Toyota Material Handling (TMH) is the world’s largest manufacturer and supplier of forklift trucks and logistics and internal transport systems. Toyota Material Handling Netherlands approached DST to develop a new commercial strategy focused on participation in the Logistica 2015 trade fair in the Utrecht exhibition centre.
It used to be a stand full of forklift trucks. It became a knowledge centre full of interaction.
Knowledge leadership as a leading story
In a co-creation process we worked with the TMH sales and communication team as well as marketers on the strategy and storyline. That is how we got to knowledge leadership as a leading story. Material Handling – with the knowledge of Toyota. We used this theme as a guideline to develop a contact strategy, a trade fair plan, a new corporate film and two interactive themed exhibits.
Playful way to get talking
The trade fair plan was first put into practice at the Logistica 2015. The strategy for the stand was: experience the knowledge of Toyota. In the past, the stand was full of forklift trucks, but it had now transformed into a knowledge centre with interactive exhibits and a Toyota theatre. The exhibits worked as a playful way to get people talking. While the visitors in the theatre received in-depth information, such as by way of the new film and through knowledge sessions on the Toyota Production System (TPS).