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Up for a Tough Challenge
When a leader in lawncare products was ready for a truck
fleet changeover, transitioning from two-piece tractor trailers
to one-piece units, the company sought our help in
remarketing the entire outbound fleet, which numbered
hundreds of vehicles. Complicating matters, most of the
trucks were fairly new and carried high book values, creating
the potential for a remarketing loss. This client challenged
us to sell the vehicles and get the best possible return
without losing money on the newer vehicles. We created an
11-step strategy covering every aspect of remarketing
from vehicle inspection through developing, placing and
following up multimedia promotions to creating a special
lease option for potential fleet buyers. ARI successfully
remarketed all the vehicles and exceeded our client's
expectations with returns that averaged 25% better than
initial estimates.
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Specialized Media for Special Trucks
Companies that want to be sure their vehicles are going to be
remarketed successfully come to ARI. One such enterprise, a Sioux
Falls, SD-based utility, has a fleet consisting primarily of vocational
vehicles built for managing the flow of electricity and natural gas
from suppliers to homes, businesses and other customers throughout
the Northwest. In remarketing, such highly specialized vehicles as
these require specialized media, so we initiated a two-pronged
advertising campaign in a newsletter put out by Taylor & Martin,
an auctioneer specializing in vocational vehicles, and in Transport
Topics, a trade publication read by top buyers of remarketed vehicles.
Our advertising cut through the clutter, reached targeted buyers and
helped us successfully remarket the vehicles, posting returns
of 20% more than other outlets.
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