By properly applying customer data to marketing campaigns, businesses can increase sales and expand customer reach. In this Acceleration Case Study, learn how Coleman Equipment reached an expanded target audience without adding additional staff or costly new tools. With the help of emfluence Marketing Platform, Coleman Equipment used integrated digital marketing to increase store traffic and boost equipment revenue growth by 7%.
Business Challenge – Finding a Way to Maximize Equipment Sales
Coleman Equipment manufactures agricultural, construction, and turf equipment. These products make life easier for their hard-working customers across Kansas and Missouri. The company also sells a variety of parts and equipment for major brands in the industry, including Exmark, Kubota, Stihl, Scag, and others. However, Coleman Equipment needed to find a way to further increase its equipment sales.
- Coleman Equipment was limited by two factors:
- Products and services targeted at a specific audience
- Distribution cost constraints – their reach was limited to a local two-state radius
With its products and services aimed at a select audience, Coleman Equipment recognized the challenge to maximize its equipment sales. The company wanted to improve by expanding its target audience.
- The company had a goal to integrate digital marketing automation into its existing Microsoft Dynamics process. In doing this, Coleman Equipment aimed to:
- Maximize equipment sales opportunities
- Identify the total available market and customer gaps to enable wider targeting
The company also hoped to gain an edge over major competitors. Coleman Equipment had to search for a solution that would enable it to promote equipment, particularly when a customer was looking to purchase a comparable model.
Solution – emfluence Digital Marketing
The company decided to partner with emfluence Marketing Platform, which uses automation with Microsoft Dynamics for expanded audience reach. With automation, Coleman Equipment would be able to target customers who made current or past visits to the websites of competitors. It would target those who looked into equipment dealers within its geographic region. So, by choosing emfluence, Coleman Equipment could better leverage customer data to expand its reach.
However, trying to find this audience for a niche product wasn’t easy. The method involved using display ads of the equipment for multiple brands that were comparable to what the customer was looking to buy. That, combined with an effective call to action, led each potential customer to the equipment page on the Coleman Equipment website. The primary goal was to connect them with a sales team member and increase store traffic.
The integrated digital marketing proved to be successful for Coleman Equipment. The hyperlocal advertising campaign resulted in over 1.4 million impressions, nearly 2,000 clicks, and 0.14% CTR. It also contributed to a 7% boost in equipment revenue from year over year.
These positive numbers from the marketing campaign enabled Coleman Equipment to expand its customer base and stand out from its competition. Ultimately, using these digital services to improve traffic led Coleman Equipment to reach a wider audience and increase sales.