A refreshed brand strategy to penetrate a new market opportunity
Established for more than 40 years in the Laurentians, Location d’outils GM offers specialized equipment rental and repair services for the construction industry. A partner of LOU-TEC, the company also handles heavy equipment rentals for lifting and excavation work, serving its clientele composed primarily of construction contractors, engineering firms and public works procurement managers.
Since 2005, Location d’outils GM has enjoyed continual growth. Building on this opportunity, the company tackled the Greater Montréal market by inaugurating the province’s foremost LOU-TEC centre in 2018, offering the largest inventory of specialized tools available.
In the Laurentians, Location d’outils GM makes the most of its well-established reputation thanks to its outstanding customer service and comprehensive product offer, with inventor y always readily available.
Anticipating the launch of its new Mirabel branch, Location d’outils GM had to quickly build its brand credibility and notoriety to be able to successfully penetrate a new target market where the company had little visibility.
To challenge the Montréal market, it was imperative to ensure that Location d’outils GM could rely on exceptional visibility to effectively position its rental equipment service, by energizing its target clientele’s interest in its brand.
- Strategic planning
- Brand imaging
- Creation and design
- Web development
- Communications tools
- Media placement
- Digital campaigns
- Web strategy
- Social media and blog
- Content creation
- Display and print advertising
Based on its strategic planning for Location d’outils GM, King Communications refreshed the company's brand, redesigned its website, and deployed its online presence. The roll-out of a marketing mix advertising campaign including a punchy radio campaign and digital and direct mail campaigns was also a success.
The new creative platform, along with a fresh logo, was deployed in a redesigned communications toolkit, including vehicle lettering, interior trim for the new rental center in Mirabel, promotional flyers, exhibition booths and business cards.