4,600+ Leads
Generated Through Strategic
Custom Publishing Solutions
Bobcat
Dealer Service & Support, Creative Design & Concepting, Content Strategy & Content Planning, Content Creation & Distribution, Content Strategy & Planning, Writing & Content Development, Graphic Design Services, Copywriting & Technical Writing, Community Relations, Media Relations
In a fragmented marketing landscape, Bobcat and DEVELON sought to connect with new audiences to generate qualified leads, but were challenged with low brand awareness in an emerging market and an evolving identity. Bobcat aimed to reach rural homeowners with acreage who are unfamiliar with their compact tractors, requiring a ground-up brand awareness campaign. DEVELON, rebranded from Doosan, needed to transform their magazine "DoMORE" into "Onward" to reflect their new identity and engage construction contractors to build loyalty and generate leads. Both companies needed innovative, audience-centric custom publishing strategies to cut through the noise, augment digital marketing, and ultimately deliver measurable business impacts.
Reach entirely new audiences and drive substantial lead generation
Steep uphill battle to overcome a complete lack of brand awareness
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Customers crave engaging, people-centered content – and respond strongly to print
Develop tailored, visually-rich custom publications integrated with digital
Through our work, we know that audiences respond best to publications that reflect their world and aspirations with a visually immersive, people-centered experience. Importantly, a 2023 study showed direct mail advertising delivers the highest ROI compared to other campaign mediums. Further, a Harvard Business Review study revealed that integrating physical catalogs with digital marketing can drive a 24% lift in customer purchases.
Armed with these insights, our strategy focused on creating content experiences that genuinely reflected and inspired the target audiences. We positioned our clients as trusted partners, leveraging the tangible power of print with seamless digital integrations to maximize impact.
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FOR BOBCAT, this meant creating a lifestyle-focused magazine that showcased the stories of forward-thinking rural homeowners, seamlessly integrating the brand’s products into their success.
FOR DEVELON, it meant a bold lifestyle publication that featured the brand through the customers who live it out — all in a magazine-quality aesthetic with full-bleed photo spreads and immersive illustrations that break the mold of typical B2B custom publications.
*Source: Harvard Business Review
To bring these custom publication strategies to life, our team of writers, designers, editors, and subject matter experts collaborated closely with our clients throughout the entire process.
For DEVELON, this resulted in the reimagined “Onward” magazine.
For Bobcat, this resulted in the “WorkSaver, Homeowner with Acreage edition” publication.
The results of our custom publishing work speak for themselves. By developing engaging, audience-centric content experiences, we were able to drive measurable business impact for our clients — from lead generation to sales lift to brand recognition.
(DEVELON Onward)
“Our new brand name, DEVELON, evokes our mission to develop onward, and that's just what 2RM has done with this bold vision for our magazine: It's visually dynamic and narratively compelling in a way that uniquely centers our customers and their needs while showing how DEVELON meets them every step of the way.”
— Winta Bereket, Marketing Manager, DEVELON North America
Learn how 2RM developed a comprehensive storytelling approach to help Drake University launch its largest capital campaign in school history.
Two Rivers Marketing will help you build brand relevance, transform your customer relationships, and drive real change for your business. Let's talk.