The IronDirect team at Gold Hall booth G70113 at ConExpo was kept busy by hundreds of visitors stopping by to see our new Shantui dozers and the remanufactured Ford Super Duty F-350 on display. Visitors included contractors from across North America, trade magazine editors and many others. A large group gathered at the end of Day 3 to watch IronDirect Vice President Joe Krider conduct the drawing for the F-350. The coveted reman pickup went to Jose Humberto Avila.
We paid a visit to the Miskin Scraper Works booth in Gold Hall and spoke to President Mark Miskin. IronDirect just introduced the Miskin D-19 pull scraper teamed with a Case IH Steiger 500HD scraper tractor.
Miskin stood next to an original 1917 pull scraper designed by his grandfather, Arthur R. Miskin. He said his grandfather spent several years developing his design for a wheeled scraper, then took a finished unit out to pitch to potential customers. After a week of trying, Miskin had zero takers. He was discouraged. Then someone suggested the scraper looked incomplete with its bare metal and wood finish. So Miskin set to painting the scraper, using red, green and black hues. When he took the painted unit out, the response was much different. He sold enough scrapers to keep the production line busy for an entire season. An early demonstration of the power of marketing.
Joe Hanneman, Director of Industry Engagement for IronDirect.