Why Real Experience Still Drives the Best PR Results

Launching new equipment in a saturated market is never simple. Even standout products need a smart strategy behind them — one that does more than just check the boxes for coverage.

That’s why we partnered with longtime construction client Takeuchi to generate awareness of its newest compact track loader: the TL11R3. What followed was a mix of earned media, authentic storytelling and relationship building that reminded us why public relations is at its best when it’s personal.

Elevating a Launch Through Experience

The TL11R3 came with big expectations. It was the first Takeuchi machine to feature new electric-over-hydraulic (EH) controls, a major milestone for the brand and a potential difference-maker for operators in construction, rental and landscape markets.

But breaking through the noise meant going beyond the standard PR playbook.

Together with the Takeuchi team, we built a launch plan that focused not only on product features but on connection — to the media, to brand ambassadors and to the customers they serve.

Creating Moments That Matter

At the center of this effort was an exclusive, two-day Media Days event held at Takeuchi’s training center in Pendergrass, Georgia. Nine editors from top trade publications joined us on-site for a behind-the-scenes look at the TL11R3 and the people who helped bring it to life.

Editors spent time with product managers, engineers and leadership — but they also heard firsthand stories from real-world users like Elite Earthworks’ Brandon Johnson and the husband-wife duo behind Bar 7 Ranch. They didn’t just deliver scripted talking points — they shared personal experiences in a relaxed setting which encouraged natural conversations and a foundation of trust.

Sustaining Momentum with Strategy

While Media Days gave editors an unforgettable firsthand experience, we didn’t stop there. In fact, the days that followed were just as strategic.

We held the press release until August 1, giving attending editors the time and space to lead with their own stories. The result: a flood of thoughtful coverage.Compact Equipment produced a walk-around video while Construction Equipment released both a story and a quick interview with Jeff Stewart, President of Takeuchi US. Additional stories were published though Equipment World and others.

To continue building momentum, the product was featured across Takeuchi’s owned channels including e-newsletters and a walkaround video hosted by Brandon Johnson — who has become not just an ambassador, but an engaged and trusted voice for the brand over the last year.

We also looked ahead. With Utility Expo and Equip Expo trade shows on the horizon, we worked with Takeuchi to create a new wave of product support content, media kits and editor outreach — all designed to reinforce the TL11R3’s impact long after the launch.

Lasting Impact, Earned Through Trust

It’s one thing to get a few mentions. It’s another to shift the conversation. In the end, our combined efforts drove measurable results across the board:

• 52 placements in trade publications.
• More than 2.3 million total impressions (print and digital combined).
• 4x increase in total media coverage.
• 10% lift in share of voice.
• And, most importantly, coverage that focused on Takeuchi’s values — innovation, customer-first design and long-term relationships.

At Swanson Russell, we Make Belief™ by turning messages into meaning and campaigns into results. The launch of the TL11R3 proved that PR can do more than spread news — it can shape perception. By connecting a single product story to a larger brand story, we built momentum that continues to keep Takeuchi at the center of the conversation.