Company Profile

Nueco is the used sales division of the Altec Corporation, one of the world’s leading bucket truck and utility equipment manufacturer.  Nueco helps to circulate used inventory as well as former rental inventory into the open market.  They specialize in construction equipment like bucket trucks, tree trucks, grapple trucks, knuckleboom trucks, and other specialty construction equipment.

Altec has been a leader in the industry for over 80 years.  Founded in 1929 the Altec Corporation quickly grew into a nation-wide industry leader, acquiring several companies and vertically integrating more of their market share.  Altec has taken vertical integration to a new level by tailoring their products to the needs of any given market and industry (new, used, rental, parts, locator, custom builds).  Nueco, the used division of Altec, caters to construction companies, small municipalities, independent used dealers, and auction companies.

Business Situation

The Altec Corporation underwent a major inventory transformation.  Thousands of pieces of new or rental equipment flooded the market and the used division, Nueco, was tasked to sell every piece.  The average piece sold for over approximately $50k.  Nueco, a former web leader, understood the level of competition in the market and was determined to top the market in terms of sales within 1 year.  Leads needed to increase by a minimum margin of 10%. 
Nueco contracted us to help update their inside sales technology by providing automated marketing tools that worked around the clock, even when they weren’t in the office.

Technical Situation

In order to tackle the problem we had to overcome a few technical barriers.  Altec housed their own servers at the corporate location.  The servers powered by Red Hat Enterprise.  The servers allow the entire Altec Corporation (and its subsidiaries) to access a master inventory list for entering new inventory and removing sold inventory through an Oracle database.  The system also accomplished complex tasks for their own internal business and strategy reports.
Our co-located, on the opposite side of the country, were required to constantly update the inventory shown on the Nueco site.  That included description, images, and other variables that were dependent on the type of inventory.

Solution

As with all of our solutions an in-depth interview we were able to determine the actual problem, situation, and ultimate strategy to overcome major obstacles.  We first focused on the website design.  We surveyed the entire used industry to ensure that our design would stand apart from the rest.  After just 2 revisions we had found the new look for Nueco.

We then integrated the design into Content Management System and a custom listing software, which allowed for easy updates and even direct inventory control.  The custom listing software was tailored and custom programmed to fit the needs of Nueco.  We altered the listing software so that it would pull updated listings, images, descriptions, etc. from Altec’s internal servers through a nightly R-sync.

Once the R-sync and listing solution worked reliably, we integrated a CRM solution for their inside sales team members.  The CRM solution allowed us to embed a free quote form directly on the listing’s page and tracked the exact inventory piece.

After setting up the proper traffic and conversion funnels on the site, we performed organic search engine optimization and marketing.  After creating baseline reports and performing extensive market & keyword research, we optimized for the top 10 performing keywords of the industry.
This particular project allowed us to connect all of the dots of a true online web marketing strategy; a proper website (designed for the target audience), the traffic (through organic SEO/SEM), and conversions (on-site traffic funnels and conversions).

Benefits

Nueco enjoyed a complete and professional marketing strategy.  We design the site with an edgy look that would appeal to the target audience and would separate Nueco from the industry’s tired and plain look.  We integrated the design into the Joomla Content Management System with our own custom listing software.  The software accepted the lead generation form from the Sugar CRM system. 

Once a lead was received on the site, it was immediately forwarded to the Sales Manager and auto-assigned (round-robin and with geographical assignment) to the respective sales team member.  The sales team member received notice on their personal computer and mobile device.  This allowed Nueco to follow up with customers immediately, increasing the likelihood that their sales team would earn the sale.

Overall Nueco received a great looking website, connected to an automated listing solution that forwarded leads to team members, and tracked all conversions through sophisticated reporting analytics.  They also received organic search engine optimization/marketing that took their keywords from 2nd and 3rd page results to first page results.  9/10 keywords were ranked 1-5, nationally.  Ultimately Nueco’s average conversion rate increased 15% and the number of leads increased by 17%.