

In spite of deadline and budgetary pressures, the introduction of this new program was a tremendous success. It’s changing the landscape of how the company’s target audiences are viewing the heavy-equipment auction business, and the company is far exceeding its profitability goals.