Challenge: Keeping the equipment rental center digitally relevant in the market

Elizabeth Sturges, an account executive at The Eagle, has only been selling media for a little over a year, but in that time has become comfortable enough with AdMall’s Digital Audit that she knew it would help her when she approached a worried equipment rental center.

“The Equipment Rental center specializes in operating a full-​service rental company to commercial businesses, contractors, homeowners, and residential clients,” said Sturges. “[They were] looking for an SEO Audit after expressing the concern that [they were] spending money elsewhere, but were not confident that the specific agency [they were currently using] was doing [their] business any good.

Solution: Turn to AdMall’s Digital Audit for the equipment rental center

“AdMall allowed me to complete a digital audit of their current efforts in the digital space,” said Sturges. “The [equipment rental center owner] was looking to invest money in the commercial side of his business of renting equipment instead of the smaller residential rental clients.” 

“We used the digital audit to customize a proposal for the client and with the information retrieved from the digital audit [made] recommendations on what we could do to better serve their needs.”

Result: An SEO campaign with room for growth

“The [equipment rental center’s] current campaign is [focused on] SEO, with the possibility of digital advertising in the future,” said Sturges.

The client signed on for a one-​year contract for a total value of $12,000. Sturges has recommendations for how other new sales reps can take advantage of AdMall’s vast sales tools.

“I started using AdMall when I first started here at The Eagle in February 2021,” said Sturges.” I would research clients and perform audits to anticipate what their needs might be or have information on what they are currently doing. Other information such as co-​op dollar opportunities and monthly incentives running for businesses also allowed a foot in the door to a conversation for a specific business.” 

“[New reps should] definitely take some time to peruse the information that AdMall offers! Look at what is trending and what information can be gathered about like businesses in your market. The capability to look at local prospecting opportunities and current incentives, savings events, and local promotions gives you firsthand knowledge when prospecting new clients or even pitching an increase in budget and/​or tactics to a current client. Knowing about a client’s business and industry beforehand and approaching them with direct information about their business allows for a more personable conversation.”

These establishments primarily rent equipment on a short-​term basis to homeowners or contractors. The market is comprised of three main segments: Heavy construction, light construction/​general tool/​, and party/​special events. Typical rentals include lawn and garden equipment or construction equipment. Clients rent the equipment because they have a limited need or because they lack sufficient funding to purchase the equipment.

AdMall’s Digital Audit will do a real-​time data capture of any client or prospect’s digital presence in less than a minute. Using real-​time big data to analyze the account’s activity and findability, the Digital Audit:

• Lists digital advertising, local search, search engine optimization, social networking, and incoming website traffic
• Provides a digital opportunity score directing you to the accounts with the most revenue potential for digital marketing services
• Compares the account’s use of digital advertising to the customers who intend to buy what they’re selling in the next 12 months
• Compares the account’s digital presence to their top local competitors
• Does in 60 seconds what would take you 60 minutes to do by hand
• Incorporates data into tablet-​optimized sales presentations in AdMall PRO