Ritchie Bros. Auctioneers – Engaging a wider audience through prime time television
Ritchie Bros. Auctioneers is the world’s largest auctioneer of heavy equipment and trucks, and a trusted source for buying and selling construction equipment for thousands of companies. While the company has excellent brand awareness in the industry, it wanted to boost its profile in the wider market ahead of its first UK auction for four years.
While Ritchie Bros. Auctioneers has excellent brand awareness within the construction industry, the company wanted to boost its profile in the wider market ahead of its first UK auction for four years. It needed a PR agency that understood its business and the workings of the heavy equipment industry, but could also take its specific messages to the UK print and broadcast media at both a local and national level.
Picking out key messages that would capture the attention of a mainstream audience was central to the strategy of engaging with TV, radio and press. Then, using our extensive database and media contacts, we created a list of journalists to whom the story would appeal. After that it was a case of working the phones, getting through to the right people, and making a solid pitch.
The results were impressive. In addition to local press, we secured attendance from the BBC (which sent both TV and radio crews), ITV and The Financial Times. We then worked with the client to arrange the day’s press agenda, securing access to senior management and arranging interviews with other attendees to help journalists create their own unique stories.
All the press who attended gave the auction prominent coverage, while other media outlets that were unable to attend still featured it in their output. Among other TV coverage, SE10 secured three five-minute segments of BBC Breakfast, the UK’s most watched daily news programme. The auction was a huge success for Ritchie Bros. Auctioneers, both in terms of financial revenues and attendance, and the client was delighted with both the amount and quality of the coverage. Following the event we sent written materials and images, gaining even more coverage in trade press and local publications.