Bigfoot Crane Company: A Case History
When Bigfoot Crane Company was established in 2014, they had just purchased the entire fleet of rental equipment from another company, in addition to several major product lines sold across North America.
Problem
When Bigfoot Crane Company was established in 2014, they had just purchased the entire fleet of rental equipment from another company, in addition to several major product lines sold across North America.
The prior ownership had not invested in any marketing for several years and while Bigfoot was aware of their local rental market position, they needed to fast track getting a solid understanding of the wider regional and national markets related to their key equipment product lines.
“We knew cranes really well, based on our previous work in the industry,” said Ryan Burton, Managing Director of Bigfoot, “but we really didn’t know how to connect with customers beyond our local relationships.”
“We really wanted to get going, and put our equipment to work,” said Burton, “we had to attract customers, and we needed a real marketing plan to engage the whole market. We needed to get a handle on this, and fast.”
Solution
Ryan called Gerry Wiebe and Gerry brought Jason Pohl with him. Ryan trusted Gerry’s marketing expertise in the industrial sector and Gerry trusted Jason’s ability to analyze markets.
At the time, Gerry and Jason (now Constello) were developing a unique analysis tool that would gather information about the digital marketplace and provide a fact-based strategy for digital marketing. The goal for Bigfoot was simply to generate solid sales leads and drive long-term positive results.
Gerry and Jason outlined a process for Bigfoot that would help them know exactly where and how they needed to focus their digital marketing resources, to succeed in each sector. They provided Bigfoot with a comprehensive assessment that kept in view both the local and the national markets covering the following points:
- How they lined up with the top 17 best practices in their industry
- How they ranked against four of their top competitors
- How they could direct their marketing resources into areas which would provide the greatest positive impact towards their strategic plan
Result
The assessment provided Bigfoot with not only a stunning insight into the marketplace but clear direction for their own digital marketing programs.
It showed Bigfoot the gaps between where they were and where they needed to be, in order to meet and exceed their goals.
The outcome was a clear plan to implement detailed and highly focused digital marketing strategies that gained new sales and brand recognition.
The results speak for themselves as the accompanying graph shows significant and steady growth over the past five years, which remarkably includes two years of COVID-19.
“We were easily able to see and understand the report’s technical findings thanks to the graphic displays and got the detailed recommendations to a contractor for implementation,” said Managing Director, Burton, “We rebuilt our digital programs (website, social media, on and off page SEO) and content marketing programs to drive new business. We used video and blogging to tell our story and build our brand. As each layer was implemented, we saw corresponding gains in our overall sales leads and brand value.
Yes, it was a lot of work, and yes it was well worth it.”
