Southeastern Equipment

The internet is a great tool to market to the masses. But it's also ideal for getting personal and going to market on a one-to-one basis. That's exactly what we accomplished with www.stsexpress.com. Introduced by Southeastern Equipment, STS Express provides government agencies throughout Ohio with hard-to-find information about the state's equipment purchasing program. Users can search by equipment type, make or model to find and download the appropriate STS documentation. We made it very personal, building in a capacity to customize the site for each registered user. All registered users see custom copy. But key Southeastern prospects will find themselves the center of attention on the home page.

To pull this off, Southeastern personnel simply upload a photo of the prospect's facility using a back-end administrative module for the site. Then when the prospect visits the site, they see their own facility at the very center of the STS site. The impression, of course, is that the site was built just for them... as a part of Southeastern Equipment's one-to-one relationship with them. We see a lot of uses for this kind of customization capability and have dubbed it "One-To-One Web Marketing."