Hawthorne Cat, the exclusive Cat® equipment dealer in San Diego, the Hawaiian Islands and Pacific Region, faced a downturn in the construction industry with fewer jobs, higher capital costs and a shortage of qualified machine operators. To outpace competition, capture new clients and grow their success, the company needed to quickly upgrade and refine marketing capabilities while minimizing staffing costs. Parallel Interactive built a custom-fit digital marketing team to supplement Hawthorne Cat’s marketing group.

Since 2012, this award-winning hybrid digital marketing team has earned the parent company’s national spotlight for transforming a traditional off-line plan into an integrated digital marketing strategy that reaches customers across all channels.

Strategies highlight the Hawthorne Difference as a common thread, creating a deeper relationship with customers far beyond selling a piece of yellow iron.

While keeping a strong pace in new and used equipment sales, marketing campaigns cross-sell Hawthorne-exclusive services. The company launched an inbound digital marketing strategy to capture new customers via widely shared blog posts and social media. Messages highlight Hawthorne’s expertise in helping customers control costs, improve operations, manage people, and reduce risk.

Parallel’s custom digital marketing team approach is practical with a personal touch. Quantitative, data-driven strategies elevate Hawthorne’s digital customer experience to new heights and create loyal customers who rely on the dealership for customer-value focused service.

Overhauling Hawthorne’s marketing strategy has significantly streamlined costs, reduced implementation times and improved the marketing and sales team’s ability to drive revenue with highly targeted, omnichannel campaigns.