EquipFi is a finance company that consists of Conserv Capital and TruckerFi. Conserv Capital focuses on Heavy Construction Equipment, some of the most common machines include, Mini Excavators and Skid Steers. TruckerFi finances Semi-Trucks. Both focus on finance options for Owner/Operators who have been in the field for over 3 years. In the past, both companies were start-up and first time buyer friendly, but issues with payments made them currently focus on more experienced buyers.
Contractors and Trucker Owners that are looking to expand their fleet
Direct to consumer focus
Objective: Raise brand awareness (Buyers recall our name when they are in the dealership)
Mostly focusing on contractors/truck drivers who have not yet worked with EquipFi, as we want to expand our reach.
Why choose EquipFi over others?
Why Choose EquipFi again and again?
Dealerships
Objective: Raise brand referrals to customers (we will see applications from those dealerships rise)
We want them to prefer doing work with EquipFi
Currently, most of our secondary audience outreach is performed by our sales team, but we believe that some marketing benefits will also persuade them to lean on EquipFi more often.
1. EquipFi's primary competitors are other Truck Financing companies
Compass Equipment Finance
15+ Years in business
Same day credit decisions
One stop shop business model
Affordable financing plans
Similar credit philosophy
Truck Lenders USA
Best for fair credit
Promote that the only financial information needed are bank statements 24-60 month terms
Commercial Fleet Financing
"Individualized and flexible"
Option for a financing expert to call me
Best for fast funding
Approved as little as 2 hours
CAG Truck Financing
Commercial truck financing: Featuring truck financing for startup, bad credit, and more. Onstaff certified diesel technicians and truck experts to help guide you through every step.
Testimonials with pictures on their website
Best for bad credit
2. Banks and big finance corporations.
3. Other Equipment Financing companies
United Capital Group
Finance construction equipment at rates as low as 3.5%
Approval within a few hours
90 day deferred payment
15 years in industry
Equipment companies like John Deere also offer loans and leases for their equipment.
Strengths of EquipFi
TruckerFi: Conserv Capital: Same-Day Funding Company Culture
No AI or Automation
Niche Focus on Semi-Trucks
Flexible Financing Options
Operated by Equipment People
No AI or Automation
We Finance a Large Range of Equipment
Both EquipFi companies specialize in their respective industries. With Conserv Capital, our key differentiator is that our employees have a background in the construction sector. On the other hand, while TruckerFi may not have former truck drivers on their team, they have over 15 years of combined experience, making them industry experts.
A business account is able to choose a goal, we would choose profile visits, create an audience, we can set their interests as Construction or Trucking, and decide how long the campaign should be and the reach number.
Popular Keywords to Focus on
TruckerFi
Truck Financing
Semi Truck Financing
Truck Financing Deals
Commercial Truck Financing
Conserv Capital
Construction Machine
Financing
Heavy Equipment Financing
Specific equipment types with the word "Financing" or "Loan" afterwards
According to Google Trends Data
We have been updating our website and with that we need to come up with keywords and phrases that we want our website to come up for. Here are some of the most common phrases used when trying to find finance options for trucks/construction equipment.
We can also used email marketing as a way to give something exclusive to our current dealerships. We will have raffles that are for current dealership partners only, called "EquipFi Raffle". If they fill out a form, sent by email, they will be entered into different raffles.
(Winning things like Airpods, Gift Cards, etc.)
Print efforts should focus on industry newspapers and magazines, for example Transport Topics for TruckerFi and Engineering News-Record for Conserv Capital. Not only will we reach a new audience through these established magazines, but within this new reach will be well established contractors/truck drivers which may lead us to more stable deals in the future.
$178 per column inch ($18 per line with 6 line minimum)
W place advertisements on rad ll day listening to the radio and adio while working on site. Bot ments so we believe if they co be beneficial to our brand o through iHeartRadio.
Conserv Capital would benefit from a billboard off a construction site in Nashville with the intention of increasing brand recognition for Conserv Capital among construction companies, workers, and contractors who might be in the market for a new machine within the following months.
Benefits of billboards: there is no way to avoid billboards, you can’t skip it like a commercial.
42% used an online search after seeing a billboard
32% visited an advertiser’s website after seeing a billboard
Our thorough research has shown the power of event sponsorships, evident from TruckerFi's success at MATS. These wins elevated TruckerFi's image in truck finance. Conferences play a key role in boosting brand visibility and fostering real connections in our target group. Using this insight, we propose a similar approach for Conserv. Though Conserv is new to conferences, we believe emulating these sponsorships can elevate brand recognition and establish Conserv's trustworthiness in truck finance. Face-to-face interactions at these events let our audience connect with our values, building trust in our full range of services.
Conserv Capital has already begun to partner with Bobcat online, with a link to our financing application, as well as sponsoring local events together. Continuing this sponsorship and possibly partnering with others will link the name to well known brands in the Construction industry.
1.
Social Media (Free and Paid)
Remain active on social media posting advertisements, testimonials, office culture, spotlights, etc.
a. Invest in Instagram marketing to reach a wider audience with our posts b. Search Engine: Optimization and Marketing
2. Update the website and use keywords in titles a. Use Google advertising apps to get a sponsored link for specific keywords b. Magazine Advertisements
3. Transport Topics a. Email Marketing
4. Keep our dealerships up to date
c.
a. Monthly newsletters for customers/dealerships to know what we are up to b. Offer prizes to know for being in the "EquipFi Family"
5. MATS a. Radio
Event Sponsorships
6. IHeartRadio Country station a.
7.
Influencer Marketing
Begin a conversation with Larry Cotharan a.
SEM (1 Week): $2,868
Radio/Podcast (12 Weeks): $5,000
Magazines (1 Issue): $572
Event sponsorships: $6,000
Social Media (30 days): $180
Influencer Marketing (one post): $500
TruckerFi Raffle: $1000 =16,120
1.
Social Media (Free and Paid)
Remain active on social media posting advertisements, testimonials, office culture, spotlights, etc.
a. Invest in Instagram marketing to reach a wider audience with our posts
b. Search Engine: Optimization and Marketing
2. Update the website and use keywords in titles
a. We are not pushing SEM unless absolutely necessary because of the high rate
b. Magazine Advertisements
3. ENR
a. Email Marketing
4. Keep dealerships in the know
a. Update our customers and dealerships on important things to know
b. Offer prizes to know for being in the "EquipFi Family"
c. Billboards 5.
Design and purchase space on a billboard in Nashville near a construction site for 3 months
a. Radio 6. IHeartRadio Station: Talk to representative for data aout their audiences
a. Event Sponsorships
7. World of Concrete conference a. Brand Partnerships 8.
Continue to work with Bobcat and stay in good standings with them a.
Radio/Podcast (12 Weeks): $5,000
Magazines (1 Issue): $572
Billboard (12 Weeks): $5,970
Social Media (30 Days): $180
Conserv Raffle: $1,000
Event Sponsorships: $6,000 =$18,722
What should we see by the end of this?
Increase in Instagram and LinkedIn Followers
More clicks on website
More applications submitted
In turn... More accounts and an increased profit
Stagger campaigns to track what brings in more business
We are trying to reach out to new clients that have never heard of us before
A few extra thousand left in each budget to allow us to decide what strategy is working the most for us
Any questions?