7 Models for Tracking Equipment Consumers’ Path-to-Purchase

7 Models for Tracking Equipment Consumers’ Path-to-Purchase

You may have seen our previous post about attribution analysis – the process of identifying which advertising channels convince consumers to make a purchase. Attribution matters because most big-item buyers – like those looking to purchase heavy equipment – get the majority of their pre-purchase research online from multiple sources, rather than coming into your dealership for the information. The complexity of today’s self-directed consumer sales journey makes attribution an essential element of lead intelligence that can significantly inform your advertising strategies. Continue reading “7 Models for Tracking Equipment Consumers’ Path-to-Purchase”

9 Things to Look for When Buying a Construction Drone

9 Things to Look for When Buying a Construction Drone

Drones are revolutionizing the construction industry, helping building firms cut costs, save time, minimize risks, ensure accuracy, improve communication, and work more efficiently. In fact, drones can improve construction at every phase of the project lifecycle, from preconstruction mapping to worksite inspections to promotional photography1. The rapid growth of drones in construction – a spike of 239% from 2017 to 20182 – means that building companies and equipment managers need to know what to consider when making a drone purchase. That’s why we’re breaking down 9 things to look for when buying a construction drone Continue reading “9 Things to Look for When Buying a Construction Drone”

8 Ways Drones Are Changing Construction

Drones, once a hobby for a few enthusiasts, are now prominently featured across a number of professional fields. Today, delivery and cargo drones transport goods across increasing distances1, military drones spy on enemy combatants, and ag-drones engage in precision farming2. More than any other industry, however, drones are being put to use on construction worksites, with drone use surging by 239% from 2017 to 20183. Infrastructure work now makes up 35.5% of professional drone-use, far ahead of the next two biggest drone-using industries, agriculture (25.5%) and transportation (10.2%)4.

Typically operated by project managers, technology managers, and superintendents, construction drones have many functions, as they can be used in every phase of the project lifecycle3. Equipped with GPS technology, as well as cameras and sensors that can capture images, video, thermal readings, and infrared data, drones can help improve project conceptualization, planning, measurement, building, management, reporting, monitoring, inspection, safety, security, and even marketing. Drones are revolutionizing construction at a breakneck pace, which is why today we’re breaking down 8 Ways Drones are Changing Construction Continue reading “8 Ways Drones Are Changing Construction”

Scrappy Marketing on a Budget: Evaluating Email Campaign Success

Scrappy Marketing on a Budget: Implementing Dynamic Email Campaigns

In a highly competitive market, the struggle for exposure can be difficult and expensive, and sometimes your own resources aren’t available for a costly campaign blitz. This is why commercial dealership success requires a nimble-minded ability to think outside the box and develop advertising solutions that don’t break the bank. In other words, commercial dealers need to learn how to be scrappy in marketing without spending a dime – or at least, spending very few dimes.

It’s important to keep in mind that being scrappy with resources doesn’t mean a dealership’s marketing strategies should suffer. Even on a tight budget, commercial dealers can maximize exposure, cultivate a sterling reputation, develop a leading voice, and become a powerhouse in sales. In Part 5C of our Scrappy Marketing on a Budget series, we’re discussing how that success can be achieved when dealers Implement Dynamic Emails. Continue reading “Scrappy Marketing on a Budget: Implementing Dynamic Email Campaigns”

Why Attribution Matters for Equipment Dealers

Prior to the Internet, a consumer’s path to purchase was relatively linear. They relied heavily on local equipment dealerships for knowledge and information about various pieces of machinery, coming directly to you – the dealer – at the beginning of their decision-making process. With the rise of online research, however, it is very rare for today’s customers to do their pre-purchase research in the store. This is particularly true for consumers looking to make major purchases – like heavy equipment. Continue reading “Why Attribution Matters for Equipment Dealers”

6 Tips for Taking the Lead in Equipment Sales

Success in equipment sales often comes down to small actions that place your dealership just ahead of the competition. Yet while the actions are small, the return in sales can be huge, which is why I refer to this principle as “the magnifier effect”. To think about it another way – consider a horse race where the lead horse only wins by a nose, but the prize money for 1st place is 10X what the runner-up receives. That is the power of the magnifier effect and why we are breaking down 6 Tips for Taking the Lead in Equipment Sales: Continue reading “6 Tips for Taking the Lead in Equipment Sales”

What’s The Fuss About Content Marketing?

Consumer expectations have changed over the years, and now more than ever before, people are expecting more from brands. They don’t just want a discount on products – they are craving information, personalization, and relevant content that fits their specific needs. 

But what is content marketing, exactly? Content marketing is a type of marketing that involves the creation and sharing of online material (such as videos, blogs, social media posts, etc.) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.1 This approach is strategic, effective, and comes across in a more authentic way to consumers. Many top companies are using this style of marketing in order to reach new audiences and to show consumers they aren’t just a brand trying to sell them a product – they are also a useful resource.

So whether you sell loaders for construction, compact tractors for farming, or any other type of heavy machinery, you might be wondering, “what exactly can content marketing do for my business?” Glad you asked. Let’s dive into 5 overall advantages of content marketing: Continue reading “What’s The Fuss About Content Marketing?”

Protect Your Equipment with VROOM & SCREECH (Infographic)

The construction industry loses $1 billion every year due to equipment theft, and 83% of equipment owners have been the victim of theft. It’s a huge problem, but whether your worksite is home to excavators or forklifts, there are steps you can take to keep your equipment protected. We’ve collected some of the top equipment security tips and put them into one handy infographic – take a look! Continue reading “Protect Your Equipment with VROOM & SCREECH (Infographic)”

Ability & Attitude: Qualities of the Most Successful Salespeople

As part of my sales-consulting and dealership-training work, I often interview candidates for job positions in equipment sales and management. In fact, I interview over 50 candidates every year, and – just like the insurance commercial says – I know a thing or two because I’ve seen a thing or two. Almost every factor I’ve seen contribute to sales success can be placed into two categories: “Skill” and “Will” (a pair of terms I’ve adopted from “The Sales Manager’s Guide to Greatness” by Kevin F. Davis). Continue reading “Ability & Attitude: Qualities of the Most Successful Salespeople”