No matter how powerful your brand or how skillfully your sales team closes deals, every company benefits from integrated marketing to reach revenue goals. Peterson Cat, the exclusive Cat® equipment dealer in California, Oregon, and Washington, has a high-volume equipment inventory that requires constant movement to hit the mark on quarterly revenues and make way for more equipment.
Parallel teamed up with Peterson Cat to develop a turnkey, integrated marketing digital strategy that accelerates purchases through the sales conversion funnel.
We developed a mobile-first auction sales tool that converts the traditional Dutch auction into a direct, interactive online customer experience. Throughout the online Dutch auction cycle, Peterson Cat uses optimized customer analytics to promote customer-relevant early bird incentives. Social media, re-marketing advertising, email drip campaigns and other key access points serve as lead generators to reach customers early and close deals.
Good news travels fast. After a successful launch, dealers across North America have adopted this easy-access online Dutch auction tool and substantially increased revenues while clearing inventory. This contemporary twist on a traditional Dutch auction earned the Online Marketing Initiative of the Year Award from Caterpillar.
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