Wow.That is all I can say about the Bose presence at the Great American Trucking Show in Dallas this week. Bose at a trucking show? Why would they have a big, expensive booth at a show catered to professional truck drivers? Oh, I get it. Sound technology, cool speakers, “pimped out” trucks with a bass boomin’ cab.
No. Nope. None of the above.
If you know anything about Bose, you know that it’s an engineer-driven company. Its history began at the Massachusetts Institute of Technology (MIT) and Bose’s core technology is based on the study of vibration. The study of vibration and how it relates to sound (and enjoying music and watching movies and sports on TV) has propelled it into one of the most respected companies and brands in the world.
So what’s the connection with truckers? If you’ve ever driven in a Class 8 truck, semi, or any vehicle made for hauling freight, you know that it isn’t the most comfortable ride due to many factors, including the constant vibrations. Vibrations are caused constantly throughout the truck, cab, drivers’ seat and, as Bose has found, the entire body of the driver!
We all know that truck drivers don’t have the healthiest of occupations. Sitting for long periods of time, bending and lifting heavy objects, stress, fatigue, the inability to eat properly maintained meals. Add constant vibrations to their bodies, and inner organs, and you can see why truck drivers are at more risk than average Americans for a number of health problems.
To help alleviate the issue of constant vibration, Bose has entered into the truck market with a revolutionary new seat for truck drivers. With a price tag of about $6,000 fully installed, drivers can experience an incredible reduction in overall vibration for a more comfortable, healthier, and life-prolonging ride.
To illustrate that point in their booth at the Great American Trucking Show, Bose constructed an elaborate presence complete with vibration stations, driving demonstrations, health statistics and many other proof points to show drivers that vibrations within a truck are harming drivers long-term.
For instance, one station cleverly demonstrated how the vibrations impact your vision. First, you watched a video of an intersection with changes happening, such as a light turning red or a pedestrian appearing. Next, you watched the same video as if you were in the seat of a truck, getting bumped around. It was amazing to see the difference. On the second video, you missed nearly all of the changes that were clear if you were riding smoothly. It was a genius way to demonstrate how the Bose product could prevent an accident.
Bravo to Bose. Examples like this are one of the reasons we love business-to-business marketing. Yes, Bose has been in the business of marketing to other businesses and professionals for some time, but who would have thought that they would market their vibration technologies to truckers. And better yet, this technology helps prolong the lives of hard-working men and women who help keep this country moving.
For more info on Bose’s heavy-duty drive system for truckers, visit http://www.bose.com/controller?url=/bose_ride_system/index.jsp.
