8 Top Marketing Tips For Your Construction Equipment Dealership
Your construction equipment dealership cannot be the thriving business you want it to be, unless you market it. It doesn’t matter if you’re new in town or you’ve been a regional mainstay for years. Without marketing, your dealership is unlikely to grow. Set the right strategies and tactics in motion, though, and you will surely stand out from the competition.
We’ve assembled eight tips to help you build brand awareness and build your reputation as the go-to dealership for everything from construction equipment advice to purchasing and after-market services and other support.
1. Get professional help.
Managing a dealership is complex. And marketing is a full-time job, requiring specific writing, design, public relations and other skills. Even if you have someone dedicated to these activities, an outside professional who knows the latest marketing trends and also knows the construction industry can help focus your marketing investment so it pays the biggest dividends.
2. Your logo visually represents your brand.
Your “brand” is everything about your dealership, but your logo is the unique visual that represents who you are and what you stand for. So use it on everything people see, from your signage to your website, social media pages, business cards, brochures, advertising, invoices, trucks and equipment you drive or rent to customers, staff shirts, coffee cups and giveaways such as pens. Every sighting of your logo reinforces your name and brand.
3. Rev up your website.
Gone are the days when a website was just an electronic brochure. If you aren’t doing everything you can to offer a good-looking, informative website that’s easy to use, you will certainly lose ground to your competitors. Your website must clearly show people everything you have to offer and how to contact you. It has to provide timely, useful information for both prospective and existing customers.
4. Networking still matters.
As vital as your website is, there’s no substitute for networking. It personalizes your dealership and establishes you and your key people as professionally knowledgeable. It enables you to meet people who can refer you to potential new customers. Network through your local ABC or AGC chapter, chamber of commerce LinkedIn, etc.
5. Let local media tell your story.
Local newspapers, statewide business magazines and trade association publications all have business news sections. Send a short press release whenever you make a big sale, partner with a new OEM or introduce a new product line, hire new staff, win an award or attain a new certification, hold an event such as an open house or demonstration day.
6. In fact, make friends with writers and editors.
They need good stories for their main pages, not just the business update column. Find out who covers construction or other topics relevant for your dealership, and take them to coffee or lunch to introduce yourself. Ask them outright what kind of stories interest them and how you can help them. Establishing yourself as a resource can get you mentioned, even quoted. That’s great PR for you and your dealership.
7. Connect with customers and colleagues.
You don’t have to spend all day twiddling with Twitter, but regularly updating your networks on LinkedIn and Facebook, posting periodic videos on YouTube and creating a monthly or quarterly e-newsletter all keep your dealership top-of-mind with your most important contacts, including customers, OEMs, industry associates and the media.
8. Show your community spirit.
Helping your community helps your dealership get noticed. Sponsor an event or lend a piece of equipment to complete a charitable project. Lend your expertise by serving on a board or getting your staff together for a day of volunteering. Take pictures, and talk about your experience in your marketing content. You’ll have fun, too.