HELLO
HELLO
In 2023, Yale Lift Truck Technologies completed a rebrand that repositioned the company as a forward-thinking, problem-solving brand – one with the expertise to solve the greatest challenges faced by warehouse operations.
That same year, they began hosting weekly “Warehouse Wednesday” webinars that demonstrated their variety of lift truck solutions and technologies, from core warehouse models to automated lift trucks to operator assist technologies. However, this approach proved to have diminishing returns. Although those who attended were very engaged, registrations decreased throughout the year.
To appeal to a larger “top of funnel” audience and increase the number of registrations, Yale turned to Koroberi to assist with a repositioning of the webinar series.
Based on the updated Yale branding, we recommended pivoting the webinar series from one focused on promoting specific solutions to one focused on the challenges and trends their customers are facing – just as their engineers do when designing lift trucks. Topics included warehouse performance benchmarks, OSHA safety programs and tips for managing an ongoing labor shortage among others.
We also recommended shifting the webinars’ cadence from weekly to monthly, allowing the company to allocate resources more strategically and make it easier to schedule top subject matter experts.
Another key change we made to Yale’s webinar strategy was to bring in external sources to help host the events. This added additional legitimacy to Yale’s thought leadership, while allowing their team members to focus more on their areas of expertise – solutions and technologies and their role in solving warehouse challenges. To date, Yale’s webinars have been hosted by a representative of North Carolina’s OSH division, researchers behind the annual WERC DC Measures report, a corporate disability consultant and the owner of a warehouse labor recruiting firm, among others.
As of August 2024, the repositioned Warehouse Wednesday series has secured:
