Detroit Radiator Corp., a Romulus, Mi.-based distributor of aftermarket cooling products for trucks, has launched what it’s calling the “Party with DR-Cool” event. DR-Cool is the company’s 18-wheeler that is being put to use as a mobile marketing unit. The truck goes all over the country to industry trade shows, and serves as a showcase for the company. DR-Cool will appear at 15 trade shows this year, bringing with it a variety of events, including photo opportunities, information and Q&A on the company and the truck itself, prizes and food, as well as some instances of live music and digital art.
Company CEO Randy Pruitt explained the genesis of the “Party with DR-Cool” idea. “We wanted to create a meaningful, memorable, fun, unusual and unexpected experience for our customers. We wanted to go above and beyond good customer service, while also boosting product knowledge and customer loyalty,” he said.
Visitors already had positive things to say about their experience with the traveling marketing truck.
“Our mechanics liked it and they needed to get more involved with the process. We learned some new product information which helps us out a lot. Actually, because of this event, we have a radiator demo on the way. Where else does that happen?” said Travis Eller, the Inside Sales Manager for North Dixie Truck & Trailer in Lima, Oh.
