Equipment Depot Offers Guarantees as Part of Re-Branding Initiative
Equipment Depot, a material handling, aerial lift, rental, sales and service provider, is revitalizing its brand as it embarks on a new phase of its growth strategy, the company said on its website. The company is emphasizing its “large network” as well as “local service” with a new tagline “Equipped to Serve.”
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 have also been produced to further build brand awareness.
“The material handling and equipment rental industry has been around for decades, so it’s vital that our brand and our message stand out,” said David Turner, president and CEO. “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.”
Equipment Depot’s new Performance Guaranteed pledge, which will appear across all sales and marketing support materials, features five key elements:
- 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;
- Service: Ready to roll 24/7/365 and backed by a 4-hour emergency response time or the first hour of labor is on the company. Plus, free loaners on forklift and aerial lift repairs if the company fails to fix it right the first time or by the time promised;
- Parts: All parts purchased from the company are guaranteed for six months;
- Rental: Rental equipment will be delivered on-time as promised or delivery is free;
- 30-Day buyback: If the new equipment fails to perform as promised and the customer isn’t satisfied, Equipment Depot promises to buy it back.
“We want our customers to know that we stand by our service and our commitment to support them,” added Turner. “You hear other companies making promises but we’re willing to guarantee ours, which we believe is a clear differentiator within the industry.”
Equipment Depot, based in Houston, is part of Pon Holdings, headquartered in the Netherlands. Visit www.eqdepot.com for more information.
About the Author
Michael Roth
Editor
Michael Roth has covered the equipment rental industry full time for RER since 1989 and has served as the magazine’s editor in chief since 1994. He has nearly 30 years experience as a professional journalist. Roth has visited hundreds of rental centers and industry manufacturers, written hundreds of feature stories for RER and thousands of news stories for the magazine and its electronic newsletter RER Reports. Roth has interviewed leading executives for most of the industry’s largest rental companies and manufacturers as well as hundreds of smaller independent companies. He has visited with and reported on rental companies and manufacturers in Europe, Central America and Asia as well as Mexico, Canada and the United States. Roth was co-founder of RER Reports, the industry’s first weekly newsletter, which began as a fax newsletter in 1996, and later became an online newsletter. Roth has spoken at conventions sponsored by the American Rental Association, Associated Equipment Distributors, California Rental Association and other industry events and has spoken before industry groups in several countries. He lives and works in Los Angeles when he’s not traveling to cover industry events.