January 2013

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Marketing increasing the effectiveness of the local dealer���s pay-per-click campaign. In recent years, Bobcat���s co-op program has been expanded to include pay-per click advertising. ���The challenge has been adapting to changing technology while retaining auditing controls to be sure we are paying for the right things,��� said Anderson. Equipment Web Services manages PPC campaigns for Bobcat that target the dealership, region and the dealership���s equipment. For example, keywords might be ���Bobcat skid steer, Richmond, Va., and the dealership name. ���This ultimately satisfies the needs of both the OEM and dealer,��� said Tran. ���We have seen a great return for our dealers.��� Co-branded manufacturer/dealer websites are another solution that improves the online presence of the dealer, while providing tracking and visibility to the manufacturer. These pages can be equipped with features like local phone tracking and Web analytics to demonstrate return on investment for both manufacturer and dealer. LBX has partnered with Equipment Web Services to offer this tool to its dealers and it is also a central feature of the Balihoo solution. Education is key to closing the local marketing gap. ���We are constantly monitoring dealer feedback, working with the OEM, their district managers and regional managers, to help them become an information asset to the dealer on the types of programs that are available to help their dealership,��� said Ricardo Porter, general manager of Equipment Web Services. ���We provide training for the district/regional managers as well as dealers to help them understand the importance of the Web program and the marketing tools available.��� According to Porter, the most successful programs are the ones in which the OEM promotes the partnership with the Web services provider. ���OEMs need to be actively involved in supporting the program message, reinforcing that the programs meet the strategic objectives of the OEM,��� Porter said, ���and be advocates of the program for the sake of making their dealers better operators.��� When 40 percent of co-op advertising is lying on the table, it���s time for manufacturers and dealers to start looking for new ways to drive demand and manage the co-op process. Advertising programs need to be more cost-effective, administrative tasks need to be minimized, dealers need more marketing expertise, and new advertising methods can���t be overlooked. Dealers and OEMs are in this together. n Joanne Costin is a freelance writer and marketing consultant focusing on the construction industry. She can be reached at (847) 358-1413 or jcostin@costincustom.com. Visit us at the following shows: AED Bth #615 ISEE Bth #420 ARA Bth #2242 Whether your drilling in quarries, breaking rock on the jobsite or backfilling deep lifts, Furukawa Rock Drill USA (formerly Kent Demolition Tools and Furukawa Rock Drill) provides a reliable, cost-effective equipment solution. To learn more, visit us online at www.FRDUSA.com or call 800.527.2282. Scan this code for more information on FRD USA. January 2013 | Construction Equipment Distribution | www.cedmag.com | 25 20_Mktg_Feature_KP.indd 25 12/21/12 10:46 AM

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