May has been a very successful month for Pickles Industrial with the launch of MEGA MAY – four large auctions with sales totalling $18.5 million.
To effectively reach our customers, we devised a strategic approach to maximise our media impact. MEGA MAY is the first of its kind to bring together four auctions under the one banner to capitalise on reach efficiently. Pickles marketing ran one campaign with four different pieces of creative being rotated throughout to aid national awareness and also laser target specific audiences in each region. Using a mixture of press, radio and digital media, we developed a creative approach that showcased the range and quality of assets and used comprehensive data to target the audience, ensuring the right message was received by the right customer.
On May 1, we conducted an Unreserved Civil Contractor Closure Auction on behalf of Subakette. Over 300 lots went under the hammer which included everything from service vehicles, construction equipment, quarrying equipment, trucks, attachments and ancillary equipment. It was a fantastic auction held in Villawood and we achieved a 100 percent clearance rate with sales in excess of $2.5 million.
On May 9, our Rockhampton branch conducted a huge auction on behalf of Civil Haulage & Mining Pty Ltd. Hundreds of assets were listed for auction and ranged from trucks and trailers to earthmoving and quarrying equipment. A particular standout was a 2006 Caterpillar D9T Dozer which sold for over $400,000. The range and quality of assets as well as our highly experienced auctioneers meant we achieved a clearance rate of 100 percent with sales in excess of $4 million.
Our Chullora branch also conducted a large vendor-only auction with sales totalling in excess of $8.5 million on May 11, under instructions from Barry Kogan, Jason Preston and Kathy Sozou of McGrathNicol
and a leading financier in the matter of Red Lea Chickens Pty Limited
and related entities (all administrators appointed). A total of 102 assets went under the hammer and our expert auctioneers Nick Johnson and Chris Chate cleared all. Customers looking for late-model tipper and dog combos and prime movers found a great deal with quality assets available on the day. Close to 500 people registered with 82 percent of assets sold to end users while 18 percent went to dealers.
On May 12, Darwin conducted a Large Quarry Rationalisation on behalf of Yebna Quarries with sales totalling $3.5 million. A range of trucks and trailers as well as more specialised equipment including earthmoving plant, articulated dump trucks and skid steers to name a few went up for auction. Amongst these was a 2013 Terex Finlay 893 Screen which sold for over $232,000. Again, thanks to the range and quality of equipment and our highly knowledgeable team, we achieved a 100 percent clearance rate.
The May results show the depth and demand for construction and transport assets across the country.