‍Overview.

‍

Aaron Industrial Equipment operates approximately 50 industrial auctions per year.

Each auction demands precise coordination across email, website updates, LinkedIn, paid media, and PR — all executed on strict timelines.

At that scale, marketing cannot be improvised. It must operate as infrastructure.

‍

‍

The Challenge.

‍

Before partnering with Square Waves:

‍

• Marketing was handled internally.
• 20–30 hours per week were diverted from auction operations.
• Campaigns were built reactively.
• Tools and workflows were fragmented.
• Outreach relied primarily on existing databases.
• Increasing auction volume raised internal pressure.
• Hiring an in-house marketing employee was under consideration.

‍

Aaron Industrial Equipment was working hard — but without a modern system.

‍

‍

The Engagement.

‍

Square Waves became Aaron Industrial Equipment’s embedded marketing and modernization partner.

Our role extended beyond campaign execution. We rebuilt the structure behind it.

‍

‍

Scope of Support.

‍

• Structured multi-send email campaigns per auction
• LinkedIn management and credibility-building content
• Paid media strategy and optimization
• Website auction updates and landing coordination
• PR writing and distribution
• Weekly tactical alignment
• Monthly reporting and strategic review

‍

Execution was only the first layer.

Modernization was the priority.

‍

‍

Modernizing the Marketing Infrastructure.

‍

1. Implementing Modern Tools.

‍

We introduced structured systems for:

‍

• Email deployment workflows
• Cross-channel campaign coordination
• Paid media tracking and optimization
• Performance visibility and reporting
• Clear alignment between auction operations and marketing

‍

Marketing shifted from manual coordination to a defined execution framework. Instead of task-based effort, Aaron Industrial Equipment now operates with system-based delivery.

‍

‍

2. Upgrading Promotional Tactics.

‍

We modernized how auctions are brought to market by implementing:

‍

• Multi-phase email cadence (pre-launch, launch, reinforcement, urgency)
• Paid amplification aligned with campaign timing
• Consistent LinkedIn positioning
• Strategic campaign planning tied to auction schedules

‍

Each auction now follows a repeatable promotional structure. No improvisation. No rebuilding from scratch.

‍

‍‍

3. Expanding Targeted Outreach.

‍

Historically, promotion relied heavily on legacy buyer lists.

Square Waves introduced:

‍

• Targeted lead list identification aligned by equipment type and industry
• Proactive prospect sourcing beyond existing databases
• Structured outreach to new, relevant buyer segments

‍

Marketing expanded from database recycling to active demand expansion.

‍

‍

The Transformation.

‍

Reduced Internal Burden.

‍

• 20–30 hours per week returned to auction operations
• Marketing no longer competed with execution bandwidth
• The company avoided hiring a full-time internal marketing resource

‍

Instead, Aaron Industrial Equipment gained a structured marketing department without increasing headcount.

‍

‍

From Reactive to Repeatable.

‍

Every auction now launches through a defined playbook:

‍

• Pre-launch awareness
• Registration build
• Reinforcement sequence
• Urgency push
• Post-auction communication

‍

Consistency across 50+ annual campaigns.

‍

‍

Increased Data Visibility.

‍

Leadership now reviews structured performance reporting across:

‍

• Email engagement
• Paid media effectiveness
• Campaign timing patterns
• Channel performance comparisons

‍

Decisions are supported by data — not guesswork.

‍

‍

Confidence at Scale.

‍

Aaron Industrial Equipment now operates with clarity:

‍

• Every auction is fully promoted.
• Channels are synchronized.
• Outreach extends beyond historical buyers.
• Campaigns launch on time.
• Marketing functions as infrastructure.

‍

What was once reactive is now structured and modernized.

‍

‍

The Outcome.

‍

Aaron Industrial Equipment evolved from:

A company that runs auctions and manages marketing internally to:

A company powered by a modern, repeatable growth engine.

This transformation enables:

‍

• Scale without operational strain
• Growth without additional headcount
• Consistency across high-volume campaigns
• Expansion beyond legacy audiences

‍