How we get more eyes on your equipment: an in-depth look at our global marketing

When you sell heavy equipment and trucks with Ritchie Bros., you benefit from our unmatched global marketing whose sole purpose is to drive motivated buyers to your assets. More exposure means more eyes on your equipment, more competition, and better price realization for you.

We take a multi-layered approach to generating buyer demand for assets, using real-time market data to drive our efforts. Our long-term brand marketing keeps us top-of-mind and ensures buyer confidence in our marketplaces, targeted promotion of assets & auctions ensures the right buyers are reached, and we continually analyze, identify, and boost promotion of specific assets and categories to maximize exposure and demand.

And whether you’re selling one piece of equipment or an entire fleet with us, all our marketing is included as part of your contract. There are no hidden fees or extra charges. As one of our loyal customers recently said, “Ritchie Bros.’ marketing and exposure is second to none; they get more eyes on your equipment than anyone else”. Here’s a comprehensive look at how we market your equipment to the world.

Website merchandising

Consignors benefit from our unmatched online presence and activity:

• We create dedicated event pages and individual listings featuring auction details, detailed equipment info & photos, and more on rbauction.com
• We promote auctions, asset categories and major consignor packages on our websites, giving them global exposure
• We cross-list specific auctions or asset categories on other Ritchie Bros. websites including IronPlanet and GovPlanet
• We create content using the most searched keywords on the internet to drive traffic to our websites

Email marketing

Leveraging more than 2 million customers in our database that we segment based on their behaviors (activity on our websites, search, watch list, bids and purchases), geography, and industry, we send targeted emails to specific industries and regions to:

• Promote featured equipment per auction or categories
• Announce auction dates, bidder registration open
• Announce PriorityBid or bidding open
• Promote our fully-interactive digital brochures
• Highlight personalized item selections based on past customer behavior

Our experienced marketing professionals drive demand digitally

Today, digital advertising represents a large portion of our marketing strategy, in order to be present at every stage of the buyer journey. And we have a large and highly-skilled Digital Team dedicated to reaching prospective buyers locally and internationally. We ensure our Ritchie Bros. brand is visible and top-of-mind for all prospective users and customers searching for or interested in heavy equipment, construction equipment, transportation equipment and farming equipment. We use different digital ad formats like image ads, video ads, and text ads but also connected TV ads.

Search Engine Marketing
We target new and returning users searching for relevant equipment categories, brands and model keywords in order to have a prominent place on Google search results.

Engaging banner ads across a variety of advertising networks
We target new users with purchasing intent and returning users who have viewed items on our site.

Video advertising on YouTube, Facebook and more, including Connected TV
We target new and returning users interested in specific categories, equipment brands, and interests in a wide range of industries such as transportation, construction, oil and gas, mining, farming and more.

Mobile App Marketing
We target users who have viewed specific assets on their mobile device across multiple industries such as transportation, construction, oil and gas, mining, farming and more.

Social and PR

Our social platforms, Facebook, Instagram, TikTok, LinkedIn, YouTube and Twitter are followed by over 2 million people who engage with our daily content. Our content provides upcoming auction coverage, exposure and reach to support consigners and drive awareness of an auction event and/or specific equipment selling, and also provides trends and insights about all industries.

We publish marketing content targeting our entire buyer base:

• Our blog, Ritchie Hub, highlights upcoming auctions, equipment, and featured testimonials to drive awareness of our brands and activities
• We have dedicated social campaigns targeting specific audience on Facebook, Instagram, Twitter and LinkedIn
• We promote geo-targeted and interest-targeted social media video campaigns featuring equipment available at an upcoming auction
• We communicate and interact with potential customers and followers interested in purchasing equipment on our social channels

Traditional media

Despite the massive shift to digital advertising industry-wide over the years, traditional media still has a place in our marketing efforts, ensuring we reach the largest possible audience of buyers worldwide. We employ:

• Targeted advertising in industry print and digital publications
• Digital and printed brochures
• Targeted radio station advertising
• Billboards and on-road signage

Interested in selling equipment with us? Get in touch today!

See also

Malcolm Excavating retirement sale reaches buyers beyond Ontario