Client: Bruce Equipment
Bruce Equipment is a South Carolina-based heavy machinery trading company with additional offices in Lincolnshire and South-East Asia. Bruce Equipment has been trading for over 30 years and helps big machines make even bigger journeys by buying and selling machinery, primarily for the construction industry.
To be creative with our approach and execution of a campaign that attracted the right traders in the right areas, who would become long-term customers of Bruce Equipment.
Our challenge was to drive high-value leads from all over the world to sign up to Bruce Equipment’s email marketing list, which we would then use to send sales-focused e-shots advertising the latest stock.
We created a highly-targeted Facebook Ad campaign that attracted potential buyers from all over the world. We used Facebook’s specific targeting to attract new customers via demographics and behaviour while remarketing to Bruce Equipment’s previous buyers and contacts. We then expanded the audience even further by using a lookalike audience of both groups.
By building an audience on the Bruce Equipment Facebook page and email list, we could do three things: strengthen trust by giving them relevant and interesting content day in, day out; build more lookalike audiences to bring more people into the contact list; and market machinery to the audience to remind them what Bruce Equipment has to offer.
We generated over 8,500 leads for the client, all of which were GDPR approved and ready to receive our email marketing communications. Meanwhile, the Bruce Equipment Facebook Page’s audience increased from in the hundreds to over 9,500.
The success of this campaign was underlined not only by the client’s delight at the increase in revenue and brand awareness but also with an award nomination. The Bruce Equipment lead generation campaign was a finalist in the Lincolnshire Tech Awards Campaign of the Year 2018.
Words from the client
David Lucas: “Knapton Wright’s expertise and commitment to our business has been seriously impressive. Their team has generated an unbelievable number of leads for us, which has led to more sales and boosted our brand awareness and customer loyalty.
“I would definitely recommend Knapton Wright to anyone looking to enhance their marketing efforts.“