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Let’s keep this simple and to the point.. Well-done print marketing value is on the rise, here’s why: The internet is exploding with infinite amounts of BREAKING NEWS regarding Coronavirus, Tiger King, Coronavirus, ‘Murder Hornets’ and more Coronavirus. There’s no doubt internet and social media usage is up tremendously through the first four months of the year, therefore, general stats (total users, average time spent, etc.) could suggest shifting more advertising to digital media. However, what’s driving the increase in user activity? What’s influencing their subconscious mind? Does that help you and your message? Additionally, people who are usually inactive on social media are now posting and regular contributors are setting personal records daily. And, doesn’t it feel like a war to keep unread emails from reaching triple digits? Now for the boring stuff… Mailboxes are EMPTY! Print advertising and direct mail will be seen and held, you aren’t competing with millions of clickbait headlines, and your customer hasn’t already been negatively influenced with "news.". Suggested Actions: -Don’t stop digital marketing. Adjust to a message for current economy, (Savings, Financing, Availability, Trade-In Specials, Made in USA, etc.) -Send direct mail to your current, past and potential customers. Now! -Capitalize on quality print advertising outlets. -Assuming you’ll be serving the industry for years to come, advertising projects an image of stability, increases “share of mind,” and increased voice as competitors decide to go the opposite direction.
Looking to upgrade your equipment, but need to sell your skidder, sawmill, or pallet nailer first? Or maybe you acquired a few items for a specific job that need to be liquidated, but you aren’t sure what to do? Truth is, there are many different ways, from listing it on LumbermenOnline.com to sitting it out by the road. Each way can fit different types of people and have their own place in the market, but carry pros and cons as well. Assuming you're not one of those lucky guys that are always approached by a deep pocketed offer to help you part ways, here are the main four options in no particular order: Auctions Pros - Assuming the process goes well it's a "quick sale." You have a defined date of item being liquidated, therefore, removes uncertainty. Auction companies have an interest in your items selling for high value and foot the bill for most of the promotion around the sale. Cons - Uncontrolled variables including attendance on auction date due to outside factors, previous items sold, and inability to display equipment’s ability (if applicable). Additionally, other risks are items not exceeding reserve and having to pay a stocking fee, auctioneer’s fees can become very lofty with expensive equipment, transportation of equipment to and from auction, just to name a few. Who does this option work for? Sellers who have numerous items to liquidate, end of business liquidation, or those who want an exact date of sale to plan accordingly. Brokers Pros - There is little time invested by the equipment owner. Generally speaking, there are no fees if your equipment doesn't sell. Utilizing a wide range of contacts from the brokering company. Good brokers are experts at selling equipment, they’ve sold 100s of items, and your item will be nothing they can’t handle. Cons - The most common percent of fees for brokered items is 10% (moving the decimal one place on $100,000 = $10,000). Many brokers have numerous clients and many obligations, you could potentially be one of 100 -200 customers they’re servicing at a particular time. You will not directly know the interest of your equipment to the market and could make for a long selling process. Bad brokers. There are many reputable brokering companies that are worth 10% or more of any item, but there are just enough brokers that talk the buyer up and the seller down to give everyone a bad taste. Not sure where to start looking for a dependable contact to represent your equipment, check out our Online Edition for a solid line up. Who does this option work for? Equipment owners who would like an expert to act on their behalf, while saving time that takes away from what their everyday responsibilities. Marketplaces, i.e., LumbermenOnline.com Pros - Direct control of entire selling process, from price, terms, and transportation. No pressure or obligation to continue to sell your equipment, if the decision is reverted, for example, a new job gets pushed through and that equipment is now needed. Selling your equipment directly carries the minimum number of people involved, by default will simplify the process. Sellers will avoid the previously mentioned high fees versus brokers or auction companies. Solid marketplaces and buy/sell/trade outlets will advise you on tips to help make the process go as smoothly as possible. Advertising in outlets, like LumbermenOnline.com, get your items in front of all potential buyers, including dealers, other brokers, and end-users. Cons – Selling your own equipment can potentially be time-consuming by taking calls, following up, showing equipment, etc. Finding a reasonable asking price can be cumbersome in some circumstances, not all machines are equal - however, your account representative can help advise you on a target price. Just like brokers, selecting valuable outlets to use can be risky – focus on similar equipment listed (if there’s just one or two like items, you’re in the wrong spot), gauge their online services, 84% of adults use the internet, and reach out to past advertisers for reference, even if their item didn’t sell, they can give insight on the process. Prepaying for services, that is any less than 100% success rate always, carries a risk of being out the advertising cost. Logistics of a potential buyer can be a headache. Who does this option work for? People who want to sell their own equipment efficiently, control the process, retain the selling amount in full and get their equipment in front of as many prospective buyers as possible. Get started now! FREE! - Local/Roadside/Craigslist/Facebook Pros – By far the cheapest option to utilize. 90% of potential buyers will be local, therefore, transportation of equipment won’t be a hurdle. You’re still selling the equipment yourself, so you will have complete control of selling process. No pressure from others in the selling process make for a stress-free experience. Cons – If this option worked more often than not, this article would be two sentences long and the above options wouldn’t exist. Furthermore, low number of eyes on your equipment reduces response greatly. Let me explain, parking a Ford F-150 on a busy highway is a good idea. Everyone that drives by is a potential customer because they’re a driver. However, not every driver has a need for a used feller buncher or other heavy equipment. This route is a time killer, if your equipment is parked on the road for 2 months with no interest, that’s two months of no use and time that could’ve been advertised on a larger scale. Who does this option work for? Sellers who aren’t in a hurry for any reason, don’t need to use the equipment during the selling process, and have a solid local market for their equipment for sale. Overview All options have ups and downs, that’s why they all exist. Your goals of selling your equipment will help determine which option fits you. Overall, selling your equipment isn’t hard, like many things, you just have to start. Many potential sellers put off liquidating tens of thousands of dollars in equipment because it seems overwhelming or time-consuming. However, that equipment is at its peak value today (assuming no upgrades or repairs are needed) and there’s a cost even for items that are paid for and not used. If I were selling my equipment, I’d use a couple options that are able to ensure I got my item in front of as many potential buyers as possible. The real winner here, is the buyer of your equipment – you just have to find him!
I’ve heard it thousands and thousands of times and its well documented and reported that ‘print’ is DEAD! From local newspapers, to national magazines, industry related rags and many others have collapsed or barely holding on – I get it! It’s a popular thing to say, “Print is Dead,” it can make you feel innovative, forward thinking and even trendy. BUT, take one step back to the headline, replace “Print” with any advertising outlet you’re a customer of and the statement may still be true… if you don’t evaluate your chosen advertising channels. As an advertiser and a customer, you’re paying for the audience that the magazine, newspaper, website, app, radio, television, billboard, racecar, trade show, or any other advertising investment reaches. That’s it, the audience. Are they reaching your perspective customers? How do you know? In some cases, you won’t know until you try it. It’s simple! No really, it is. To at least check the basics of any advertising option, but in this case, let’s stick with print. There’s 3 key requests you should ask for, before advertising with any print media or if you haven’t in a while (or ever), your current print advertising outlets: Can you send me your most recent audit statement or postal receipt? How do you grow your audience? How do you scrub your audience? If these don’t get answered truthfully with proof, don’t donate your money – even if it is ‘cheap.’ Online advertising is popular for many reasons, but the one that is most overlooked is that every specific paid for ad directly tells you how many eyes were reached. Great! Now, apply that to all other advertising focuses, including print. In short, don’t group all ‘print’ all in one – there’s plenty of print media that wasn’t worth advertising with in the 80’s and 90’s, and that’s still true today. Vet your advertising, ALL ADVERTISING.