The Challenge

AwardColeman Equipment, Inc. provides construction, agricultural and turf equipment and parts and support to make life better for hard-working customers who contribute to the betterment of their communities. Coleman sells parts and equipment for Kubota, ExMark, Scag, Stihl and other major brands. They have locations in Bonner Springs, KS, Smithville, MO and Lee’s Summit, MO.

In 2020, Coleman Equipment wanted to maximize equipment sales by increasing their share of voice as compared to their competitors by showing up when a customer was in market to buy a comparable equipment model.

The Solution

emfluence targeted customers with current and past visits to a specific list of dealers within a geographic region selling a top competitor brand of equipment. Finding the audience of a niche product was an added challenge. Targeting consisted of a display ad with an image of the equipment model across multiple brands comparable to what the customer had intent to purchase. The CTA of Learn More lead to the equipment page on the Coleman site with the goal to connect with a sales person and increase store traffic.

The Hyperlocal Competitor Conquesting Campaign resulted in:
• 1.4 million impressions
• 1,932 Clicks
• 0.14% CTR
• 7% increase in equipment revenue year over year

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