In this Acceleration Case Study, learn how Coleman Equipment reached an expanded target audience without adding additional staff or costly new tools. The business was looking to increase equipment sales, however, due to distribution cost constraints, their reach was limited to a local two-state radius. It was crucial for the business to identify the total available market and target new customers. By integrating digital marketing automation tactics into existing Microsoft Dynamics processes, Coleman Equipment was able to improve customer data. Read how they identified customer gaps and maximized possible sale opportunities.
Business Challenge – Finding a Way to Maximize Equipment Sales
Coleman Equipment offers 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. For instance, these brands include Exmark, Kubota, Stihl, Scag, and many others. However, Coleman Equipment needed to find a way to further improve its equipment sales.
With products and services targeted towards a specific audience, Coleman Equipment recognized the challenge to maximize its equipment sales. They wanted to improve by expanding their target audience. Additionally, they needed to gain an edge over major competitors. Coleman Equipment had to search for a solution that would enable them 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. In choosing emfluence, Coleman Equipment would be able to better reach their target audience by leveraging data. They were able to target customers who made current or past visits to the websites of competitors. It would track those who looked into equipment dealers within their geographic region. By using this data, emfluence enabled them to expand their reach.
However, trying to find this audience for a niche product wasn’t easy. The method used for targeting such an audience involved using display ads of the equipment for multiple brands that were comparable to what the customer was interested in buying. By using a compelling call to action, they were able to lead each potential customer to the equipment page on the Coleman Equipment website. The primary goal was to connect them with a sales team member while also increasing store traffic.
Choosing to partner with emfluence for integrative digital marketing proved to be a wise investment for Coleman Equipment. Using this hyperlocal advertising campaign, it resulted in over 1.4 million impressions, 1,932 clicks, 0.14% CTR, and 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. Meanwhile, it also helped them to stand out from the competition. Ultimately, using these digital services to improve traffic led Coleman Equipment to reach a much greater audience and increase equipment sales.