When car shopping, a car buyer goes to the Ford or Chevy dealer, not to Joe Rizza Ford or Bill Jacobs Chevrolet. McAllister Equipment Co. believes the construction equipment buyer is no different. When he wants to rent or purchase equipment, he goes to the Volvo or Cat store. Not McAllister or Patton.

McAllister Equipment Co. has undergone a Volvo-branding campaign. In its marketing efforts to Volvo-ize the dealership, the company has changed its colors and logo. The new logo, in “Volvo” blue, is similar to the old black and red logo, however, it has a fresh, up-to-date look.

The company’s headquarters in Alsip, IL, also have received a makeover.

A new billboard advertising the Volvo product line has replaced the old sign touting the dealership. The billboard faces Interstate 294, where 120,000 cars per day pass by the advertisement.

With an estimated 43.8 million cars a year set to see the billboard, McAllister decided to further take advantage of the “primo” advertising spot. The company built a berm under the billboard, which highlights a Volvo machine. The machines depicted are regularly rotated for increased visibility.

The company also has invested in new Volvo signs, leaving the customer no doubt on where it is possible to rent or buy Volvo construction equipment. The front of the building, facing busy Cicero Avenue — a.k.a. State Route 50 — was adorned with a monolithic 26-ft. sign. The side and rear of the building, which can be seen from I-294, sport painted signs.

In conjunction with its facelift, McAllister Equipment Co. has changed its literature, newsletters and direct mail pieces to incorporate the Volvo-branded image. The company is currently in the process of updating its Web site to reflect the product line.

Established in 1955, McAllister Equipment Co. is a full-service construction equipment dealership headquartered in Alsip, IL, with locations in Peoria, Ingleside and Rockford.

Representing major product lines, primarily Volvo, with supporting product lines including Broce Broom, Gomaco, Gorman-Rupp, Kolberg-Pioneer, Link-Belt Cranes and NPK, McAllister Equipment Co. caters to virtually every segment of the construction, industrial and municipal industries.

For more information, call 800/323-8761 or visit www.mcallisterequipment.com.

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