ASCO Equipment competes in the hard-knocks world of big iron - construction equipment and contractor supplies.



It would be easy to stick with the usual approach to marketing construction equipment, but ASCO asked us for ideas to stand out from the competition and make a big impact with a very tough customer base.



The answer came in two unusual areas.  Television and Trace Adkins.  Trace is a former roughneck who has become a country music superstar but never forgets his roots. 



By taking to the airways in strategically directed buys, ASCO and Trace sell the brands and services that the construction industry is looking for.  And the sales show the success of the program.