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November 2017
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Equipment Depot reinvents for growth with laser focus on service

Equipment Depot, a material handling, aerial lifts, sales, service and rental provider, has completed an extensive rebranding initiative, as it enters the next exciting phase in its growth strategy. The rebrand signals a shift for the business as it capitalizes on its rich heritage and legacy of service, while meeting the evolving needs of its customers.

Equipment Depot, which has a trusted legacy of keeping businesses moving since 1951 and is America’s number one independent material handling and rental business, has unveiled its new brand through an integrated marketing campaign deployed across its 1500-mile footprint. The reinvention of such a well-established company modernizes the brand with strong visual impact and clear messaging, centered around industry-leading customer service along with a performance guarantee.

Communicating the powerful strengths of Equipment Depot as both a large, stable network with a national footprint of 35 branches and a local service provider with 750 highly skilled technicians on the road every day, positions the brand as a leader in a competitive marketplace.

The ‘large network’ but also ‘local service’ message is encompassed within the new company tagline, Equipped to Serve. The new creative captures the essence of the organization’s mission of being the best service provider, highlighting Equipment Depot’s role as the critical support partner to keep businesses running.

The rebrand is supported by an integrated communications campaign, comprising of digital advertising, utilizing platforms such as LinkedIn, combined with shared content on its social media channels. A new corporate brochure and video, which tell the story behind the brand, have also been produced, to further build brand awareness.

Commenting on the new brand strategy of Equipment Depot, David O. Turner, President and CEO, said: “The material handling and equipment rental industry has been around for decades, so it’s vital that our brand and our message stand out.

“Service has always been the heart and soul of the organization, delivered through our expertise in material handling, aerials, specialty equipment, parts, service and rental.  We have the largest footprint with 35 locations, industry-leading brands, 750 certified technicians, huge OEM parts inventory and an experienced team to keep our customer’s operation moving. Our mission is simple. We want to be the best service organization.”

In addition, Equipment Depot has announced its commitment to customers through a new Performance. Guaranteed. pledge which will appear across all sales and marketing support materials. This pledge was developed following extensive customer, industry and competitor research, to address the operational challenges that customers face day-to-day in their own businesses and to create a powerful message that would resonate with them.

The Performance. Guaranteed. promise features five key elements:

  1. Resolution – Employees are empowered to solve customer concerns on the spot. If a customer isn’t satisfied, it’s elevated to the regional leader for immediate attention and resolution.
  2. Service – Ready to roll 24/7/365 days a year and backed by a four-hour emergency response time, or the first hour of labor is on us. Plus, free loaners on forklift and aerial lift repairs if we fail to fix it right the first time or by the time promised.
  3. Parts – All parts purchased from us are guaranteed for six months.
  4. Rental – Rental equipment will be delivered on-time as promised or delivery is free.
  5. 30-Day Buyback – If the new equipment fails to perform as promised and the customer isn’t satisfied, we’ll buy it back.

David O. Turner concludes: “We want our customers to know that we stand by our service and our commitment to support them.  You hear other companies making promises but we’re willing to guarantee ours, which we believe is a clear differentiator within the industry.”

 
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