VOLUME 5 ISSUE 5 REACH GLOBAL MARKETS INTERNATIONAL PRINT & ONLINE EXPOSURE BEST PRACTICES FOR ADVERTISING PARTS SIMPLIFY SALES WITH THE SANDHILLS CLOUD FINANCING, TAXES, HAULING LOGISTICS, STAFFING & MORE Sandhills Magazine EVERYTHING PARTS DEALERS NEED Sandhills has the tools and services to help you succeed in any market. Powerful advertising in print and online with a strong presence both domestically and internationally guarantees buyers and sellers find the right match. 4 Best Practices For Advertising Parts 7 How It Works Parts Search 8 How Buyers Find Parts, Attachments & Components 10 Fast Track The Easy Way To Buy & Sell At Wholesale 14 Move Components & Attachments At Auction Easy, Lucrative Online Auctions With AuctionTime.com 17 Parts Banner Ads More Exposure, More Leads SUCCESS WITH SANDHILLS 18 Lyle Machinery Used Parts 26 H&R Construction Parts & Equipment 34 ITEC 2000 Equipment & Hydraulics 40 Utah Track & Welding INDUSTRY BUZZ 42 CyberSecurity Notes Planning For A Security Breach 44 Industry News 48 What’s New At Sandhills Updates & Rollouts This Month VOLUME 5, ISSUE 5 EDITOR’S NOTE: WHAT’S IN A NAME? TOOLS TO GROW YOUR BUSINESS 20 Fast Track Iron Connecting Wholesale Buyers & Sellers 22 Simplify Financing, Taxes, Hauling Logistics, Staffing & More 28 Reach Global Markets International Print & Online Exposure 30 The Sandhills Cloud Simplified Solutions For Your Business 32 Valuable ROI Metrics Efficient & Effective Marketing 36 Premium Hosted Websites Custom Features, Expert Support 38 In-House Website Design & Maintenance Sandhills Builds The Site You Need, Then Keeps It Up & Running ABOUT SANDHILLS PUBLISHING In 1997, then Peed Corporation was renamed Sandhills Publishing. The new name describes the company’s focus, but that’s not the only reason for the change. Through this name, the company strengthens a link to its corporate symbol—the Sandhill crane. Sandhill cranes make an annual migratory trek from Texas to Canada, stopping en masse at Nebraska’s Platte River valley for food and rest. In a similar way, Nebraska has proven to be a bountiful resource for Sandhills Publishing as the company strives to meet the needs of readers, whether they are large businesses or individual consumers. In the cranes’ behavior, Sandhills Publishing finds another important characteristic that it aims to model: Just as the success of the whole flock depends on the efforts of each individual bird, Sandhills Publishing depends on the efforts and initiatives of its individual employees, now over 900. 46 Did You Know . . . 50 The Story Of Sandhills Publishing 56 Five Decades Strong The History Of Sandhills Publishing 58 Welcome To Sandhills Publishing Copyright 2017 by Sandhills Publishing. All rights reserved. Reproduction of material appearing in Sandhills Magazine is strictly prohibited without written consent. PUBLICATIONS 62 63 64 65 66 Machinery Trader Truck Paper TractorHouse MarketBook RentalYard 67 68 69 70 71 AuctionTime Machinery Trader Auction Results Controller Charter Hub Executive Controller Contact Sandhills Publishing: www.sandhills.com feedback@sandhills.com phone: (800) 331-1978 fax: (402) 479-2195 Print ISSN: 2377-2581 Online ISSN: 2474-0624 BEST PRACTICES FOR ADVERTISING PARTS A n effective ad targets the right buyer to keep their machines, trucks, trailers, and buy and own machines and aircraft. Print in the right place at the right time, aircraft in service. Each of these key brands ads in these magazines not only reach providing all the information that buyer provides direct access to buyers in its niche buyers, they build brand recognition and needs to make a decision—or, at very industry, making it a powerful advertising credibility. In the same way that advertising least, a phone call. It’s about not just about avenue for moving parts at retail. Fast Track in these print publications generates results generating more leads, but generating high- is Sandhills’ wholesale avenue: It’s a long- for equipment and aircraft sellers, they’re an quality leads that translate into sales. Where standing, global, dealer-to-dealer parts and important avenue for parts dealers looking there are used equipment and aircraft attachments network that makes buying to tap into new markets (both domestic buyers, there are folks in need of parts, and and selling at wholesale simple, convenient, and abroad), retain existing customers, and whether your operation is devoted strictly and cost-effective. Online auctions are edge out competitors to gain market share to parts, attachments, and dismantled an ideal outlet for parts, attachments, in certain geographic areas. machines, or it’s simply another division of components, your business—Sandhills provides direct machines and aircraft. AuctionTime.com LIST SPECIFIC INVENTORY access to an active audience of buyers in makes them especially profitable with Listing a specific machine elicits a phone your industry through simple cost-effective built-in advertising and an expansive global call from a customer who is interested in avenues that generate consistent results. audience. (Learn more about moving parts buying it; the same is true for attachments, Here’s how to capitalize. through AuctionTime on page 14.) components, and dismantled machines. and dismantled/salvage List specific inventory in your print ads 4 RETAIL, WHOLESALE & AUCTION OUTLETS ADVERTISE IN PRINT with clean photos, detailed descriptions, Sandhills’ print publications have been and applicable parts and serial numbers. Sandhills provides access to buyers in each the leading resources for buyers in their These listings then become featured market, so you can move parts wherever industries for decades. With regional listings, which receive priority placement they’re Trader, editions distributed across the country on the publication’s corresponding website. TractorHouse, Truck Paper, and Controller and around the world to locations buyers Rotate different inventory into your print attract buyers in the market for equipment frequent, advertisers reach a precise (and ad each week to keep buyers interested and in these industries and the parts they need otherwise elusive) audience of folks who receive more featured listings. needed. Sandhills Magazine Machinery MACHINERYTRADER.COM LIST ALL INVENTORY ONLINE At the cost of a regular print ad, sellers are able to list all of their inventory online on Sandhills’ websites—and that includes parts! These sites are trafficked by more than 14 million visitors each month who use them to search for specific parts or browse listings. That’s a lot of potential customers, and when your inventory isn’t listed online, you’re missing out on a valuable source of leads. INCLUDE PHOTOS Adding photos to your ads not only lets buyers see the quality and condition of the item, but also helps those who may not know the number of the part they are looking for determine if a part is right for what they need. Advertising dismantled machines as featured listings is a great way to advertise all the components that will be sold off of those machines at once. When you acquire a wrecked machine, take pictures of it immediately and feature it in your print ad and online. This way you can start advertising At the cost of a regular print ad, sellers are able to list all of their inventory online on Sandhills’ websites—and that includes parts. These sites are trafficked by more than 14 million visitors each month! and selling parts and components before they ever even hit the shelf. LEVERAGE AUCTIONTIME A regular presence on AuctionTime reaches CROSS-LIST IN PARTS CATEGORIES new customers and gives you an easy way to sell irregular items or aging inventory. Some customers know the part number When you list on AuctionTime, print they are looking for, some do not. Cross- and online marketing is included in the listing enables buyers to find what they need low flat-rate cost. Auction listings appear whether or not they have a specific number. on your hosted site, AuctionTime.com, In addition to searching by part number, UpcomingAuctions.com, and ahead of customers can search for parts through listings on Sandhills’ industry websites. For the attachments and components category parts dealers, listing on AuctionTime is an online. If the customer knows what he needs, easy way to stay relevant and recognizable but doesn’t know the specific part, this is in the industry. PRINT AD CHECKLIST FOR PARTS DEALERS 1. 2. 3. 4. 5. Update inventory advertised in print each week. Include photos for attachments, components, and salvage machines/ aircraft. Feature specific inventory. Include part numbers and serial numbers. List across categories. where he will find it. List by part number, and/or list based on the machine that the TARGET INTERNATIONAL BUYERS component fits. In short, it’s best to advertise Buyers major components with their part numbers international markets constantly need parts, and also under their categories so end-users attachments, and components. Sandhills always find your inventory in a search. gets your inventory in front of them through but also by attachment or component type in established and emerging local website domains and regional editions 6 HOSTED WEBSITES distributed to local audiences all over the Cross-list parts on Sandhills' websites world. Interested in leveraging Sandhills’ and your company website for even more local presence in countries like Germany, exposure. When you host a premium Spain, Italy, the Netherlands, South Africa, website with Sandhills, the tools you need Mexico, Australia, and beyond? Contact to seamlessly manage and update your your sales rep. inventory internally, update print and Sandhills has established its brands as online advertising, and update listings resources for both buyers and sellers all on your website are all tied together. That over the globe. Advertising in the industry’s means one point of data entry and one leading resources provides the ability comprehensive system to save you time and to broaden your customer base, while keep information accurate and updated. retaining local market share. Whether Hosting a premium site with Sandhills is online or in print, Sandhills’ publications easy and cost-effective, not to mention other reach active buyers in targeted markets on key benefits. Refer to page 36 to learn more a daily basis. The result? More leads, more about premium hosted sites from Sandhills. sales, and more growth. Sandhills Magazine ONLINE CHECKLIST FOR PARTS DEALERS 6. List all inventory online at MachineryTrader.com, TractorHouse.com, TruckPaper.com, or Controller.com. 7. Provide detailed information in online listings. 8. Update print ads to leverage featured listings. 9. Advertise with banner ads. 10. Update inventory on your hosted website. 11. Sell regularly on AuctionTime.com. 12. Utilize Fast Track to source parts as needed. HOW IT WORKS PARTS SEARCH When buyers need a specific part, attachment, or component, they take advantage of the parts search feature on MachineryTrader.com, TractorHouse.com, TruckPaper. com, and Controller.com. It’s an easy, convenient way for buyers to find what they need. For dealers, listing inventory on these powerful industry sites is free and easy when you advertise in print. • Users click Parts Search in the navigation menu on MachineryTrader.com, TractorHouse.com, TruckPaper. com, and Controller.com. • Users input an exact or partial part number, then click search. • Buyers receive a list of parts, quantities, location, website, and contact info. • Buyers contact sellers directly. HOW BUYERS FIND PARTS, ATTACHMENTS & COMPONENTS W hen folks in the construction, listing dismantled machines online (and Search tab and inputting either all or some agriculture, and commercial in print!) is an easy way to generate high- of the part number. The search instantly parts, quality leads, and get customers on the yields a list of entries for the part, its attachments, and components, they go phone. Even if the dismantled machine location, the quantity the dealership has to the only resources that make sense: doesn’t have the part they need, you on hand, the date the listing was added or Machinery Trader, TractorHouse, and might have it in stock, or be able to source updated, and contact information (phone Truck Paper. These magazines and it through Fast Track (refer to page 10 for and email) for the seller. websites lead their industries, helping more info) and gain a new customer. trucking industries need brands build notoriety and credibility Advertise a dismantled makes listing parts inventories on among buyers, and strategically placing machine online and in print right when MachineryTrader.com, inventory in front of them every week. you get it with pictures and video (if it runs) com, TruckPaper.com, and Controller. Whether online or in print, buyers have and start selling parts even before taking com especially important, and Sandhills a number of options when it comes to it down. As the machine is dismantled, makes it easy to list and update with finding precisely what they need. cross-list parts and components online inventory management tools from the by specific part number and in their Sandhills Cloud. DISMANTLED MACHINE SEARCH 8 Pro tip: Pro tip: The parts search feature TractorHouse. appropriate categories. When a buyer with a specific machine PART NUMBER SEARCH needs a part for that machine, he doesn’t Buyers in the market for specific parts also ATTACHMENTS & COMPONENTS CATEGORY SEARCH always know the ins and outs of the search by part number. Typically, these Buyers looking for larger-ticket items such part and its specs or part number. The will be fleet owners, service managers, as engines, transmissions, cabs, buckets, dismantled enables and other professionals in the industries. and the like, will utilize the category search buyers to drill down online listings for This buyer can quickly and easily find on the website that fits their industry. dismantled machines to find the machine sellers with the part he needs using the For example, if a buyer is looking for a they’re looking for, then contact the parts search on MachineryTrader.com, bucket to fit a 235 excavator, but the part seller directly to locate the specific part TractorHouse.com, TruckPaper.com, number has rubbed off, he can search by they need from that machine. For sellers, or Controller.com by clicking the Parts category from the MachineryTrader.com Sandhills Magazine machine search homepage. This is a quick and easy way TractorHouse, and Truck Paper in search for buyers to narrow down a search for of trailers. Pro tip: List inventory on AuctionTime the item based on the manufacturer and Advertising in print gets your brand in four whole weeks ahead of the sale so you can model, or based on the machines it fits. front of customers every single week. They take full advantage of built-in print and online and might not need a part of attachment right advertising across MachineryTrader.com, components with pictures, which give now, but when they do, they know exactly TractorHouse.com, and TruckPaper.com, buyers a look at the equipment before they who to call. and in the AuctionTime magazine, which is Pro tip: List attachments equipment, trucks, and few simple clicks. call. This is especially important when Pro tip: Update your print ad regularly advertising in banner ads and in the print so that buyers know you have an expansive publications; in fact, buyers are statistically inventory that is constantly moving. And, more likely to call about a specific listing of course, include pictures and detailed SELL MORE INVENTORY when it has a photo, compared to line descriptions on every item. The key to selling more parts is getting distributed alongside the print publications for these websites. them in front of the buyers who need them, listings or general ads for products and services. Plus, equipment advertised with ON AUCTIONTIME.COM whether they’re across the road or across a photo in print receives better placement AuctionTime is the leading online auction the world. Sandhills does exactly that online through photo listings. platform for these industries, making with a powerful print presence, and tools it an ideal avenue for attachments and that make listing parts online easy and components. When you’re ready to get a efficient—plus features that help buyers the piece of inventory off your shelf, list it on quickly and easily locate the part they need print editions of Machinery Trader, AuctionTime for a low, flat fee in just a and the dealer who has it. IN PRINT Buyers are constantly perusing Sandhills Magazine 9 FAST TRACK THE EASY WAY TO BUY & SELL AT WHOLESALE KEY ADVANTAGES OF FAST TRACK • • • • • • • Send and receive parts requests A global network of qualified parts dealers User-friendly and cost-effective Backed by Machinery Trader, TractorHouse, and Truck Paper Import parts inventory quickly and easily to get started Export and upload into Inventory Management in the Sandhills Cloud Seamlessly export parts inventory to advertise online “WITH FAST TRACK, DEALERS CAN QUICKLY AND EASILY SEND OUT A SINGLE PARTS REQUEST, AND GET ANSWERS FROM QUALIFIED USERS AROUND THE WORLD.” I n the early 1980s, years before the service for parts and attachments dealers commercial internet and email became to buy, sell, and locate used or surplus widely available, Sandhills Publishing equipment parts has remained the same. recognized a need in the construction In all, the network continues to solve a equipment parts industry. Parts dealers basic industry need: “If a customer walks across the United States had hundreds, into your business and needs a part you sometimes hundreds of thousands, of don’t have in stock, you can locate that parts in their inventory. But if you needed part for them from another dealer on the a part for a customer and didn’t have it in Fast Track network,” explains Fast Track your inventory, there wasn’t a quick and department manager Greg Loseke. “That simple way to locate and buy that part from allows you as a dealer to keep the customer, another dealer. and build that customer relationship Solving that problem set the foundation for an electronic messaging service for the because they don’t have to go elsewhere to find what they need.” construction equipment parts industry. First known as the Peed Parts & Attachments QUALIFIED PARTS DEALERS Network, the service allowed dealers to Through the years, the Fast Track service broadcast a message stating the part they offerings have expanded from simple needed, to which individual dealers could parts messaging into machinery for- respond directly. The original hardware sale and auction results, but it remains a used for the system included a typewriter closed dealer-to-dealer network available connected by a black box and modem to a exclusively to qualified parts dealers. “We dial-up phone line. As customers joined the personally qualify all Fast Track users by network, Sandhills provided the necessary ensuring they have the inventory they computer equipment (including a monitor, say they do on hand,” explains Greg. printer, and paper) and sent reps to visit New dealers can join the network by parts dealers in person to get the technology providing references, and a Fast Track sales up and running. representative will often visit each new Although both the hardware and dealer in person to validate their inventory. software have changed, along with the “Dealers love that exclusivity,” says Sales name—Peed Network evolved into the Representative Austin Neesen, who visits internet-based Fast Track program in customers in person on a regular basis and 1997—the underlying goal of providing a is a phone call away between visits. Sandhills Magazine 11 The Fast Track qualification process, send out a single parts request and get attachments, and other equipment directly combined with Sandhills’ approach to answers from qualified users around the to end users at retail pricing. Fast Track customer service, results in a close-knit world,” notes Greg. The Fast Track network dealers are also able to list their entire group of dealers moving parts quickly and includes dealers in North America, Asia inventory easily, which Fast Track customers, such Pacific, Latin America, and Europe, plus Dealers can also offer inventory for auction as Michael Garrison from Gen Trading individual countries across these regions on Sandhills’ AuctionTime.com, a unique Machinery, appreciate. “We enjoy the and beyond. online auction platform specific to the MachineryTrader.com. relationship we have with all the dealers, Butch McCaleb, president of Starr Parts construction, agriculture, and commercial which allows us to buy and sell our & Equipment, says that international trucking industries. (For more on how Fast inventory at competitive pricing.” exposure has helped him build his business Track dealers are using AuctionTime.com, domestically refer to page 14 in this issue.) and internationally. “It’s WORLDWIDE REACH definitely broadened our customer base, as Fast Track is especially unique in its I get inquiries from Europe, South America, USER-FRIENDLY INTERFACE reach. The software has helped build a Canada, and other locations throughout Fast Track users appreciate the ease of marketplace for parts and attachments the world.” the system’s user-friendly interface, and dealers anywhere in the world to source 12 on Because Fast Track is backed by the fact that they can be up and running what they need quickly and easily. “With Machinery Trader, dealers also can quickly. Plus, the network can be accessed Fast Track, dealers can quickly and easily expand their business by selling parts, from a PC, tablet, or smartphone. "Dealers Sandhills Magazine RECEIVE EMAIL ALERTS FOR NEW MESSAGES, INQUIRY MATCHES The success of the Fast Track network relies on the dealers' ability to quote parts requests and respond to messages quickly and easily. Fast Track’s new email alerts feature helps by notifying dealers when a Fast Track message is received or when a general Fast Track inquiry matches a part in your inventory. “Dealer results depend on how quickly they can respond to quotes,” says Greg Loseke, Fast Track department manager. “This is yet another way to stay on top of the system.” It’s particularly helpful for dealers who are frequently out on the lot or visiting customers and can’t always have Fast Track in front of them, he says. Each alert has a clickable link to log in to Fast Track to see the quote or part match, and you can turn the alerts on or off as needed. Contact your Fast Track representative to learn more. like that flexibility," Greg notes, because it Preferences area lets dealers add notes or this day and age, time is critical. With Fast means they can be out on the lot quoting set preferences such as the default search Track, I can get almost immediate results by specific requests and even attach a picture manufacturer or a list of manufacturers being able to access other people’s inventory to the quote. they don’t want to receive requests for. A and letting other people see our inventory. The Fast Track interface includes inboxes Subscribers area pulls up a searchable list of And if I can’t quickly find something I need, organized by Parts, Attachments, and all Fast Track dealers active on the network. I just put out a request.” Quotes & Mail, which makes it easy to see Users' ability to quickly search for any new requests for parts or attachments, available parts and attachments and stay watching the network, quoting parts and along with any price quotes or other mail on top of quotes and requests coming into attachments requests, replying to messages, that has been sent or received. Use the the system is key to the network’s success. and updating inventory. “Many Fast Track search box to quickly search your inventory Rather than having to call or visit the dealers have one or more employees for a specific part or attachment or perform websites of multiple dealers individually, dedicated solely to using the system and an Advanced Search of your inbox based users simply input one request to quickly sending quotes,” Greg says. That attention on specific criteria such as Country, From, see four or five dealers who have the part to detail has helped many dealers gain Part Number, Manufacturer, Model, or in question. “Having that information life-long customers. “Dealers tell me all Description. The Parts Of Interest button available in one spot is invaluable,” Butch the time: It’s not always about what I sell a lets users maintain a list of the parts they’re says, adding that Fast Track has become customer today, but what I sell them over the most interested in seeing, and the User a key tool in his day-to-day business. “In next five years.” Fast Track dealers are constantly Sandhills Magazine 13 MOVE COMPONENTS & ATTACHMENTS AT AUCTION EASY, LUCRATIVE ONLINE AUCTIONS WITH AUCTIONTIME.COM T housands and of trailer advantage of equipment, dealers are truck, recognize that Sandhills offers them direct you have in inventory, and they remember taking access to three distinct buying markets: where they can get it when they need it.” AuctionTime.com to sell at auction through an easy, online retail, wholesale, and auction in both online is a key instrument for building brand and print mediums." platform. And for good reason. Used 14 For many dealers, AuctionTime.com awareness and credibility, and it has quickly equipment dealers appreciate the ease, EASY & CONVENIENT convenience, and reach AuctionTime.com AuctionTime.com offers. industries’ the new customers and facilitate sales. “Buyers Machinery get to know the types of parts you sell, and dealers are also realizing the advantages Trader, TractorHouse, and Truck Paper, and dealers have identified new buyers for other of leveraging the cost-effective global its user-friendly interface makes it easy and parts and attachments they might have," platform to move inventory ranging from convenient to buy and sell agriculture and explains Greg. small attachments to salvage machines. construction equipment, trucks, trailers, “Parts dealers are listing a constant stream and related attachments and components of new and used parts on AuctionTime at auction. Timed auctions take place COMMUNICATE AHEAD OF SALE to stay out in front of AuctionTime.com each week, providing dealers with a great Dealers also appreciate the long-term buyers from all over the world on a regular opportunity to establish credibility and relationships they’re able to build with basis,” explains Fast Track's Greg Loseke, brand recognition in the industries, says customers through AuctionTime.com. “If who's been in the business for over two Fast Track Sales Representative Austin you sell a customer a bucket, for example, decades. “Others are using AuctionTime. Neesen. “The successful dealers are the they’re more likely to call in and see what else com to get rid of an occasional old part or ones who have a steady stream of listings on you might have for that piece of equipment attachment that's just collecting dust.” No AuctionTime.com,” he says. “That constant or call back when they need a different part matter the reason, Greg says, “parts dealers exposure ensures that customers know what or attachment,” he adds. Buyers and sellers And Sandhills Magazine parts and components leading is backed brands: by become a way for parts dealers to bring in WEEKLY TIMED AUCTIONS ON AUCTIONTIME.COM PROVIDE DEALERS AN OPPORTUNITY TO ESTABLISH CREDIBILITY AND BRAND RECOGNITION IN THE INDUSTRIES. on AuctionTime.com communicate directly before and after the sale. Potential bidders often contact a seller to inquire about or inspect an auction item ahead of the sale, providing an opportunity for dealers to build their customer base over time. “Those inquiries, and your follow-up calls, give you a way to learn about a customer’s fleet, so you can talk with bidders about any other pieces you have that might interest them,” Austin says. “Or, when you bring in new parts or attachments, you’ll have an established list of customers you know to call first.” To generate as many presale inquiries as possible and for best overall auction results, sellers should post an item several weeks ahead of the auction date. Advertising an item three to four weeks Q&A FEDERICO SANCHEZ SALES MANAGER AT TERAN INDUSTRIES ahead of the auction provides maximum exposure, giving potential buyers the chance to see an item both online and in the AuctionTime magazine, which is distributed in weekly print editions to locations throughout the United States and Canada alongside regular editions of Machinery Trader, Truck Paper, and TractorHouse. “Sellers are contacted by serious buyers through AuctionTime.com,” Greg notes. “These are consignors, contractors, dealers, and people with older equipment or salvage machines.” AuctionTime.com also helps many parts and components dealers— particularly those who are already part of Fast Track, Sandhills Publishing’s dealer network for parts and components—find customers they likely wouldn’t have easily found elsewhere. “AuctionTime.com expands the market reach for Fast Track users by bringing in farmers, ag equipment Q What differentiates Teran Industries? A Teran Industries specializes in the manufacturing and distribution of excavator attachments and spare parts in the United States, Canada, and Latin America. Many of our customers first come to us because we offer the best pricing in the industry, and after they’ve made their first purchase and realize the quality of our products, those customers continue to come back. We back all of our products 100%, and in most cases, customers work with the same rep before, during, and after the sale.   Q How are you using AuctionTime.com? A We are using AuctionTime.com to increase our exposure in the United States market. We keep a consistent stream of products up for auction as a way to assist with inventory rotation and to increase our name recognition. As a result of putting our products on AuctionTime.com, we have made sales to customers that either did not know about our business or were waiting for a great price. AuctionTime.com brings us new customers, and based on where those customers are, about a year ago we decided we needed to open a more central location. We expanded to a new office in Peru, Illinois. That Midwest distribution center has been a big leap for us and lets us get attachments to our customers quicker and more cost-effectively. buyers, truckers, and other end users who might own an excavator, skid steer, or other piece of equipment, but aren’t otherwise part of Fast Track,” he adds. Posting an item for auction is as simple as talking with your Sandhills sales representative. With AuctionTime.com’s affordable, no-nonsense flat-rate pricing based on the final selling price and capped to keep your margins high, broadening your market reach to buyers worldwide is easy and cost effective. 16 Sandhills Magazine Q How do you know AuctionTime is effective? A I have seen many examples where items on AuctionTime.com have sold for more than I anticipated. One of the biggest advantages of AuctionTime.com, though, is that I get the full name and company address of customers who have purchased from us on AuctionTime.com. I might start off with a little sale, then those customers come back. The brand awareness that comes from being on AuctionTime.com has been great. We have potential customers call us regularly saying they saw something of ours on AuctionTime.com or they don’t see exactly what they need but are wondering if we have it and can quote them a price. Those inquiries become our customers, even if they never end up bidding on an auction item. PARTS BANNER ADS MORE EXPOSURE, MORE LEADS P arts dealers can put banner ads actively searching for specific equipment for available parts in your inventory. In anywhere on the web, but a targeted and the parts and attachments they need addition to premium visibility, banner for that equipment. ad approach generates more leads, and higher- quality leads. MachineryTrader.com, specs for MachineryTrader.com, TractorHouse.com, TruckPaper.com, and MarketBook.com are the leading websites GENERATE LEADS ACROSS THE BOARD for buyers in the construction, agriculture, Banner ads help sell more than just the the user experience. Banner ads are also and commercial trucking industries. When inventory advertised in them; they also available on mobile devices, so ads reach you leverage banner ads on these highly bring traffic to your website and other customers not matter how they search for trafficked websites, you reach buyers listings. “Banner ads really drive people to equipment and parts. looking for parts in your inventory—a our website,” says Craig Klausen of H&R lead generation approach with consistent, Construction Parts and Equipment. “They MEASURABLE RESULTS proven results. not only drive people to the individual With Machinery Trader, you never have parts that we’re promoting at that moment, to wonder if your advertising investments TARGETED ADVERTISING but from our website, people can see what are working thanks to comprehensive ROI When these else H&R has so we can get those ancillary metrics on everything from print ads (Call powerful print publications and list your calls. If we’re doing track springs for one Stats) to hosted websites (Premium Web entire parts inventory on their websites, week, we don’t just sell track springs from Stats). Banner Ad Stats (accessible through you’re already reaching buyers in your that banner ad. It really helps complement the Sandhills Cloud, Sandhills’ user-friendly market, but banner ads create additional, the rest of our portfolio as well.” business platform) measure the success of TractorHouse.com, TruckPaper.com, and you advertise through unmatched exposure. Banner ads on these MarketBook.com provide enough space to show off your brand, without impeding banner ad investments, including feedback websites reach potential buyers browsing PREMIUM PLACEMENT on the number of times the ad has been seen specific categories, enabling advertisers to Placed right at the top of the search page, and the number of click-thrus. In all, they’re narrow their focus and reach their exact banner ads offer high-visibility advertising; a metrics-based justification for the ads you target customer. These banner ads are when clicked, they take potential buyers already know are building your brand and seen by serious buyers—people who are directly to your company website or listings generating leads for your business. Sandhills Magazine 17 COMPANY SPOTLIGHT LYLE MACHINERY USED PARTS L yle Machinery specializes in heavy parts and components warehouse on to search and source makes and models construction, five acres.” The warehouse is currently other than what we’re specializing in,” construction, asphalt, ports, and material undergoing project says Raymy, who goes straight to Fast handling equipment. Headquartered in that will provide more room to house Track when he needs to locate a specific Richland, Mississippi, the company serves additional inventory. part for a customer. Once a part number energy, compact expansion—a the Southeast and beyond, with its locations is inputted, the Fast Track system Florida. Lyle Machinery Used Parts, the SUCCESS WITH FAST TRACK company's used parts operation, provides a Lyle Machinery Used Parts’ extensive to follow up on. “It makes it easy for us wide selection of used and rebuilt parts from inventory helps provide customers the to stay on top of anything customers throughout Mississippi, Alabama, and automatically combs dealers’ inventories and provides a list of matches for Raymy its warehouse in Hattiesburg, Mississippi. are looking for.” Fast Track also works With Fast Track and Machinery Trader at as a sales tool for Lyle Machinery Used the crux of the operation, Lyle Machinery Parts. “We keep our inventory current Used Parts provides a dependable source of by updating it at least once a month,” warranty-backed parts and components for says Raymy. “This way every time we its customers. get a match from a parts search from Machinery Trader or Fast Track, we know 18 A GROWING BUSINESS parts they need, but no matter how Starting with inventory from trade-ins large the inventory, there will always be For Raymy, there’s no doubt that Fast and the company’s sales department, specific parts that need to be sourced Track keeps parts and business moving. Lyle Machinery Used Parts has grown for customers. That’s where Fast Track, “99.9% of the time when people call us, extensively over the last few years. “We Sandhills’ parts and attachments dealer they say, I saw you on Machinery Trader or have been purchasing more common and network, comes in. Since dealers all Fast Track. It’s no exaggeration: I’d say that popular machines from other dealers and over the world use it, its parts database 95 to 98% of our business comes through individuals to grow our inventory,” says is second to none, providing Fast Track Machinery Trader and Fast Track.” Because used parts manager Raymy Johnson, “and users a reliable hub for sourcing the parts Raymy and his staff diligently update their now we have our own 5,000-square-foot and components they need. “We’re able parts inventory, they garner even more Sandhills Magazine we can fill that request.” customers who trust Lyle Machinery Used Parts for the parts they need. “People see our inventory is updated, so they call us before calling someone else,” says Raymy, noting how easy it is to keep inventory current with the Fast Track system. Because Fast Track is housed in the Sandhills dismantled machines in a professional Cloud—a platform that features a variety format that’s easy for browsers to find and MORE EFFICIENCY, MORE GROWTH of user-friendly business apps designed for use. “Our website gives our customers the Increased efficiency clears the way for equipment and parts dealers—it’s entirely information they need to know, so many more business, and more business means mobile and available to staff whether of their questions are answered before they more growth for Lyle Machinery Used they’re on the road, in the office, or at the even call,” says Raymy. “They simply search Parts. “We’re going to keep concentrating warehouse. “Updating is a very simple for a part number and see what we have on getting more current inventory,” says process,” he says. “The app in the Sandhills available, and they can look at the pictures Raymy, and increasing customer service Cloud makes it easy. It asks for the right and the condition of the item—whether it’s is always front and center. “The faster information, and putting it out there is used, rebuilt, or otherwise—before giving we can get the part on the delivery truck, very simple.” us a call.” Further streamlining business the better,” says Raymy. “It’s better for our efficiency is Raymy’s ability to upload customers, and that means it’s better for INCREASING EFFICIENCY inventory once, and export those listings us.” Moving parts is what it’s all about, and Lyle recently to the Fast Track system, MachineryTrader. that’s exactly what Fast Track will continue began leveraging a Machinery Trader- com, and the company’s hosted website. to help Lyle Machinery Used Parts do. “I’m hosted www. “The setup definitely increases efficiency not sure what parts dealers do without Fast to for us,” says Raymy, “and overall, it saves us Track,” says Raymy. “It’s a great tool for a lot of time.” both dealers and their customers.” Machinery website Used Parts (located LyleMachineryUsedParts.com) at showcase its used parts, attachments, and Sandhills Magazine 19 FAST TRACK IRON CONNECTING WHOLESALE BUYERS & SELLERS F ast Track Iron is an exclusive dealer network for with an inbox organized similar to email. Sellers can use buying and selling construction and agriculture the Request a Quote feature to ask for individual quotes on equipment, commercial trucks, and trailers at wholesale. pieces a customer wants to trade in. Buyers can then respond With a mobile, user-friendly interface and an expansive to those quote requests using the Make an Offer feature. audience of wholesale buyers and sellers, Fast Track Iron is the industries’ leading resource for finding and moving LISTING EQUIPMENT IS EASY equipment at wholesale. Posting listings at wholesale prices is quick and easy, and gives dealers the option to include pictures, videos, ABOUT FAST TRACK IRON equipment specs, and service documents in easy-to-read Fast Track Iron provides dealers with an easy, convenience, listings. If you’re looking to buy, search features can help and low-cost wholesale avenue. The simple, web-based, you browse available equipment, or narrow in on the mobile-friendly system provides instant exposure to a specific piece you need. broad audience of wholesale buyers on a platform that facilitates efficient, hassle-free sales. Features are aimed MOBILE FRIENDLY at helping dealers inquire about equipment, exchange The sleek, user-friendly mobile format makes listing and information, and negotiate the terms of the sale securely communicating about equipment easy while on the go. and efficiently. Access Fast Track Iron through the Sandhills Cloud, snap a picture of your equipment, enter details, and post a listing POST & SEARCH EFFORTLESSLY within minutes. All of Fast Track Iron’s features are at your Browse wholesale listings by equipment category, or search fingertips, wherever you happen to be. for a specific piece using detailed parameters, and enjoy the 20 convenience of customized search results. Filter listings by DEALER BENEFITS category, manufacturer, industry, year, and more to find Fast Track Iron works with the other features in the only what you need. Fast Track Iron’s comprehensive Sandhills Cloud to provide equipment companies search features automatically import and display current with more opportunities to easily and efficiently move listings from AuctionTime to help users find exactly what inventory. Fast Track Iron users communicate through a they’re looking for. secure, closed messaging system, and can find buyers and Buyers can also post Want To Buy and Want To Trade sellers interested in wholesale, inquire about equipment, messages to find the equipment they need. The messaging exchange information, and negotiate the terms of the sale system lets dealers communicate directly and efficiently without hassle. Sandhills Magazine KEY ADVANTAGES OF FAST TRACK IRON • Move machines and attachments at wholesale • Communicate with dealers directly through a secure, closed, messaging system • Browse wholesale listings by equipment category, or search for a specific piece • Filter listings by category, manufacturer, industry, year, and more • Include pictures, videos, equipment specs, and service documents • Access Fast Track Iron on your mobile device • Post Want To Buy and Want To Trade Messages SIMPLIFY FINANCING, TAXES, HAULING LOGISTICS, STAFFING & MORE M aking a sale is rarely as simple as having a buyer step on your lot and pay cash for an item he saw advertised. Buyers often need to first settle up financing, insurance, transportation costs and logistics, and other obstacles, not to mention mitigating risks and addressing tax concerns along the way. As a business, you have to stay organized and efficient, and keep your business staffed with helpful personnel who know the equipment and its buyers. The Sandhills Cloud provides simple, straightforward tools that help with all of these obstacles and more, so they never impede a sale. Sandhills offers a number of products and services—most at no additional cost to users—designed specifically to facilitate the sales process and related interactions between buyers and sellers. These services have one goal in mind: to move the sales process from lead generation and initial inquiry to final handshake as smoothly and efficiently as possible. Every application and service is backed by TractorHouse, Machinery Trader, Truck Paper, Controller, and AuctionTime.com—the most powerful names in their industries— and they’re all available through the Sandhills Cloud, within online equipment listings, or a standalone website. 22 Sandhills Magazine With NeedAnInsurer.com, buyers connect with prequalified insurance brokers, agents, and agencies with services and knowledge geared toward the construction, farming, trucking, and aviation industries. After submitting some basic information about location and the equipment or aircraft, agents contact buyers directly, either via phone or the secure messaging system on NeedAnInsurer.com to discuss policy terms. Buyers can compare insurance policies and options from several providers all in one place, so insuring the asset is no longer an obstacle for the sale. Your customers can turn to any number of lenders when they need financing—and NeedALender.com makes them readily available. With NeedALender.com, users work with banks and financial institutions with expertise in the trucking, agriculture, construction, and aircraft industries to find the lender they need. NeedALender.com is easy. Buyers complete a simple form indicating what they’d like to purchase, the loan amount needed, desired terms, and other applicable information. Lenders then compete for your customers’ business and work through the approval process. The end result? Financing made easy, so you can get back to finalizing the sale. Whether you’re looking to ship an item to a nearby town or halfway around the world, NeedAHauler. com offers a hassle-free way to find a hauler that can transport the equipment you need, when and where you need it. With NeedAHauler.com, you’ll send in a quote request specifying what you need to have hauled, where it’s located and where it’s being hauled, and when you need it done. A prequalified list of transportation and logistics companies search and review requests to find ones they’re able to handle, then bid for your business. You’ll be able to review multiple bids and communicate directly with the haulers to find the most competitive shipping rate. Sandhills Magazine 23 Finding the best people to fill available positions—whether it’s a salesperson, used equipment manager, pilot, mechanic, or any other role—is key to running a successful business. The NeedWorkToday.com user-friendly online job board helps by connecting businesses with jobseekers. Because it’s backed by Truck Paper, TractorHouse, Machinery Trader, Controller, and AuctionTime.com, you know you’ll find serious jobseekers in the farm, construction, trucking, and aviation industries. Businesses can post available positions with basic information about the company and job, browse posted applications, and respond to inquiries. Jobseekers can post an application or search available positions by job category, geographic location, and type of employment (part-time or full-time, contract, or intern) and reach out directly to employers. If you’re a trucking, transportation, or logistics company looking for qualified drivers or a driver looking for work, head to NeedADriverNow.com. Drivers can browse employment listings from companies across the United States or post a general application, while employers can post available jobs or search for drivers based on CDL class, location, years of experience, or other criteria. With the NeedADriverNow.com Driver Board, potential employers are notified immediately when new driver applications are posted that meet their qualifications. 24 LIKE-KIND EXCHANGE PAYSAFE Thanks to a unique partnership with Accruit, consigners who are looking The PaySAFE online escrow service adds both convenience to get rid of used equipment and replace it with newer equipment or aircraft and security to the sales transaction process. You’ll see the through Controller, Truck Paper, Machinery Trader, or TractorHouse can PaySAFE logo on any equipment or component for-sale or realize the significant tax advantages of a like-kind exchange. When folks auction listing on Sandhills sites. Users simply click the Get sell equipment out-right, you’re taxed on the full sale amount, which can Started button to either start using PaySAFE immediately be as much as 40%. With a like-kind exchange, they’ll instead apply the or get a free escrow quote by entering the purchase amount. cash made from the sale, along with those tax savings, toward purchasing PaySAFE charges a small fee based on the total sale price, the newer equipment. Accruit can analyze a package of equipment ahead and that fee can either be paid in full by the buyer or seller or of time so buyers and sellers know if it’s a worthwhile deal. If users move split between the two parties. With PaySAFE, both buyer and forward with the like-kind exchange, Accruit charges a modest fee based seller create a purchase agreement ahead of time. The buyer on the value of the equipment and will handle the necessary paperwork sends the full purchase amount to PaySAFE, which keeps the and hold the cash in escrow until buyers apply it toward the purchase of money in escrow until the buyer receives the equipment and new equipment (hopefully at your dealership). the seller requests payment. Sandhills Magazine Update, track, and manage inventory across departments, locations, and divisions with Sandhills’ Inventory Management app—part of the Sandhills Cloud. The user-friendly app provides quick reference for sales reps and delivers all the functions you need in seconds, whether you’re performing an inspection, generating a quote, or sending a piece to wholesale or auction. COMPANY SPOTLIGHT H&R CONSTRUCTION PARTS & EQUIPMENT I n the early 1980s, Steve Hansen and Marvin and attachments network, enables H&R with regular front and back cover ads in all Ruch found that there were few options for Parts to source the specific parts customers three regions of Machinery Trader magazine need, quickly and easily. keeps H&R’s branding and message in front sourcing equipment parts outside of going through OEMs. They responded to the “Things break,” explains David. “That’s needs of the market in 1984 by establishing why we’re all in the business. We like to With a regular print ad, H&R is also H&R Construction Parts and Equipment, make sure we’re very connected and eligible to list all available inventory online offering quality parts at a reduced cost. building loyalty with our customer base at MachineryTrader.com, the online hub for Thirty-three years later that small parts so they want to keep coming back.” Using buyers and sellers of used machines and the company has grown to stock an inventory Fast Track enables parts dealers to work parts and attachments they need for those of over 140,000 parts across four locations with other dealers around the globe to machines. To supplement that exposure, that serve two divisions—Classic and New source the parts their customers need, H&R holds a parts and/or attachment Parts. The classic division includes all used and keep their business growing. “Fast banner and surplus parts processed through the Track really complements our retail which drives traffic directly to their website of buyers in the market every week. ad on MachineryTrader.com, Buffalo, New York; Edmonton, (www.hrparts.com—also hosted Alberta; Lawrenceville, by Sandhills). Each listing H&R Georgia locations. The new parts posts on MachineryTrader.com division (located in Riverside, and and AuctionTime.com links California) is the home of the Final Drive business,” he adds. “We also have a very directly to corresponding posts on their Center, the official distributor of the robust inventory, and receiving those part sleek, company’s FDC brand parts in North and number matches from other users helps responsive, which means users can more South America. us keep it moving.” readily access it no matter the mobile professional website. It’s also device they’re using, and it reaps better 26 MEETING CUSTOMER NEEDS BUILDING A BRAND organic SEO on websites like Google, which Just as important as keeping existing Marketing Manager Craig Klausen notes The commitment to finding the best ways to customers happy is reaching new customers as the primary motivation for upgrading. serve customer needs has been the driving and acquiring their business in the first “We needed to upgrade to a responsive force behind the business from day one. “We place. Machinery Trader has long been the website to remain relevant on Google,” he put a concentration on high-quality customer construction industry’s leading resource explains, noting the success H&R has had service,” Says David Sorci, who oversees the for equipment, which makes its print with the website since. “We’ve maintained company’s Classic Parts division. The aim is publications and website a high-return or improved the reach and success of our to be as responsive as possible to customer avenue for accessing an ideal audience for website in every category that we track. needs, whatever they might be. Using Fast parts dealers and generating viable leads. A And we’re seeing more traffic coming to Track, a web-based, dealer-to-dealer parts regular print ad in the parts section along the website overall, along with more email Sandhills Magazine leads, which have probably increased by at least half of what we received before.” MEETING EVERY NEED Among the company’s future growth initiatives is a focus on growing its FDC brand to continue to meet customer needs. “We’re really making a push for the next several years to differentiate that FDC brand,” explains David. “Not only are we selling a generic part, we’re selling an OEM-quality part. So we’re really trying to differentiate as the number one supplier of final drives in North America under the FDC brand.” To do so, H&R expects to continue to leverage its success with Sandhills. “We use basically all of Sandhills’ marketing vehicles,” notes David. “Our investments consistently drive traffic to our website and to our phones. We don’t have a large outside salesforce, so we rely on Machinery Trader to keep customers calling. It’s our lifeline.” SANDHILLS’ DEALER FORUM PUTS H&R A STEP AHEAD OF THE COMPETITION To get the most out of all the key market insights, technology resources, products, and services Sandhills offers, H&R Parts & Equipment attends dealer forum events, hosted periodically at sites all over the country. “The dealer forums have really helped us learn what Sandhills is about, beyond its print publications and websites,” explains H&R’s Marketing Manager Craig Klausen. The forum opens dealers, manufacturers, auctioneers, and other key industry leaders up to the products and services available to them, many of which are available at no additional cost to advertisers. “In the past, we utilized Sandhills mostly for Machinery Trader,” explains Craig. “But now we’re trying to take advantage of the other opportunities available to us.” Sandhills Magazine 27 REACH GLOBAL MARKETS INTERNATIONAL PRINT & ONLINE EXPOSURE E stablished and emerging international that target specific geographic markets, markets present robust opportunities while at the same time receiving broad for selling construction and agriculture equipment, commercial trucks, and— especially—parts, and Sandhills’ industry-leading publications enables sellers to list every piece of in a number of European countries, these equipment in their inventory online on the advertisers can now also leverage brands corresponding websites. like Moma Agri (Spain), Agri-Business requires strategic local marketing through proven mediums that get the right equipment in front of the Sandhills’ websites lead their industries, (France), Farm & Plant Buyers Guide right buyer effectively and consistently. with more than 13 million visits each (Italy), and Farm Machinery Locator Sandhills provides direct access to local month from users all over the world. (the U.K.) to reach ag equipment buyers markets all over the world, online and in Local domains display nearby equipment across the region; Resale Weekly (the print, and through wholesale, retail, and listings to domestic website users first, U.K. and Ireland), Tp-Business (France) auction outlets with the tools sellers need providing the best possible exposure, and and Mquinaria O.P. (Spain) to reach to develop and execute a comprehensive buyers outside of these countries can also construction equipment buyers; and Truck strategy for generating leads, establishing find equipment online by accessing these Buy & Sell International (Germany), Truck a strong and diverse customer base, and website domains, or by entering specific Locator (the U.K. and Ireland), Trucks- growing international market share. geographic parameters in online searches Business (France), Todo V.I. (Spain), and for parts and equipment. CercoCamion.com (Italy) to reach buyers IN PRINT & ONLINE of commercial trucks and trailers. These Machinery Trader, TractorHouse, Truck ACCESS TO WORLDWIDE MARKETS Paper their With recent acquisitions of a number MarketBook provide expansive access to ads of companies and local brands across buyers across the region and beyond. featuring equipment and parts listings. Europe, Sandhills combines its significant Distributed directly to locations that end reach in the region with the established users frequent, the publications connect presence of native brands to offer even LOCAL STAFF, LOCAL SERVICE buyers print—a higher returns for advertisers. In addition In conjunction with Sandhills Publishing, medium both parties have come to depend to regional editions of Machinery Trader, Sandhills East and Sandhills Pacific (the upon. Sellers can easily launch campaigns TractorHouse, and Truck Paper distributed company’s Sandhills’ equipment and respective 28 Investing in a regular print ad in one of components for these assets. Reaching buyers attachments, exposure both online and in print. publications— MarketBook—serve industries and Sandhills Magazine sellers with through print brands, in conjunction with Machinery Trader, TractorHouse, Truck Paper, and international subsidiaries) FAST TRACK A GLOBAL PARTS EXCHANGE NETWORK provide local service to worldwide platform, Sandhills makes reaching retail, markets through a growing collection of wholesale, and auction buyers especially locations. With locations in Manchester, easy Peterborough, Essex, cost-effective. Equipment United and parts dealers have the advantage of Kingdom; Beaucamps-le-Vieux, France; industry-specific publications, websites, Senningerberg, Madrid, and web-based services that are simple, Spain; Nereto, Italy; and outside of Europe straightforward, and proven effective. in Brisbane, Australia; Scottsdale, Arizona; These exposure outlets combine with a “WE HAVE ALWAYS BEEN Ocala, Florida; Sidney, Nebraska; and range of hosted technologies and business Lincoln, Nebraska, Sandhills serves buyers services that simplify everything from TRADING ON A GLOBAL and sellers in local markets everywhere customer and inventory management its to equipment inspections, and from FAST TRACK, WE’VE BEEN web marketing with online listings that ABLE TO BUY A HARD-TO-FIND power SEO/SEM to social media strategy CLEVITE MAINBEARING SET and more. FOR CASE FROM CANADA, print and and Fast Track—a web-based software accessible through the Sandhills Cloud that provides users access to a global database of parts, attachments, and components— helps established dealers source and move parts quickly and easily. Users simply import their parts inventory to get started; they’re then able to manage inventory using the Sandhills Cloud, making the system completely mobile and accessible anytime, anywhere. Fast Track is simply another tool from Sandhills that provides dealers access to local, regional, and global markets. Luxembourg; publications and websites advertise equipment. Local staff in these office locations work closely with advertisers to leverage SCALE, BUT SINCE WE JOINED Sandhills’ products and services (and Sandhills provides everything buyers the powerful distribution systems and and sellers need to transact equipment technologies behind them) to reach more quickly, easily, and cost-effectively, and CALIFORNIA, AND WE EVEN buyers, generate more leads, and sell everything businesses need to manage SOLD A LARGE QUANTITY OF more equipment. equipment and parts inventories from INJECTORS TO A FAST TRACK acquisition to sale, right alongside the USER IN NEW ZEALAND.” BEYOND ADVERTISING leads and customers who purchase Through its industry-leading brands, them—whether they’re working with powerful web-based wholesale networks, customers across the street, or across and the world. user-friendly online auction SELL CATERPILLAR PARTS TO –WILLEM CORNELISSE OWNER OF W.K.M. CORNELISSE TRADING B.V. THE SANDHILLS CLOUD SIMPLIFIED SOLUTIONS FOR YOUR BUSINESS T he Sandhills Cloud is a comprehensive collection of web-based industry publications—but it extends far beyond advertising to serve other areas of your resources and business tools with a user- The applications and features available business. Track return on investments friendly app to solve nearly every challenge through the Sandhills Cloud are designed in print and online advertising with Call facing your business. Whether you’re and created to handle the unique needs Stats and Web Stats, or service a constant looking to track return on your advertising of buyers and sellers in the construction, influx of leads generated from Sandhills’ investments or you’re seeking an easy way agriculture, aviation websites and track them with the Leads to manage customer interactions among industries. Communicating with the app. Keep customers and inventory sales staff—you’ll find the tools you need in systems behind RentalYard, Machinery organized and accessible across sales the Sandhills Cloud. Trader, TractorHouse, staff (at a single store location or and Controller, the Sandhills Cloud across multiple branches) with the ABOUT THE CLOUD is your entry point for advertising Inventory The Sandhills Cloud is a simple, web- listings on these sites and in their print apps, and simplify logistical challenges based platform that brings together all of the software solutions, business tools, and online services available to your business through Sandhills in a central, accessible, mobile location, so you can do business anytime, anywhere. Users access the cloud from the dealer login on any Sandhills website—RentalYard.com, Controller.com, MachineryTrader.com, TractorHouse.com, or TruckPaper.com. It’s completely mobile and compatible with smartphones, laptops, and tablets. The customizable, icon-based interface functions similarly to the home screen on most smartphones; simply drag and drop the apps you need to access regularly. 30 COMPREHENSIVE SOLUTIONS Sandhills Magazine trucking, Truck Paper, and Management and CRM COMING SOON The Sandhills Cloud will soon introduce new features designed specifically for parts dealers. These tools, including sales, quoting, and invoicing, will simplify business processes and help dealers sell parts more efficiently. with NeedAHauler, NeedALender, and most lucrative capacity with the Cloud. resources. The Sandhills Cloud has all the NeedAnInsurer. Whether you’re looking to move a unique tools you need to sell equipment more The Sandhills Cloud also provides access piece into a niche market, offloading strategically and more effectively. to key market and asset data that’s crucial for aging inventory, or looking to sell an off- In all, the Sandhills Cloud streamlines making purchase and pricing decisions as brand piece out of your area as quickly as day-to-day processes with features that well as negotiations on specific equipment. possible, the cloud puts simple, effective help you manage sales and marketing Access this information (including listing resources at your fingertips. Transition tasks, and after-sale data) through MarketTrends, inventory listings from print and online inventory from anywhere. Many of the FleetEvaluator, ads in Machinery Trader, TractorHouse, tools available through the Sandhills Cloud and Truck Paper to wholesale listings on are complimentary, added-value services Gain quick and easy access to retail, Fast Track Iron with a few simple steps; for regular print advertisers—giving you wholesale, and auction markets so you and automatically move wholesale pieces every reason to put them to work for your can advertise and sell every asset in its to AuctionTime to save you time and business today. Historical Equipment Search, and more. customer relationships, and SANDHILLS CLOUD AT A GLANCE • COMPREHENSIVE INTERFACE • MANAGE PRINT & ONLINE ADS • FULL CUSTOMIZABLE DESIGN • USER-FRIENDLY & MOBILE • STREAMLINE INTERNAL WORKFLOW • ELIMINATE REDUNDANT DATA ENTRY • MANAGE LEADS & PROSPECTS • TRACK & MANAGE INVENTORY • MANAGE CUSTOMER INTERACTIONS AMONG SALES STAFF Sandhills Magazine 31 VALUABLE ROI METRICS EFFICIENT & EFFECTIVE MARKETING K nowing exactly how, when, and why assigning a unique phone number to your online advertising decisions. Statistics advertising strategies are successful ads, Call Stats breaks down the phone can also be broken down to determine provides a blueprint for continual success leads coming from those ads based on call most viewed inventory to help dealers and long-term growth. With Call Stats, volume, duration, time of day, geographic measure interest and consider allocating Web Stats, and Banner Ad Stats, dealers location of the caller, and more. The feature marketing efforts to equipment that can easily track return on their print ads, also tracks unique leads, so you can be needs more exposure. as well as online listings and banner ads sure your advertisements are reaching new on Sandhills’ trade websites—all with a few prospective buyers. Dealers can also record BANNER AD STATS simple clicks. They’re tools that provide the phone calls—an invaluable training and Banner ads on MachineryTrader.com, valuable data you need to keep growing quality assurance tool. TractorHouse.com, TruckPaper.com, and Controller.com drive traffic to your your business, and as a part of the Sandhills Cloud, they’re available right when and WEB STATS online listings or Sandhills-hosted website. where you need them. Web Stats, Sandhills’ web traffic monitoring Housed within the Web Stats app, Banner tool, gauges the traffic generated by Ad Stats allows dealers to track ROI metrics CALL STATS equipment listings on MachineryTrader. for banner ads. The tool displays the Call Stats delivers data on phone inquiries com, TruckPaper.com, and TractorHouse. number of impressions the banner receives, generated from specific ads to help com, and Controller.com. Traffic displays in addition to monitoring click-thrus, dealers stretch their advertising dollars are easy to read, carefully displaying the which measure how many people click a and improve their business models. By information dealers need to make smart link online to visit its destination site. FEATURED LISTINGS GET MORE RESULTS Investing in a print ad in one of Sandhills’ publications allows dealers to list every piece of inventory—whether parts and attachments or whole machines—online on MachineryTrader. com, TruckPaper.com, TractorHouse.com, or Controller.com. When you update your print ad, the corresponding online listings for the equipment you advertise in print become Featured Listings, which appear at the top of user search results on the publication’s corresponding website and provide the best possible online exposure for your listings. Each featured listing in print is also given a Quick Find Code, so interested browsers can enter the code on any Sandhills trade website, and be taken directly to the corresponding online listing. Advertisers consistently see more web traffic (measured by Web Stats) and higher call volumes (measured by Call Stats) for equipment listings advertised both in print and online—a reflection of the importance of both media, and the power of Featured Listings. SANDHILLS ROI METRICS IN ACTION D. Miller Implement, located in Bourbon, Indiana, offers its customers a variety of farm equipment, specializing in hay, forage, and planting equipment. They consistently leverage a quarter-page ad in the Midwest regional edition of TractorHouse, and recently, the company ran a banner ad located on the drills search page on TractorHouse.com. By clicking the ad, browsers were taken directly to D. Miller Implement’s Sandhills-hosted website and inventory. With the help of Banner Ad Stats, the company can quickly and easily determine the ad’s success and make smart decisions about future advertising investments based on the results. (For more on banner ads, see page 17 in this issue.) In its inaugural week alone, the banner ad reaped 72,340 impressions (number of browsers who saw the ad) and 134 click throughs (number of browsers who clicked the ad and were taken directly to D. Miller Implement’s website). On the whole, over 450 interested buyers visited the website via the banner ad in less than a month. D. Miller Implement received 34 calls during the first 20 days in January. Note the steady increase in calls around January 25 th , when the banner ad was posted to TractorHouse.com; the company then received 34 calls during the last few days of January alone. Through February’s end, D. Miller Implement received over 100 phone calls from interested buyers. COMPANY SPOTLIGHT ITEC 2000 EQUIPMENT & HYDRAULICS L ocated in Northern Ontario, ITEC 2000 want that person to be a customer for life, that without Fast Track, we wouldn’t be got its start in 1999 as a small equipment so we offer the best products possible.” able to reach a lot of the customers we salvage yard. Years of strategic growth do,” he continues, noting Fast Track’s role have brought the company to where it is INTERNATIONAL REACH as an international sales tool for ITEC today: operating out of multiple locations To help sustain those long-lasting customer 2000. “Fast Track has resulted in countless with nearly 30 staff members. ITEC 2000 relationships, ITEC 2000 turns to Fast Track sales for us. It has connected the dots for takes a full-service approach by offering to help source the parts their customers us with several international suppliers and equipment, attachment, and parts sales in need. A web-based parts network, Fast customers,” he says. “With 100 percent addition to a full service shop that includes Track has been facilitating parts exchanges certainty, without Fast Track, we wouldn’t a hydraulic repair and radiator and cooling among dealers since 1983, when it first have some of the international relationships facility; and recently, equipment and service we’ve established with customers and other for the Link-Belt equipment line. The dealers. We’ve connected with suppliers out company also offers all sorts of options for of the UK, and through Machinery Trader, new, used, and rebuilt components, we have customers out of Italy, Spain, and when it comes to parts sourcing, Pakistan, and more.” ITEC 2000 relies on Fast Track to A COMPREHENSIVE ONLINE STRATEGY provide customers the parts they need to keep their machines running. To effectively advertise its extensive CUSTOMERS FIRST “We work very hard for inventory equipment, parts, attachments, components, and service customers,” says Allen Powell, parts offerings, ITEC 2000 leverages a manager at ITEC 2000. “We know Machinery that no two customers want the 34 of our Trader-hosted website located at www.itec2000.com. The same product, so whether it’s new, used, or launched in the U.S. Fast Track’s reach has site helps ITEC’s staff communicate with rebuilt, we offer plenty of options so they since extended to connect dealers all over customers directly, whether it’s through can make the choice that’s right for them.” the world, especially for companies like email, a phone call, or the instant chat feature To give customers peace of mind when ITEC, who have an interest in establishing that lets sales staff chat with customers buying, Allen and his team stand behind international relationships. directly from the site. “Sandhills did a great every product they sell. “We won’t sell a “Fast Track helps us source items for our job designing and creating our website,” says product we’re not completely confident in. customers from thousands of dealers Allen. “We’ve seen a 25 to 30 percent increase We don’t want to just sell a product once worldwide,” says Allen, “and it advertises in traffic, and we’re very pleased with that.” To and never hear from the person again; we our inventory on a larger scale. I’m certain gauge the site’s traffic, ITEC uses Premium Sandhills Magazine business Web Stats (available to Sandhills customers comprehensive online advertising strategy with a premium hosted website) to gather that keeps the company in front of new and STRATEGIC, STEADY GROWTH detailed information on who is visiting their existing customers and on track for growth. Ultimately, ITEC 2000 looks forward site, when they are visiting, and how they are And because all of these tools are connected to continued growth, especially when it accessing it. The tool gathers valuable, easy- to platform comes to servicing domestic buyers of to-read metrics that help ITEC 2000 identify that provides an assortment of business forestry and mining equipment, as well as and repeat effective online strategies for solutions for Sandhills customers—Allen breaking into more international markets. reaching as many customers as possible. the Sandhills Cloud—a and the ITEC crew can upload and manage “We want to bring in new products that equipment, equipment and parts via one point of we’ve never warehoused before, with the components, and parts on MachineryTrader. entry, and those listings and updates are goal of selling not just in our local market, com, leveraging a Machinery Trader- showcased across MachineryTrader.com, and not just in North America, but hosted website, and utilizing Fast Track for their hosted website, and Fast Track with worldwide,” says Allen, “and Fast Track sourcing and selling parts all combine for a the click of a button. will play a role in that, 100 percent.” For ITEC, listing Sandhills Magazine 35 PREMIUM HOSTED WEBSITES CUSTOM FEATURES, EXPERT SUPPORT A professional, user-friendly website by in-house reps, web designers, marketers, is essential to today’s businesses. It and IT professionals who consult directly now only draws traffic to your inventory, with it legitimizes your business and effectively process, Sandhills’ reps and designers work expands your brand and customer base. directly with companies to identify the But your core focus is in keeping pace with goals of the site, the products and services the industry, the needs of your customers, it will market, and the focus of the business and the equipment they need to get the job behind the site now and in the future. The done. Keeping up with the rapidly evolving process results in customized websites technology, design, and functionality behind designed specific to meet the unique needs websites can be especially challenging, and of the businesses they represent. customers. In the consultation you need to be as high on the list of search you can’t afford to put it in the hands of a but doesn’t understand the unique needs SECURITY & INFRASTRUCTURE of your buyers and the industries to which Your data and website are safe with Sandhills’ marketing team helps you draw customers they belong. Sandhills has you covered on staff and infrastructure. Our team constantly to your site through effective SEO (Search all accounts. Sandhills has been serving the monitors security threats and evolves Engine Optimization) and SEM (Search construction, ag, commercial trucking, and protocols to protect our data and yours. Engine Marketing) strategies. SEO helps aviation industries for decades. A premium Sandhills’ geographically disparate data your site place higher within search engines, website hosted by Sandhills is backed by servers can be switched over seamlessly in while SEM enables sellers to create strategic cutting-edge infrastructure and tandem the rare event of an outage or interruption— online ads that target customers. Our server farms, so you never have to worry about so your site doesn’t experience downtime. marketing staff consults directly to help downtime. Your site also comes with the full You also avoid investments in furnishing you determine how to effectively use these support of Sandhills design, marketing, SEO complex infrastructure and costly IT staff strategies to boost your online presence. and social media specialists, and IT staff to for your business; it’s all included with your virtually eliminate the need for costly and premium hosted site. hosted service provider that knows the tech, COMPLETELY CUSTOMIZED All Sandhills-hosted websites are serviced 36 Sandhills Magazine team gets you there. Sandhills in-house web RESPONSIVE DESIGN Buyers are increasingly more likely to use time-consuming maintenance, upgrades, and online marketing initiatives. results as possible, and Sandhills’ marketing INDUSTRY-LEADING WEB MARKETING a mobile device to access the internet, and your site must accommodate them. With your new site up and running, you Sandhills’ premium hosted websites are want to ensure customers find you. For that responsive, which means that graphics, layout, and navigation automatically adapt ENGAGE CUSTOMERS our to the viewer’s device. No inconvenient Going digital doesn’t mean you sacrifice MachineryTrader.com, zooming, and no awkward user experience. personal TractorHouse. customers. com, TruckPaper.com, MarketBook.com, AuctionTime.com, RentalYard.com, and Sandhills Cloud, dealers can instant Controller.com. These powerful resources keep message site visitors directly. Available drive traffic not only to your listings, but to customers and staff informed about what’s on hosted websites and through listings your website. available. With the Sandhills Cloud, UEMs on can organize and manage inventory from com, one central location. Inventory can be Controller.com, the option to chat only A FRACTION OF THE COST updated across Sandhills’ websites and your appears when a staff member from your In-house service from start to finish is website instantly. Sandhills also makes it dealership is logged in and monitoring about more than convenience—it enables easy to input new inventory. Simply add incoming messages, so inquiries never go Sandhills to provide exceptional sites make/model information, and the rest of unanswered. It’s an easy want to turn site with the service to back them up, all at a the specs auto-populate via data pulled visitors into viable leads and customers. competitive price point. In fact, Sandhills Up-to-date inventory listings with websites— With the Instant Chat feature in the EASY TO UPDATE contact industry-leading TractorHouse.com, TruckPaper. MachineryTrader.com, and hosted sites are available at a fraction of the directly from manufacturers. When a board quickly and easily. The system saves BACKED BY INDUSTRY LEADERS you time and improves the accuracy of When you host with Sandhills, your pays especially high returns for your brand, listings with less data entry. equipment exposure, and long-term growth. machine sells, remove its listing across the is also advertised cost of sites from other providers. They’re a marginal investment for your business that across Sandhills Magazine 37 IN-HOUSE WEBSITE DESIGN & MAINTENANCE SANDHILLS BUILDS THE SITE YOU NEED, THEN KEEPS IT UP & RUNNING Y our website says a lot about your trucking, construction, aviation, and any type of device, to bring your site more company. your farm equipment industries ensures your visitors and get the best results. customers, your website is their first premium hosted website is designed with opportunity today’s buyers in mind. For to many learn of about your CONSULTING DESIGNERS dealership; check out the equipment, Sandhills hosted websites are built and Whether the Sandhills team is building parts, and other items you have for sale; managed by an in-house design and IT your company’s first website or upgrading and connect with your sales or service team that not only ensures you get the an existing one, you’ll work with your team. With so much at stake, you need site you want, but that your site stays up advertising sales representative and one a professional tech and design firm on and running. And because Sandhills is a of Sandhills’ in-house web designers to your side. Sandhills Publishing has been technology leader, premium hosted sites ensure the website meets the needs of both building and hosting websites almost have all the latest innovations, including your business and its customers. It starts since the onset of the internet, and its a responsive with an initial consultation. “This allows nearly 40 years of experience in the design that accommodates viewers on both parties to ask each other questions search-engine-friendly, and review current marketing materials and their own website, competitor websites, or even websites that they personally enjoy using,” says Sandhills Design Department Manager Tyler Post. You’ll work to determine a direction for the website, including content, aesthetics, specific features, and usability. After that initial consultation, the designer puts together a mockup. This mockup provides the opportunity to give feedback on any changes. Once the initial design is approved, the designer builds 38 Sandhills Magazine EMPLOYEE SPOTLIGHT JAYME SEDERBERG GRAPHIC DESIGNER Through the years, Sandhills Publishing has developed a successful internship program that helps build on the company’s professional, open, dynamic work environment where employees are given the tools they need to succeed and then encouraged to work together to exceed customer expectations. Graphic Designer Jayme Sederberg began her career at Sandhills as part of the program. As a student at the University of Nebraska, she received weekly emails with jobs and internships, and the opportunity at Sandhills piqued her interest. “My major is graphic design, but I didn’t have much experience working with web,” she notes. As part of the Sandhills Publishing internship program, Jayme received real-world, hands-on experience working with and learning from managers and senior employees. For many projects, she worked directly with Sandhills customers to consult on company logos and websites regarding overall design, tone, and content, then put that knowledge to work creating logos, making website changes, building mockups, and coding new sites. Having recently transitioned into a full-time position, Jayme credits the internship with building her skills as a professional. “The internship helped me immensely in learning how to code and design for web,” she says, while also offering valuable experience with page design and photo-editing programs, and long-term opportunities to apply those skills as a full-time professional. a working version of the site, putting it ONGOING SUPPORT services and search engine optimization through several phases of development Once your website rolls out to the public, and marketing. and testing to make sure it works efficiently you can be sure Sandhills has the technology “Business needs can change rapidly,” in all browsers and on any device. You’ll infrastructure and expertise to keep it Tyler says. That’s why the in-house team be able to review, add, and remove content up and running (for more information is always available to offer personalized throughout the process and, when design on Sandhills’ tech infrastructure, refer to service, whether it’s making a simple and testing are complete, you’ll use and page 53.) Site maintenance and upkeep, change, adding a new site feature, or review the site before it’s available to the including and undertaking a major site overhaul. “At any public and make final adjustments as renewals, all come as part of the premium point, customers can contact the designer needed. “Communication is important hosted website package and at a price that’s and sales representative they are working throughout the process,” Tyler says. “Our especially competitive. As your needs with directly to request any change to customers know their business better expand, you can take advantage of other their site or to simply ask a question or |han anyone.” Sandhills services such as website analytics share an idea.” domain registration Sandhills Magazine 39 COMPANY SPOTLIGHT UTAH TRACK & WELDING I f there is a gene for machinery and parts you can get from here!” sales, the Omans have it in their DNA. The recently began Roland Oman’s father started his business, supplementing print ads and online 8th West Welding (a welding machine listings with quarterly banner ads on shop) in the early 1950s after several MachineryTrader.com, years of working for CAT. Growing in the Roland summers. When returned after which allow sellers to target site visitors under up, Roland worked for his father specific categories. To measure ROI, Sam and Roland keep a close eye on Call college, his father retired, Stats and Banner Ad Stats, selling the company to Industrial user-friendly applications from Parts Depot. Roland worked as a Sandhills salesman for them for four years and that help advertisers gauge the effectiveness of their print and watched how they ran the business. In online advertising. 1980, he started his own business, Utah Using Call Stats and Banner Ad Stats, Track & Welding, repairing and selling Roland and Sam are able to measure and used machines and later adding a used analyze the specific results of the print and parts division to the equation. online campaigns—and they've found the Today Utah Track & Welding specializes 40 company results to be significant. “We can see through in new, used, and rebuilt undercarriage Utah Track & Welding holds a weekly ad Call Stats that the week we ran a banner components, used equipment sales, new in the print edition of Machinery Trader ad, we also had a spike in calls—about 30% and used parts, and service for construction magazine, where it advertises dismantled more calls in fact,” notes Sam. “We can also equipment. With their in-house machine machines and attachments for sale. These track the time reps spend on the phone shop they can fix just about anything, listings then become featured listings with these leads,” he explains, noting that offering a full range of services to customers. online, receiving priority placement on tracking call durations provides insights into Following in his father’s footsteps, Sam, MachineryTrader.com. the effectiveness and quality of a phone lead. Roland’s son, grew up spending summers Print and online listings reach buyers working in the family business. After college, both locally and all over the world, and he returned to work full-time and eventually have resulted in measurable leads. “The take the company into its next generation. farthest customer we’ve sold to is South “That entire month, calls were at least 30% longer than calls in average months.” Africa,” says Roland, noting that the ON-TARGET MARKETING EVOLVING INTERNAL SYSTEMS company has also sold to buyers in China As Utah Track & Welding evolves to serve To reach buyers in the market for parts, and across Europe. “That’s about as far as the next generation, it’s also upgrading its Sandhills Magazine internal systems to more efficiently track and manage inventory. As an early adopter of Fast Track (Sandhills’ dealer-to-dealer parts and attachments network), much of the company’s inventory has long been cataloged in the web-based software’s database. The system is intended for parts dealers looking to buy and sell at wholesale, and provides an easy and efficient avenue for sourcing specific parts from dealers all over the world. It also communicates with Sandhills inventory management app, which makes it easy for parts dealers to add and edit available inventory, then update listings across Sandhills’ websites, within Fast Track, and on their own company website (if it’s hosted by Sandhills). The system has not only become a valuable internal inventory management tool for Roland and Sam, it essentially gives dealers (through Fast Track) and buyers (through MachineryTrader.com) access to Utah “THE WEEK WE RAN A BANNER AD, WE ALSO HAD A SPIKE IN Track & Welding’s entire parts inventory, CALLS—ABOUT 30% MORE CALLS IN FACT.” providing easy, efficient tools that help them search for the specific parts they need. —SAM OMAN, VICE PRESIDENT LOOKING AHEAD Sam will soon take the helm as the third generation of leadership, and as to long-term success. “I’ll be fading off business. “My dad has everything in his the company moves forward, internal into the sunset, and Sam will be taking head,” says Sam. “He certainly knows the efficiencies and inventory platforms that over,” Roland says. Among the challenges inventory, but what I want is for everyone make inventory accessible to the people facing Sam will be the task of duplicating to know what we have in inventory, and who need it will be increasingly integral Roland’s encyclopedic knowledge of the be able to find it through online searches.” Sandhills Magazine 41 CYBERSECURITY NOTES PLANNING FOR A SECURITY BREACH 42 s many military leaders have noted, A THE IRP Your plan should describe how you will No plan ever survives contact with A data breach can be devastating. The take steps to: the enemy. And it’s true: Even when you typical cost of a breach these days can be 1. Stop the active breach. plan carefully, nothing ever goes quite as much as $150 or more per lost or stolen 2. Isolate and take offline any machines or as you had imagined. Still, experienced record. Given that most businesses store systems that may be compromised in businesspeople know that it’s much thousands and thousands of records, order to stop the spread of infection. better to have a plan than not to have companies routinely spend many months 3. Investigate the incident and system one. And among the many other things and millions of dollars recovering. Needless vulnerabilities. for which one needs to plan in a business to say, some never do recover. computer forensics activities that can (This can involve these days is how to deal with a data What you need to help you deal with this be undertaken by your IT team. If breach that could expose customer or sort of issue is an Incident Response Plan or your IT team is unable to conduct such employee records. IRP: a high-level strategy for implementing activities, then it’s important to make a data breach policy that spells out what you arrangements with a third party security WHAT’S A DATA BREACH? will do in the event of a breach. That means provider before there is a breach.) Generally, security people define a data that there should be a breach recovery team breach as any unauthorized release whose responsibilities include planning or access of information deemed not for, attempting to avoid, and responding to 5. Protect the company from future attacks. suitable for public release. That could and mitigating the effects of such breaches. 6. Prepare and deliver communication(s) mean hackers gaining access to data (The team should include reps from HR, to media outlets, law enforcement, through some sort of attack; lost, stolen, Legal, and IT. Someone on the team must et cetera. (In general, it’s a good idea or employee be empowered to make decisions and take to make one person responsible for negligence; or failure of a policy or action; that often means that an executive communications, especially with the internal system. Any one of these is or owner may also be on the IR team.) press. No one else should be permitted to misplaced equipment; 4. Document the company’s timely response and due diligence efforts. presumed to have led to some sort of data There is no one right way to plan for or speak to the press about the company’s exposure; in many cases, even if there’s no respond to a breach, but there are certain breach response policies in general or evidence that the data was in fact stolen, steps that responsible businesses normally about any incident in particular.) lost, or misused, you may be required to take. Your plan should provide a well-   inform customers or users of the fact that defined, organized approach for handling Note that you’ll want a specific person to there is a potential exposure. any potential threat to computers and data. be in charge of each of these items. (And Sandhills Magazine of course the same person can take on instance, if your business is classed as a multiple roles and tasks, so long as they’re “covered entity” or “business associate” all covered.) You’ll need to communicate under HIPAA, FERPA, or other federal and practice your plan so that people will requirements, or if you store credit card be familiar with their roles and with your data or social security numbers on your breach mitigation procedures. (Sometimes servers, you may be required to notify both practice can include fielding mock attack the victims and the appropriate authorities and defense teams; this is often referred to within a certain amount of time. Keep in as “red teaming” and “blue teaming.”) mind that if you do business internationally, Because educational institutions are you may also be subject to security breach required to safeguard a great deal of regulations that can differ from one country private information and are also subject to to the next. various state and federal requirements (and Staying on top of such issues requires because they also normally have strong IT some diligence, a fair amount of effort, and departments), colleges and universities are an investment in security infrastructure. often a great source for ideas and templates If you’ve not done a lot of security you can use to create your IRP and other work or have only minimal IT support, security policies. (For example, the Cal ensuring that you’re safe and can respond State Long Beach security protocol is a appropriately to a breach can be daunting, solid one to use as a general guide. You can indeed. Of course, if many of your business view this document at https://tinyurl.com/ dealings are conducted through Sandhills m2dbxal.) Publishing, you’re relieved of much of that In some cases, notification of the proper worry. Sandhills fields a dedicated security authorities—as well as the victims whose team backed by experienced IT staff to help data was compromised—is required. This keep you safe. That doesn’t relieve you of can depend upon the type of data, the your responsibility, naturally, but if you’re number of records, the state in which the working with an experienced and respected breach occurred, and the requirements partner, then a good deal of the load is peculiar to your specific business. For taken off your shoulders. YOUR PLAN SHOULD PROVIDE A WELL-DEFINED, ORGANIZED APPROACH FOR HANDLING ANY POTENTIAL THREAT TO COMPUTERS AND DATA. INDUSTRY NEWS AGRICULTURE JOHN DEERE INTRODUCES ITS LARGEST AIR CART includes an onsite research and development facility. The manufacturer created the sub-compact tractor category in 2000 and made significant upgrades to the category this year with the John Deere’s new C850 air cart is designed for small-grain release of four BX80-Series tractors. The BX1800, BX2380, and producers who want to drill more acres per day. It can carry up BX2680 are capable of 18, 23, and 25.5 horsepower, respectively, to 850 bushels—55% more than previous models—while avoiding while the 23hp BX23S comes with both a Swift-Tach loader and the additional soil compaction and decreased flotation that Swift-Connect backhoe. typically come with large carts. The C850 comes with integrated tank scales and five-point hydraulic wireless conveyance that can deliver up to 100 bushels per minute. AGCO PLANTER OFFERS MORE CONSISTENT SEED SPACING AVIATION FAA REMINDS PILOTS OF UPCOMING ADS-B OUT REQUIREMENT, OFFERS REBATE By January 1, 2020, planes must be equipped with ADS-B Out For top yields, farmers have an optimal five- to 10-day planting avionics to fly in most controlled airspace. That requirement is window, AGCO notes, so it’s essential they’re able to plant as part of the FAA’s move away from ground radar and navigational many acres as possible during that window. The SpeedTubes on aids to more precise tracking via satellite signals, the agency AGCO’s 9800VE Series White Planters help plant more acres notes. ADS-B, or Automatic Dependent Surveillance-Broadcast, faster by controlling the seed from the meter to the furrow. In reports both barometric and geometric altitudes along with tests, the planters produced the same consistent seed spacing at horizontal and vertical velocity relative to Earth. The FAA is speeds ranging from 4 to 9.8 mph. VE Series planters also have offering $500 rebates to help owners equip their planes with the a vSet seed meter, vDrive electronic drive system, and optional avionics. The rebates are available until September 18 or until automated DeltaForce hydraulic downforce and integrated 20,000 rebates have been claimed, whichever comes first. 20/20 SeedSense monitoring. KUBOTA OPENS NEW NORTH AMERICAN HEADQUARTERS, REINVENTS SUB-COMPACT TRACTOR CATEGORY 44 PIPER SELLS FIRST M600 IN EUROPE Czech Republic-based CTP Invest purchased the first Piper M600 in Europe and is set to accept delivery in late summer. The six- seat M600 has a Pratt & Whitney PT6A-42A 600shp engine and a Kubota moved its North American headquarters to Grapevine, maximum cruise speed of 274ktas. It received FAA certification last Texas, opening a $50 million, three-story office building that June and should receive European validation this summer. Sandhills Magazine TRUCKING RESEARCH SHOWS GROWTH IN CHINA & U.S. TRUCK MARKETS A better economy and improved market demand in China led to rapid year-over-year recovery in the truck market, according to a report by CONSTRUCTION REPORT MEASURES SIZE, STRENGTH OF EQUIPMENT INDUSTRY ACT Research and China’s State Information Center. The heavy-duty truck market grew 36% year-over-year in the fourth quarter of last year, following in a 51% increase in the third quarter. Medium-duty About 1.3 million United States workers were involved in the truck sales showed year-over-year sales increases of 6% in the fourth design, production, and sale of equipment and related services in quarter and 22% in the third quarter. In the United States, data from 2016, according to a report from the Association of Equipment ACT Research shows orders for Class 5 to 8 trucks reached a 16-month Manufacturers. The industry contributed about $159 billion in high early this year and that same-dealer sales volumes of Class 8 economic value to the United States. Texas leads the states in trucks improved. terms of number of workers employed in the industry, followed manufacturing industry supports about 149,000 jobs and adds INDUSTRY ASSOCIATION OPPOSES INCREASE IN TRUCK WEIGHT LIMITS about $15 billion to the country’s GDP. In a letter sent to members of the appropriations committees in by Illinois, Wisconsin, and Ohio. In Canada, the equipment both the House and Senate, the Truckload Carriers Association JCB SKID STEER & TRACK LOADER MARKS INDUSTRY FIRSTS wrote that it opposes a proposal to increase the federal gross vehicle weight limit to 91,000 pounds on six axles. The current limit is The JCB Teleskid is the world’s first skid steer and compact track 80,000 pounds on five axles. “While this change in operation loader with a telescopic boom and the only skid steer that can dig attempts to improve trucking productivity on our highways, it up to three feet below its chassis, plus it can reach 8% higher than clearly would only benefit a minority of carriers, while forcing the other skid steers. The Teleskid has a fully enclosed cab and a 74hp rest of the industry either to divert critical resources into these new JCB Ecomax engine. JCB also recently released its first scissor lifts configurations or risk becoming obsolete,” the letter states. Such a and articulated and telescopic booms, part of a line of 27 new access change would require significant costs to get the new trailers on the arms the manufacturer expects to offer by the end of this year. road while also making the trucks less fuel-efficient, the TCA notes. KENWORTH BEGINS PRODUCTION OF CONSTRUCTION TRUCK CHASSIS SWIFT, KNIGHT TO MERGE Construction companies in need of a truck chassis that can handle mixer, have agreed to a merger that will create the largest truckload crane, dump truck, or other duties have a new option with the Kenworth operator in North America. Kevin Knight will become Knight- T880S. The chassis has a set-forward front axle ranging from 14,600 to Swift’s executive chairman, while Swift’s Jerry Moyes will 22,800 pounds and bumper settings of 28, 29.5, and 31.5 inches. become one of the company’s directors. Phoenix-based Swift Transportation and Knight Transportation Sandhills Magazine 45 DID YOU KNOW . . . The SANDHILLS CLOUD (an easy-to-use interface that houses mobile business apps) streamlines and simplifies the everyday processes behind customers’ businesses—from assessing equipment values to updating inventory advertised online and in print. Sandhills’ NEEDAHAULER.COM connects buyers and sellers with logistics companies who bid for their business, so when it comes to making the sale, hauling is no longer an obstacle. Users of FAST TRACK —Sandhills’ exclusive dealer parts exchange network—can list all of their parts inventory online on MachineryTrader.com, TractorHouse.com, or TruckPaper.com at no additional cost. ea97ir Once a dealer saves changes to an ad through Edit Via Web, the program automatically generates a QUICK FIND CODE —a unique code that is printed in the top left corner of the listing. When a potential buyer wants more information on a specific print listing, they can enter the Quick Find code from the print ad to instantly access more information, specs, photos, and videos. You can streamline and simplify equipment inspections with the INVENTORY MANAGEMENT app—a mobile resource that makes processing, storing, and referencing inventory simpler than ever. When parts dealers use the Inventory Management app to update their inventory, the changes update across Fast Track, Sandhills’ trade websites (MachineryTrader.com, TruckPaper.com, and TractorHouse.com), and their Sandhills-hosted website. 46 Sandhills Magazine WEEKLY ONLINE AUCTIONS Reach buyers all over the world in the market for your equipment through the most powerful auction platform available. Grow your business with easy, cost-effective online auctions through AuctionTime.com. WHAT'S NEW FEATURES & ROLLOUTS THIS MONTH SANDHILLS EAST ACQUIRES KEY BRANDS IN SPAIN & ITALY Sandhills' Manchester-based subsidiary has acquired a number of key brands in the construction, agriculture, and trucking industries in Spain and Italy. The acquisition of Spain’s MOMA Agri (www. COMING SOON . . . MOMA.es) furthers TractorHouse’s presence in the local ag market, Maquinaria OP (www.MaquinariaOP.com) complements the local SANDHILLS CLOUD FEATURES FOR PARTS DEALERS distribution of Truck Paper and Machinery Trader. Sandhills East In the coming months, Sandhills will roll out a number of tools also recently acquired Agroserv SRL, the Italy-based media company specifically designed for parts dealers, including behind www.CercoCamion.com. Sandhills will add a nationally quoting, sales, management, and invoicing distributed CercoCamion.com print publication, enabling sellers to features, plus a number of other tools leverage the powerful combination of print and online exposure. In that streamline and simplify internal all, the acquisitions are part of a larger initiative focused on meeting business processes. while the subsequent purchase of Todo V.I. (www.TodoVI.com) and the increasing international demand for effective resources that connect buyers and sellers in these industries. SOCIAL MEDIA SERVICES NOW AVAILABLE NEW EMAIL LEAD FEATURE FOR PARTS Sandhills offers a range of online marketing services in addition Parts dealers using Fast Track (Sandhills’ parts and attachments to exposure through banner ads and listings on its powerful trade network) can now opt for email updates when they receive a websites. In-house web marketing experts now also offer social message from a Fast Track dealer, or media packages for Sandhills advertisers, starting with the set when a submitted inquiry matches a up and launch of professionally designed and branded pages on part in their inventory. Fast Track is a key platforms including Facebook, Twitter, LinkedIn, YouTube, user-friendly, web-based software that Google Plus, and Instagram. These services save your business the makes it easy for dealers all over the valuable time and resources required to get a professional presence world to buy, sell, and trade the parts on these platforms up and running and enable your business the their customers need. This new feature added benefits of additional online exposure through a verified is an easy, convenient way to stay in the know and move parts where local business page and an expanded preferred page audience. they’re needed. Refer to page 10 in this issue for more on Fast Track. Contact your Sandhills rep to learn more. 48 Sandhills Magazine SANDHILLS SPONSORS VIETNAM WAR VETERANS FLIGHT TO WASHINGTON D.C. Hundreds of combat veterans of the Vietnam War recently the National World War II Memorial, and the Marine Corps War participated in an honor flight from Omaha, Nebraska to Memorial (Iwo Jima), with transportation, meals, and other VIP Washington D.C. as part of a day trip organized by Nebraska- accommodations provided along the way. based nonprofit Patriotic Productions and sponsored by The 2017 honor flight was the 11 th event of its kind for Sandhills Publishing. The veterans were guided through Patriotic Productions, which has organized flights for nearly visits to a number of sites including: the Vietnam Veterans 3,000 veterans of World War II, the Korean War, and the Vietnam Memorial Wall, the Lincoln Memorial, the Korean War War. It’s the second year in a row that Sandhills has teamed up Veterans Memorial, the Changing of the Guard Ceremony at with the organization to sponsor one of the four commercial Tomb of the Unknown Soldier, Arlington National Cemetery, airline flights set for the nation’s capital. VIEW AUCTION RESULTS FOR WATCH LIST ITEMS UPCOMING DEALER FORUM EVENT IN SALT LAKE CITY AuctionTime.com’s Watch List feature makes it easy for users Sandhills will host equipment and parts dealers, manufacturers, browsing listings on the site to keep rental track of items of interest. Listings auctioneers, and other professionals added to a user's Watch List are stored in in one convenient location, and can be transportation, accessed quickly and easily from a any industries as part of a series of device (including mobile). The most regional forums scheduled in 2017. recent update to the feature makes it The next forum will be held June 12 th easy for users to reference auction results for items on their Watch in Salt Lake City, Utah. Contact your Sandhills rep to learn List that sold by clicking the Auction Results tab. more about attending this event, or one in your area. the and leasing construction, and companies, agriculture, aviation Sandhills Magazine 49 THE STORY OF SANDHILLS PUBLISHING I n 1978, Tom and Rhonda Peed founded of continued growth left it bursting at the the exception of the concrete foundation Sandhills Peed seams. They began evaluating Midwestern that Corporation) in an old blacksmith shop in cities that offered both large employee Administration Building. Webster City, Iowa. The company had only recruiting bases and a suitable environment seven employees at the time, two of whom for a company with small-town roots. Publishing (then were Tom’s parents. 50 would soon become the GROWTH & EXPANSION In 1985, Sandhills established its new In the years that followed, Sandhills hit the The first publication from Sandhills home in Lincoln, Nebraska. The proximity of ground running. On the cutting edge of Publishing, Machinery Trader, rolled off the universities promised a qualified, professional the technology industry in the late eighties, press in March of that year. The company workforce, and the growing city’s positive the company expanded its computer sent the inaugural edition of the trade reputation and strong work ethic made publications with two consumer-interest publication, which targets buyers and sellers Lincoln an attractive choice. Of the 120 magazines: CyberTrend (then PC Today) of used heavy construction equipment, people working for Sandhills in Webster which offers technology insights for growing to 20,000 readers. Lacking sophisticated City, 65 relocated to Lincoln. “It was 4th of small businesses and traveling professionals, mailing equipment, the staff labeled each July weekend when we moved,” recalls Lee and Computer Power User, later added to and every copy by hand and dropped them Chapin, a Lincoln native who started with accommodate an advanced audience of off at the local post office in a pickup truck. the company during the transition. “I was tech-savvy computer enthusiasts. Though the company’s beginnings were in real estate at the time, and I had traveled Sandhills Publishing also continued to hardly glamorous, Machinery Trader found to Webster City to meet with employees expand its reach in the aircraft industry with a niche in the construction industry, and and help them relocate,” explains Lee. “Tom the launch and growth of a unique family of circulation increased. As the publication Peed handed me a little test and I took it, aviation publications. Following the success grew, so did Sandhills, introducing two and he looked it over, and he turned to his of Controller, geared toward dealers and more trade magazines by 1981: Controller wife Rhonda and said, ‘See, I knew he was end users in the aircraft industry, the first and Truck Paper. a salesperson.’ I had dinner with Tom and issue of Executive Controller rolled off the Rhonda later that evening,” says Lee, who press in 1992. The publication expanded THE MOVE WEST now oversees Truck Paper. “I started with the Sandhills’ reach into the corporate market, The Peeds soon discovered their company had company four days later.” targeting buyers and sellers of high-end, outgrown its small Iowa community. Sales At the time of the move, Sandhills’ turbine-engine aircraft. Charter Hub was had increased dramatically and the prospect 68-acre campus was mostly bare, with later introduced to offer a direct connection Sandhills Magazine between charter operators and travelers. Using Machinery Trader and the success of the Peed Parts & Attachments Network (through which Sandhills pioneered electronic communications and information services for clients in the heavy equipment and machinery parts industries) as a platform, Sandhills expanded its reach in the trucking, construction, and heavy machinery industries. Having already established Truck Paper in 1981, the company continued to grow to accommodate each segment of the market: AuctionTime provides those in the market the ability to buy and sell equipment at auction values quickly and easily; Machinery Trader Auction Results, released biannually, premiered in January 1993 as a valuable tool for referencing auction results on equipment. As technology continued to advance in the business community, Sandhills found a valuable place in the online market and launched a series of companion websites for its successful print publications. “We embraced the use of online technologies as early as 1983,” says President and Founder Tom Peed. “This was, of course, way before COMBINING PRINT & DIGITAL TECHNOLOGIES STATE-OF-THE-ART PRESS TECHNOLOGIES publication’s target reader. By distributing industry’s leading resource for buying and Today, Sandhills’ user-friendly websites publications in bulk at specific locations, selling ag equipment. are the most valuable resources in their Sandhills reaches potential buyers who are industries for dealers listing inventory and frequenting those establishments. “They’re PRESS TECHNOLOGIES buyers seeking the equipment on which constantly seeing our publications, so To accommodate an expanding print they rely. Sandhills’ newest resources focus we’re top of mind when a buyer is in the readership, Sandhills Publishing invested on bringing service providers and end- market for a particular item,” explains early in press technologies for its growing list users together through outlets connected Sandhills’ Lindsay Kant. of publications. “We’ve experienced many the existence of the commercial internet.” Ahead of the curve, Sandhills continued to grow as the Internet and other technology resources became commonplace. “As the rest of the business community accepted the technological changes, it became easier for us to promote our online services,” Tom explains. parts transactions. As Sandhills’ success grew over the changes within the production department RentalYard brings rental and leasing years, the company continued to invest in over the years,” says Press Operations Shift companies to equipment and together. technologies to support the growth of both Manager Birk Baker, who has been with Similarly, websites like NeedALender.com, print and digital consumption. In the midst Sandhills since 1993. In the beginning, the NeedAHauler.com, NeedADriverNow.com, of a booming digital marketplace, Sandhills entire business—including the original NeedWorkToday.com, and NeedAnInsurer. turned focus to expanding and further printing press—was located in the Lincoln com connect service providers and end-users segmenting its products, not only to reach campus’ Administration Building. within Sandhills’ core industries by leveraging more specific audiences, but to include its existing brands to connect primary additional markets—namely, agriculture. and end-users recalls Truck Paper Manager Lee Chapin, “Our family has always been involved “We waxed the ads, rolled them onto paper, with agriculture,” explains Chief Operations then shot them with a camera to make Officer Shawn Peed, who undertook the negatives. We used to hand-strip every process of establishing a means by which to color picture into the magazine,” he adds. enter the uncharted market. Sandhills began Offering these full-color ads at no additional Sandhills’ core print publications and researching the farm equipment market cost to advertisers, Sandhills undertook the websites continue to lead the industries in October of 2004. In 2005, Sandhills labor-intensive task of publishing each of through calculated distribution channels launched TractorHouse.com, an agricultural their regional publications weekly. that leverage both print and digital equipment resource connecting buyers and “We used to sit at the layout tables all media. In fact, each distribution model sellers of new and used farm equipment night,” remembers Sales Representative is and parts. Today TractorHouse is the Angela Lee. “Sometimes we’d be in as late and secondary markets efficiently and cost-effectively. COMBINING PRINT & DIGITAL TECHNOLOGIES 52 “I remember when we first started,” carefully Sandhills Magazine constructed around the HOSTED BUSINESS SOLUTIONS COLLABORATIVE & INNOVATIVE COMPANY CULTURE with opportunities to grow into their own at Sandhills, encouraging individuals with a variety of skillsets to work together in all areas of the business to provide a productive experience that exceeds every customer’s expectations. This open environment, fueled by as three or four in the morning putting the customers large and small. the high value placed on progressive book together, especially if ads came in late. At the company’s global headquarters in Every week it was like that—getting the Lincoln, Nebraska, Sandhills’ staff has also Sandhills has established such a name book out was quite a process.” expanded to accommodate the needs of its for itself as an industry innovator. The Sandhills campus has since grown ever-increasing customer base. While sales Sandhills employees are provided with the to include a press facility that houses and marketing teams work to broaden and tools necessary to stay in the forefront, the company’s state-of-the-art printing strengthen the reach of the company’s print ensuring that products and services evolve press. Using some of the most innovative publications and websites, software developers continuously, and customers are able to technology in the industry, the press converts and business analysts continue to evolve the utilize all avenues to build the success publications directly from digital format via Sandhills Cloud—a hosted suite of apps that of their businesses. The commitment to a groundbreaking direct-to-plate process. At help manufacturers, dealers, brokers, auction evolution is deeply ingrained in Sandhills’ full speeds, the press is able to produce 1.76 companies, and others buy and sell equipment character, as the company prides itself million pages of print per hour. more efficiently, service their customers on maintaining a proactive approach more effectively, and make better overall to the changing landscape of business business decisions. and technology. HOSTED BUSINESS SOLUTIONS technologies, Sandhills’ is perhaps culture of the reason openness to Over the last two decades, Sandhills has COMPANY CULTURE implementing new ideas is ideal for the continued to develop technologies that Even as new and innovative technologies company’s growing internship program, have changed the way its customers do contribute to efficiency and productivity, which also contributes to an energetic business, offering practical industry- it’s the intangibles—the employees, the entrepreneurial spirit. Interns gain real-world specific services that help businesses work ethic, the culture—that remain experience in areas that include software more effectively reach and service their Sandhills’ customers. Sandhills’ diverse range of on products and services are built around the unique needs of buyers and sellers in the group strengths, the company culture is early and has continued to grow over the last industries they serve, and hosted through one that values creativity, growth, and decade from approximately 20 students to the company’s vast tech infrastructure innovation. A professional, open, and over 100. to accommodate the diverse needs of dynamic environment provides employees greatest assets. Focusing development, collaborative business graphic design, sales, marketing, journalism, relationships that build on personal and and more. The program was established fostering information technology, The experienced management staff, Sandhills Magazine 53 developed and promoted from within together to form company and department An employee donation program fosters the company, is also a valuable resource priorities on a quarterly and yearly basis. a culture of service and stewardship. for other employees and an asset to the An environment of open communication Donation matching incentives encourage company’s success. “Sandhills managers through daily contact and weekly reporting employees to give back to their community, are homegrown and come from experience provides opportunities while adding to the donation values gifted earned while developing as a part of the to identify patterns of success while to groups and organizations, including organization,” explains Sandhills’ Chuck highlighting prospects for improvement. Cedars Home for Children, the People’s City Lewis, who started with the company 21 “Constant communication ensures that Mission, the Food Bank of Lincoln, and the years ago gathering auction results and for- everybody’s on the same page, everybody’s Cancer Research Center. Sponsored events sale listings distributed electronically over sharing information and making sure that such as the Junior Achievement Bowl- the Peed Parts Network. He later became concerns as well as opportunities become A-Thon and Lincoln’s Cornhusker State a sales representative for the service, a part of the agenda,” notes Web Marketing Games provide employees opportunities position that offered valuable experience and Development Manager Dave Steen. to volunteer and interact with many of employees and industry insight. “The Peed Network taught me the value of the used parts industry, as well as the value of customer Since the beginning, Sandhills has placed local community by reaching out to service,” explains Chuck. As the Peed a high value on community outreach and area universities with scholarships and Network evolved, Chuck moved into an stewardship. Back in Webster City, Tom participating in career fairs that generate assistant management role for Machinery and Rhonda opened their doors to the local interest from the up-and-coming job Trader, continuing to develop the company’s community during the holidays so that market. In 2012, Tom and Rhonda gifted a products and services. Today, Chuck serves area residents could use the phones to call commitment to the University of Nebraska as Sandhills’ Chief Sales Officer. their families around the country. Sandhills Foundation him has since carried forward the tradition Publishing Student Program, which awards work together to evolve the company, of community stewardship by hosting a scholarship to eight students each year. continually Chuck 54 these organizations and the communities COMMUNITY OUTREACH & STEWARDSHIP included a parts locating service, which and managers like they benefit. Sandhills also to participates create the in the Sandhills improving charity events, teaming up with community “We have been blessed with the success products and services from the ground organizations such as the YMCA of we have and feel that we should share with up. of Lincoln, the Lincoln Children’s Museum those less fortunate,” says Tom Peed. “It value-added services for our customers and the Lincoln Children’s Zoo, Madonna is in keeping with our company culture, improves our core products,” says Chuck. Rehabilitation Hospital, and the Lincoln which is one of good stewardship.” “It also provides opportunities for our Community Playhouse. The company also employees to grow,” he adds. sponsors Junior Achievement of Lincoln, INVEST & INNOVATE Sandhills’ management strategy focuses the Great Plains Trails Network, Habitat for Today, Sandhills’ reach is global, as heavily on this philosophy of constant Humanity, the Friendship Home, and the the success of its publications and improvement. Management teams work Special Olympics. websites continues to grow. The global “The Sandhills Magazine building ongoing and development headquarters, which sprawls over a 68-acre campus in northwest Lincoln, Nebraska, includes five buildings in total, including an on-site data center and press facility. In 2000, the company established an additional data center in Scottsdale, Arizona, which functions in tandem with the Lincoln Data Center. In 2012, Sandhills Publishing began establishing offices overseas to better serve the global reach of the company’s publications and LINCOLN’S CAMPUS CONTINUES TO EXPAND WITH GROWING services. Investments in data technologies, highly efficient processing servers, and upgraded facilities have helped Sandhills stay on the cutting edge as it continues its vision of offering customers the absolute highest quality service. Meanwhile, Lincoln’s campus continues to expand with growing customer demand; the CUSTOMER DEMAND; THE CONSTRUCTION OF A LEED CERTIFIED IT FACILITY ADJACENT TO THE DATA CENTER WAS RECENTLY construction of a LEED certified IT facility adjacent to the data center was recently finished, as well as a production building expansion that has allowed the company to accommodate the rising demand for print and widespread growth of its brands. Sandhills has most recently broken ground on yet another LEED FINISHED, AS WELL AS A PRODUCTION BUILDING EXPANSION THAT HAS ALLOWED THE COMPANY TO ACCOMMODATE THE RISING certified facility called the Cyber Center, which is expected to be complete in the fall of 2017. With an ongoing interest in investing in the gradual growth of the company DEMAND FOR PRINT AND WIDESPREAD GROWTH OF ITS BRANDS. and the success of the markets it serves, Sandhills Publishing continues to evolve and move forward. Sandhills Magazine 55 With publications distributed around the world and seven office locations across six countries, Sandhills Publishing has grown exponentially since its founding. 1978 1980 1990 Sandhills Publishing (then Peed Publishing Corporation) is founded by Tom and Rhonda Peed. Controller is introduced. Lincoln campus expands with Production Building. 1979 1981 Truck Paper begins weekly circulation. 1992 Machinery Trader is published in three regional weekly editions. 1983 Fast Track (then the Peed Parts & Attachments Network) is introduced. 1985 Peed Publishing Corporation relocates to Lincoln, Nebraska. 1987 CyberTrend (formerly PC Today) is introduced. Executive Controller is launched. 1993 Machinery Trader Auction Results is introduced as a biannual auction report. 1995 Multimedia Building added to Lincoln campus. 1996 Websites for all publications are launched. 1997 Peed Corporation is renamed Sandhills Publishing. 1999 Sandhills begins building and hosting custom websites. Goss G18 printing press is installed. Sandhills begins hosting email. 2000 Sandhills West opens in Scottsdale, Arizona. 2001 Computer Power User is introduced. 2015 Sandhills introduces NeedALender.com. 2002 FleetEvaluator.com is launched. Sandhills hires independent contractors in Europe. The Lincoln campus expands with the Binary Building. 2004 MachineryTrader.com is translated into five languages. 2005 Sandhills introduces the Sandhills Cloud. MarketBook expands into New Zealand and South Africa. Charter Hub is introduced. MarketBook splits into industry-specific print editions in Europe. TractorHouse.com is launched. Controller Europe is launched. 2006 2016 Sandhills begins hosting Microsoft CRM. 2008 AuctionTime expands to include international sellers the last week of every month. Goss Sunday printing press is installed. MarketBook New Zealand and South Africa expand to fortnightly editions. 2010 MarketBook splits into industry-specific publications in Australia. MarketBook is introduced and circulated internationally beginning in Canada. AuctionTime.com begins hosting online equipment auctions. 2011 Charter Hub Europe is launched. Sandhills launches NeedADriverNow.com. Sandhills launches NeedWorkToday.com. Lincoln campus expands with the Data Center. Sandhills installs new Goss Sunday printing press and bindery. UpcomingAuctions.com is launched. Sandhills launches NeedAnInsurer.com. Sandhills launches BidCaller.com. Sandhills East acquires Ireland’s Farm & Plant Buyer’s Guide. 2012 Sandhills East acquires Focus Media Group, establishing an additional office location in Peterborough, U.K. Sandhills introduces NeedAHauler.com. Goss Pacesetter binder is installed. 2017 Manchester office opens. Sandhills East acquires Germany’s Truck Buy & Sell International and Transporter brands. Luxembourg office opens. MarketBook expands into Europe, Australia, Mexico, and Brazil. Brisbane office opens. Madrid office opens. 2014 Sandhills East acquires France's Douglas Editions, establishing office location in Beaucamps-le-Vieux. Sandhills East acquires UK-based Resale Weekly. Sandhills acquires Aircraft Cost Calculator (www. AircraftCostCalculator.com). Sandhills acquires Auction Flex (www.AuctionFlex.com). Sandhills opens office location in Sidney, Nebraska. Sandhills launches RentalYard.com. Sandhills introduces Fast Track Iron. Sandhills East acquires Agroserv, establishing office in Nereto, Italy. Sandhills Magazine 57 WELCOME TO SANDHILLS PUBLISHING Sandhills Publishing is international in scope with offices all over the world. Headquartered in Lincoln, Nebraska, the 68-acre main campus has grown significantly since its founding, and offers plenty of room for future growth—an important asset for a forward-focused and ever-evolving company. A leader in information processing, Sandhills Publishing continually invests in resources that keep its customers at the top of their industries and on the cutting edge of innovation. DATA CENTER In addition to serving as the Lincoln campus headquarters, the Data Center houses Sandhills’ server farms, which are secured in an underground, tornado-proof room that utilizes biometric and RFID (radio-frequency identification) access. The Data Center is a LEED (Leadership in Energy and Environmental Design) gold rated building designed with environmental sustainability in mind. The structure is made largely of recycled and reclaimed materials and utilizes solar energy, LED light fixtures, light-harvesting photo sensors, and other energy-efficient technologies to conserve resources. ADMINISTRATION BUILDING Constructed in 1985, the Administration Building was the first on the Lincoln campus. The only structure on campus at the time, the Administration Building housed the company’s press and 65-member staff. Today, the completely remodeled facility includes administration offices, accounting personnel, human resources and sales staff, writers, editors, and graphic designers. BINARY BUILDING The most recent addition to Sandhills’ global headquarters, the Binary Building opened its doors in late 2015. The 25,000-square- foot facility houses web, mobile, and database developers, as well as user interface and interactive designers, network administrators, and other IT personnel. Like the adjacent Data Center, the Binary Building is LEED (Leadership in Energy and Environmental Design) gold certified by the U.S. Green Building Council, and is part of Sandhills’ continued efforts to reduce its carbon footprint. MULTIMEDIA BUILDING Added to the Lincoln campus in 1996, the Multimedia Building contains sales, marketing, facilities and customer service staff. A section of the building functions as a storage warehouse for materials, as well as maintenance and landscaping equipment. The Multimedia Building also houses the circulation department, a unique team responsible for overseeing the distribution of Sandhills’ print publications. Sandhills Magazine 59 COMING SOON: THE CYBER CENTER A new 42,000-square-foot facility is currently under construction on Sandhills’ Lincoln, Nebraska campus. Called the Cyber Center, the building will feature 240 employee workstations, a reception area and café space as well as classrooms, offices, and other training spaces. Additional workspace is in high demand with the recent growth of several key Sandhills products and services including FleetEvaluator.com, NeedALender.com, NeedAHauler.com, NeedADriverNow.com, NeedAnInsurer.com, and NeedWorkToday.com. Construction is expected to be completed in fall 2017. SANDHILLS WEST SCOTTSDALE DATA CENTER Established in June 2000, Sandhills West in Scottsdale, Arizona serves as the company’s tandem data center. In addition to the physical and virtual security of Sandhills’ server farms, the distance between their locations is a precaution against natural and man-made disasters. Like the server farm at the Lincoln Data Center, the infrastructure at Sandhills West is designed for security, power, efficiency, and reliability. Recently upgraded, the servers also provide the company ample room for future growth. PRODUCTION BUILDING A state-of-the-art press facility was added to the Lincoln campus in 1990. Temperature- and humidity- controlled, the building houses some of the industry’s most innovative press technologies, including in- house equipment for platemaking, binding, stitching, and trimming. After a recent expansion, the facility is equipped to keep pace with demand as Sandhills continues to grow. 60 Sandhills Magazine NEW OFFICE LOCATION IN SIDNEY, NEBRASKA Sandhills has officially opened an additional office location in Sidney, Nebraska, expanding westward from its global headquarters in Lincoln. Dozens of openings are available at the new location for positions that include customer support specialists, listings specialists, collections specialists, technical data editors, and inside sales representatives, as well as interactive designers and software developers. Visit www.sandhills.jobs for info about openings. INTERNATIONAL OFFICES With a well-established international presence ensures that Sandhills can effectively serve its ever-expanding global markets. Offices are located in Manchester, Essex, and Peterborough, United Kingdom; Senningerberg, Luxembourg; Beaucamps-le-Vieux, France; Nereto, Italy; Madrid, Spain; and Brisbane, Australia, with plans to continue growing these locations and establishing more offices in the future. Manchester, UK Essex, UK Peterborough, UK Senningerberg, Luxembourg Beaucamps le vieux, France Madrid, Spain Nereto, Italy Ocala, Florida Lincoln, NE Sidney, NE Scottsdale, AZ Brisbane, Australia SENNINGERBERG, LUXEMBOURG MADRID, SPAIN BRISBANE, AUSTRALIA MANCHESTER, U.K. “MACHINERY TRADER HAS JUST HELPED US GROW AND GROW AND GROW.” –DAVE MEHRTENS ROAD BUILDERS MACHINERY THE LEADING HEAVY EQUIPMENT RESOURCE SINCE 1978 Over the last four decades, Machinery Trader has connected millions of buyers and sellers of construction equipment and heavy machinery. Today, it’s distributed in three weekly regional editions across the U.S., as well as weekly and bi-weekly editions across Europe and Australia. Print editions reach buyers at parts stores, fuel stations, and other locations they frequent, as well as national and international tradeshows and industry events. Regional website domains for MachineryTrader.com allow buyers to find equipment online anytime, locally and beyond. 62 Sandhills Magazine FREE ONLINE LISTINGS FOR PRINT ADVERTISERS PRINT & ONLINE EXPOSURE PREMIUM AD SPACE GENERATES MORE LEADS TARGET INTERNATIONAL BUYERS GENERATE LEADS THAT BECOME SALES MEASURE SUCCESS ON ADVERTISING “TRUCK PAPER IS THE NUMBER ONE SOURCE FOR ADVERTISING TRUCKS.” –PAUL MEYERS TRANSTECK INC. FOR BUYERS & SELLERS OF TRUCKS, TRAILERS & MORE Truck Paper is the leading resource for buying and selling over-the-road, commercial trucks and trailers. With nine regional weekly editions distributed in print across the United States and weekly and bi-weekly editions distributed across Europe and Australia, Truck Paper reaches buyers down the road and across the world. Print editions reach buyers at the truck stops, fuel stations, and other locations they frequent, as well as national and international tradeshows and industry events. Regional website domains for TruckPaper. com allow buyers to find equipment online anytime, locally and beyond. FREE ONLINE LISTINGS FOR PRINT ADVERTISERS PRINT & ONLINE EXPOSURE PREMIUM AD SPACE GENERATES MORE LEADS TARGET INTERNATIONAL BUYERS GENERATE LEADS THAT BECOME SALES MEASURE SUCCESS ON ADVERTISING Sandhills Magazine 63 “IF YOU’RE NOT ADVERTISING IN TRACTORHOUSE, YOU’RE PROBABLY NOT GETTING CALLS.” –ANDREW SWENSON MIDWEST MACHINERY, LLC CONNECTING FARM & AG EQUIPMENT BUYERS & SELLERS Launched in 2006, TractorHouse has quickly become the leading resource for farmers, ranchers, and ag equipment buyers. The print publication is distributed in eight regional weekly editions across the U.S., as well as weekly and bi-weekly editions across Europe and Australia. Print editions reach buyers at feed stores, co-ops, parts stores, and other locations they frequent, as well as national and international tradeshows and industry events. Regional website domains for TractorHouse.com allow buyers to find equipment online anytime, locally and beyond. 64 Sandhills Magazine FREE ONLINE LISTINGS FOR PRINT ADVERTISERS PRINT & ONLINE EXPOSURE PREMIUM AD SPACE GENERATES MORE LEADS TARGET INTERNATIONAL BUYERS GENERATE LEADS THAT BECOME SALES MEASURE SUCCESS ON ADVERTISING “WE LEVERAGE MARKETBOOK BECAUSE THE SCOPE OF ITS AUDIENCE EXPOSES OUR BUSINESS TO THE WORLD.” —DON FROST TILLY’S CRAWLER PARTS TARGETED INTERNATIONAL EXPOSURE CONNECTING MARKETS WORLDWIDE MarketBook is distributed in international markets across the globe. The publication and website pull together listings for construction and ag equipment, trucks and trailers to target buyers across the industries. International editions give sellers a local presence in emerging and especially viable markets, including Canada, Latin America, South Africa, New Zealand, and beyond. Online, MarketBook is translated into 27 languages, with extensions for over 50 countries worldwide. FREE ONLINE LISTINGS FOR PRINT ADVERTISERS PRINT & ONLINE EXPOSURE PREMIUM AD SPACE GENERATES MORE LEADS REACH BUYERS IN EMERGING & ESTABLISHED INTERNATIONAL MARKETS GENERATE LEADS THAT BECOME SALES MEASURE SUCCESS ON ADVERTISING Sandhills Magazine 65 “WE KNOW OUR ADS IN RENTALYARD ARE WORKING BECAUSE WE’RE GETTING CALLS!” —KEVIN COOK B&R EQUIPMENT THE MARKETPLACE FOR RENTAL EQUIPMENT RentalYard magazine is distributed in two regional monthly editions across the U.S., with listings online at RentalYard.com. Direct mail subscriptions also reach buyers consistently in the market for rentals, while the brand continues to grow at tradeshows and industry events across the nation. Online, users can implement location filters to find equipment available locally and reach rental and leasing companies directly. FREE ONLINE LISTINGS FOR PRINT ADVERTISERS PRINT & ONLINE EXPOSURE PREMIUM AD SPACE GENERATES MORE LEADS TARGET RENTERS EXCLUSIVELY GENERATE LEADS THAT BECOME SALES MEASURE SUCCESS ON ADVERTISING 66 Sandhills Magazine “THE NAME OF THE GAME IN THIS BUSINESS IS TO TURN EQUIPMENT AS QUICKLY AS POSSIBLE. AUCTIONTIME ENABLES US TO DO THAT THROUGH GLOBAL EXPOSURE AND EFFECTIVE MARKETING.” —JEFF LENTZ BUCKEYE EQUIPMENT BACKED BY POWERFUL ADVERTISING IN PRINT & ONLINE AuctionTime magazine advertises equipment for sale in upcoming auctions on AuctionTime.com. Distributed every week alongside regional editions of Machinery Trader, TractorHouse, and Truck Paper, AuctionTime magazine provides the opportunity for four full weeks of advertising across the U.S. and Canada ahead of the sale date. AuctionTime.com listings also appear first in user search results on MachineryTrader. com, TractorHouse.com, and TruckPaper.com to attract buyers across the industries. FOUR WEEKS OF ADVERTISING AHEAD OF AUCTION DATE REACH BUYERS AT NO ADDITIONAL COST NATIONAL DISTRIBUTION THE POWER OF PRINT THE CONVENIENCE OF ONLINE AUCTIONS Sandhills Magazine 67 “ADVERTISING IN THE MACHINERY TRADER AUCTION RESULTS BOOK IS A BONUS, SINCE IT HAS AN EXTENDED SHELF LIFE.” —JAY GERMANN ROLAND MACHINERY COMPANY A KEY RESOURCE FOR DOMESTIC & INTERNATIONAL AUCTION RESULTS Distributed in January and July, Machinery Trader Auction Results includes auction results data from domestic and international auctions including live auctions and AuctionTime. com transactions. As a reference for buyers and sellers in the industries, Machinery Trader Auction Results boasts at least six months of shelf life, making it an unprecedented avenue for advertising your business. 68 Sandhills Magazine EXTENDED SHELF LIFE FOR LONG-TERM EXPOSURE TARGET AN EXCLUSIVE AUDIENCE POWERFUL EXPOSURE IN A KEY INDUSTRY RESOURCE BUILD BRAND AWARENESS “CONTROLLER IS THE NUMBER ONE PLACE BUYERS GO TO LOOK FOR AIRCRAFT.” —JOHN OPPENHEIM NEXTANT PACIFIC FOR INTERNATIONAL SINGLE- & TWIN-ENGINE PISTON AIRCRAFT BUYERS & SELLERS Controller is the leading resource for buyers and sellers of new and used single- and twin-engine piston aircraft. Published weekly, Controller is distributed in print to subscribers, aircraft owners, and FBOs worldwide. Controller.com includes thousands of for-sale listings for parts, components, and salvage aircraft. Listings are displayed through a searchable, user-friendly interface. THE LEADING RESOURCE FOR AIRCRAFT BUYERS FREE ONLINE LISTINGS FOR PRINT ADVERTISERS PRINT & ONLINE EXPOSURE FOR CONSISTENT RESULTS BUILD BRAND AWARENESS & RECOGNITION PREMIUM AD SPACE GENERATES MORE LEADS TARGET INTERNATIONAL BUYERS MEASURE SUCCESS ON ADVERTISING Sandhills Magazine 69 “WE CAN EASILY CALCULATE OUR ROI AND CONFIRM THAT ADVERTISING WITH CHARTER HUB IS WORKING FOR US.” — BEN HAMILTON CHIEF EXECUTIVE OFFICER AT IMAGINEAIR THE LEADING RESOURCE FOR CHARTER TRAVELERS PRINT & ONLINE EXPOSURE Charter Hub, online and in print, connects charter travelers with charter operators. Published every four weeks, the Charter Hub print publication is distributed worldwide. Online at CharterHub.com, travelers can easily find aircraft for charter, search for operators, post free charter flight quote requests, and browse empty- leg trips posted by approved P135 air charter operators. All aircraft advertised in Charter Hub magazine are also listed on CharterHub.com. From corporate travel to pleasure trips, and from private jet charters to smaller aircraft services, Charter Hub is the leading resource for travelers seeking air charter flights and services to any destination. BUILD BRAND AWARENESS & RECOGNITION FOR CONSISTENT RESULTS PREMIUM AD SPACE GENERATES MORE LEADS TARGET INTERNATIONAL TRAVELERS MEASURE SUCCESS ON ADVERTISING ADVERTISE EMPTY-LEG TRIPS ONLINE RECEIVE ONLINE QUOTE REQUESTS FROM CHARTER TRAVELERS 70 Sandhills Magazine “EXECUTIVE CONTROLLER HAS BEEN A CORNERSTONE OF OUR MARKETING STRATEGY.” —BOB RABBITT, JR. AVPRO CONNECTING TURBOPROP & JET AIRCRAFT BUYERS & SELLERS Executive Controller serves the global corporate aviation market both online and in print. The publication features premium display ads (with large, full-color photos and detailed descriptions) for investment-quality aircraft, and is distributed worldwide to aircraft owners, subscribers, and FBOs. Controller.com includes thousands of for- sale listings including parts, components, and salvage aircraft. Listings are displayed through a searchable, user-friendly interface. SHOWCASE QUALITY AIRCRAFT WITH FULL-PAGE DISPLAY ADS FREE ONLINE LISTINGS FOR PRINT ADVERTISERS PRINT & ONLINE EXPOSURE FOR CONSISTENT RESULTS BUILD BRAND AWARENESS & RECOGNITION PREMIUM AD SPACE GENERATES MORE LEADS TARGET INTERNATIONAL BUYERS MEASURE SUCCESS ON ADVERTISING Sandhills Magazine 71 NeedAHauler.com is the simplest resource on the market—a hassle-free solution for transporting the equipment you need, when and where you need it. Whatever you need to haul, NeedAHauler.com helps you get it there. “I had two tractors in two separate locations that I needed hauled from Florida to Oklahoma. I posted the load on NeedAHauler.com, and less than two hours later, I had a great rate and a truck on its way to pick up both.” –Justin Armitage of Armitage Equipment in Meeker, Oklahoma