Novae growth playbook

Keep the brand in the redirect (or point the buttons straight at /dealer-locator/?brand=<code>), have the locator read that value and tick the brand, and ask for the zip on the same screen. Add Aluma to the brand filter and load Aluma's dealers into the locator data. Add a "Call" and "Directions" link to each result, and track locator searches and dealer clicks per brand in Google Analytics so Sales can see demand by brand and zip.

Someone who clicks "Find a Dealer" under a brand has already chosen a brand; sending them to the right dealer in one step is the shortest path from novae.com to a sale. It also gives the sales team the first brand-by-zip demand data from the site, and puts Aluma in front of buyers looking for aluminum trailers.

[ ] 13 "Find a Dealer" buttons point to /dealer-locator/?brand=<code>
[ ] /store-locator/ redirect keeps the query string
[ ] Locator ticks the brand from the address
[ ] Aluma in the brand filter and dealer data
[ ] Call and Directions links on results
[ ] "Request a dealer" when none within 100 miles
[ ] Analytics events: search, brand, dealer click, zip

• Aluma dealer data is in a different system

  Load Aluma dealers from its own list first and merge later.

• A brand has few dealers in some regions

  Show the nearest dealers for that brand with distance, and a "request a dealer" form when none is within 100 miles.

• Your websiteOur Brands page (checked October 20, 2026): every brand has a "Find a Dealer" button that links to novae.com/store-locator/?brand=<brand> (for example ?brand=aluma, ?brand=sure-trac, ?brand=look). That address returns a 301 redirect to /dealer-locator/ and the brand is dropped, so the locator opens on "All Brands" with an empty zip search, not on the brand the visitor clicked. The locator's script has no code that reads a brand from the address.Source
• Your websiteThe dealer locator's brand filter lists 11 brands (CAM Superline, Cargo Express, Compass, Formula, H&H Trailers, Impact, ITI Cargo, LOOK, Midsota, Pace, Sure-Trac) plus Trailers / Truck bed / Both. Aluma is not in it. The Become a Dealer form ("I'm Interested in Selling the Following Brand") lists 12 brands, including Trailerman, and also has no Aluma. Both forms ask only for name, email, zip code and comments.Source
• Your websiteNews, January 7, 2026: Novae acquired Aluma (founded 1992, Bancroft, Iowa), a leader in aluminum trailers, to "provide new opportunities for its dealer partners" and expand enclosed cargo trailers and truck bodies. The release describes Novae as having "over 1,000 employees and more than 20 manufacturing facilities" and "an active dealer network of over 1,000 partners". The Our Brands page lists Aluma first ("The best aluminum trailer available", "5-year warranty on select products").Source
• Google PageSpeedHomepage: real visitors fail Core Web Vitals on responsiveness (INP 201 ms at the 75th percentile; the limit is 200 ms), while loading passes (LCP 1.6s). In the lab: mobile score 62, LCP 2.7s, 3.2s of total blocking time, 3.1 MB and 132 requests; Google Tag Manager alone loads 1.8 MB and blocks the main thread for 2.7s; 866 KB of unused JavaScript; one Elementor plugin is a version behind.Source

Add Aluma, and ask for business name, phone, location, current trailer brands carried, open or enclosed focus, lot size and annual units. Route each submission by territory to the right Account Manager in HubSpot within one business day, with an automatic reply that says who will call. Show the response time on the page.

Better questions let the team answer the best prospects first and turn the page into a measurable recruiting channel for the brands the company wants to grow.

• Longer form gets fewer submissions

  Keep five required fields and make the rest optional.

• Your websiteThe dealer locator's brand filter lists 11 brands (CAM Superline, Cargo Express, Compass, Formula, H&H Trailers, Impact, ITI Cargo, LOOK, Midsota, Pace, Sure-Trac) plus Trailers / Truck bed / Both. Aluma is not in it. The Become a Dealer form ("I'm Interested in Selling the Following Brand") lists 12 brands, including Trailerman, and also has no Aluma. Both forms ask only for name, email, zip code and comments.Source
• Your websiteNews, January 7, 2026: Novae acquired Aluma (founded 1992, Bancroft, Iowa), a leader in aluminum trailers, to "provide new opportunities for its dealer partners" and expand enclosed cargo trailers and truck bodies. The release describes Novae as having "over 1,000 employees and more than 20 manufacturing facilities" and "an active dealer network of over 1,000 partners". The Our Brands page lists Aluma first ("The best aluminum trailer available", "5-year warranty on select products").Source
• HiringAccount Manager (Markle, Indiana, posted October 9, 2026): manage smaller dealers end to end and support larger ones; "Dealer Advantage Program execution, Dealer Portal utilization"; "Identify opportunities to expand share of wallet with dealers through current brand offerings"; "selling multiple brands with market leading dealers"; train dealers' teams; "Monitor marketing needs in respective territories. Utilize Novae marketing assistance"; attend trade shows and dealer summits; track competitors' products and prices.Source
• Your websiteSocial and email: novae.com links a Facebook profile and a LinkedIn page named "workatnovae"; no Instagram, YouTube or TikTok. The site uses HubSpot (chat and forms); the domain publishes DMARC at "quarantine".Source

Agree the official count (for example 13 brands including Aluma and Gridiron), employees, plants and dealer partners, and update the homepage, About page, careers page, news boilerplate and job post template the same day. Add a short facts box to the About page and keep it in one place for the team.

Consistent facts read as a well-run company to dealers deciding whom to partner with, and help search engines and assistants describe Novae correctly.

• Counts change with the next acquisition

  Keep the facts in one shared place and update it with each release.

• Your websiteDifferent numbers on different pages: the homepage says "13 names in our family of brands"; the About page says Novae has established "12 powerful brands" with "more than 1,500 Novae employees"; the February 2026 news release refreshed "11 brands"; the Aluma release says "over 1,000 employees"; job posts say "13 distinct brands of trailers and accessories".Source
• Your websiteNews, January 7, 2026: Novae acquired Aluma (founded 1992, Bancroft, Iowa), a leader in aluminum trailers, to "provide new opportunities for its dealer partners" and expand enclosed cargo trailers and truck bodies. The release describes Novae as having "over 1,000 employees and more than 20 manufacturing facilities" and "an active dealer network of over 1,000 partners". The Our Brands page lists Aluma first ("The best aluminum trailer available", "5-year warranty on select products").Source
• Your websiteHomepage: no H1 heading; the opening text is "Experience the Novae Difference. Novae is one of North America's largest trailer manufacturers ... Whether you're here to join our dealer family or shop the best trailers in the business" with two buttons, Explore Our Brands and Become a Dealer. There is no trailer finder, product search or configurator on novae.com, and the contact form asks for name, email and a comment.Source

Give each brand page a short summary from the Our Brands copy, its product lines, a link to the brand site, the brand's dealer locator and its "Become a dealer" option. Set the three test pages to noindex (or delete them) and resubmit the sitemap.

Thirteen useful pages replace thirteen empty ones, and each can rank for "<brand> trailers parent company" and similar searches dealers make.

• Brand pages compete with the brand sites

  Keep them short and link to the brand site as the main destination.

• Your websiteSitemap (73 URLs): 13 /brands/ pages (for example /brands/aluma-trailers/, /brands/sure-trac/) that show only the brand name as a heading and the footer, no description, products or links; three test pages (/video-test/, /video-test-a/, /video-test-b/, the latter titled "Video Test A Ultrawide") that are indexable and repeat the homepage text; the news sitemap and RSS feed were last updated February 20, 2026.Source
• Your websiteOur Brands page (checked October 20, 2026): every brand has a "Find a Dealer" button that links to novae.com/store-locator/?brand=<brand> (for example ?brand=aluma, ?brand=sure-trac, ?brand=look). That address returns a 301 redirect to /dealer-locator/ and the brand is dropped, so the locator opens on "All Brands" with an empty zip search, not on the brand the visitor clicked. The locator's script has no code that reads a brand from the address.Source
• Your websiteNews, February 20, 2026: the refresh of 11 brands gives "dealers and customers distinctly different brand and product choices"; the SVP of Marketing says the new positioning gives dealers "differentiated choices within our portfolio" and "clarity of communication with a whole new generation of end users".Source

Add an H1 that says what Novae is (for example "13 trailer brands, one manufacturer you can rely on") and two blocks: "Find a trailer" (pick a use, see the brands that fit, then a dealer) and "Become a dealer" (benefits and the application). Write a meta description that matches.

Visitors self-select in one click and each group gets a path built for it.

• Dealers miss their path

  Keep "Become a Dealer" in the main menu as well.

• Your websiteHomepage: no H1 heading; the opening text is "Experience the Novae Difference. Novae is one of North America's largest trailer manufacturers ... Whether you're here to join our dealer family or shop the best trailers in the business" with two buttons, Explore Our Brands and Become a Dealer. There is no trailer finder, product search or configurator on novae.com, and the contact form asks for name, email and a comment.Source
• Your websiteOur Brands page (checked October 20, 2026): every brand has a "Find a Dealer" button that links to novae.com/store-locator/?brand=<brand> (for example ?brand=aluma, ?brand=sure-trac, ?brand=look). That address returns a 301 redirect to /dealer-locator/ and the brand is dropped, so the locator opens on "All Brands" with an empty zip search, not on the brand the visitor clicked. The locator's script has no code that reads a brand from the address.Source
• Your websiteThe dealer locator's brand filter lists 11 brands (CAM Superline, Cargo Express, Compass, Formula, H&H Trailers, Impact, ITI Cargo, LOOK, Midsota, Pace, Sure-Trac) plus Trailers / Truck bed / Both. Aluma is not in it. The Become a Dealer form ("I'm Interested in Selling the Following Brand") lists 12 brands, including Trailerman, and also has no Aluma. Both forms ask only for name, email, zip code and comments.Source

Audit the tags in Google Tag Manager and remove the unused ones, load the Facebook and ad tags after the page is interactive, and delay the chat widget until scroll. Update the out-of-date Elementor plugin at the same time and retest.

A small improvement takes the site from failing to passing, which helps the many dealers and buyers who visit on phones from the lot or the truck.

• Losing ad tracking

  Check conversions in each platform after the change.

• Google PageSpeedHomepage: real visitors fail Core Web Vitals on responsiveness (INP 201 ms at the 75th percentile; the limit is 200 ms), while loading passes (LCP 1.6s). In the lab: mobile score 62, LCP 2.7s, 3.2s of total blocking time, 3.1 MB and 132 requests; Google Tag Manager alone loads 1.8 MB and blocks the main thread for 2.7s; 866 KB of unused JavaScript; one Elementor plugin is a version behind.Source
• Your websiteSocial and email: novae.com links a Facebook profile and a LinkedIn page named "workatnovae"; no Instagram, YouTube or TikTok. The site uses HubSpot (chat and forms); the domain publishes DMARC at "quarantine".Source

Combine dealer locations by brand with locator searches by zip. Mark the areas where a brand has demand and no dealer within 100 miles, list the trailer dealers there that do not carry Novae, and give Account Managers a target list per territory with a ready offer.

Recruiting where demand is proven fills gaps faster than general outreach and keeps brands from competing for the same dealers.

• New dealer upsets a nearby one

  Check territory rules before each offer.

• Your websiteNews, January 7, 2026: Novae acquired Aluma (founded 1992, Bancroft, Iowa), a leader in aluminum trailers, to "provide new opportunities for its dealer partners" and expand enclosed cargo trailers and truck bodies. The release describes Novae as having "over 1,000 employees and more than 20 manufacturing facilities" and "an active dealer network of over 1,000 partners". The Our Brands page lists Aluma first ("The best aluminum trailer available", "5-year warranty on select products").Source
• Your websiteOur Brands page (checked October 20, 2026): every brand has a "Find a Dealer" button that links to novae.com/store-locator/?brand=<brand> (for example ?brand=aluma, ?brand=sure-trac, ?brand=look). That address returns a 301 redirect to /dealer-locator/ and the brand is dropped, so the locator opens on "All Brands" with an empty zip search, not on the brand the visitor clicked. The locator's script has no code that reads a brand from the address.Source
• HiringAccount Manager (Markle, Indiana, posted October 9, 2026): manage smaller dealers end to end and support larger ones; "Dealer Advantage Program execution, Dealer Portal utilization"; "Identify opportunities to expand share of wallet with dealers through current brand offerings"; "selling multiple brands with market leading dealers"; train dealers' teams; "Monitor marketing needs in respective territories. Utilize Novae marketing assistance"; attend trade shows and dealer summits; track competitors' products and prices.Source
• HiringNovae's ADP careers board had 20 open posts on October 20, 2026, almost all production: welders, painters, assemblers, finishers, maintenance technicians ("up to $30/hour"), a saw operator, a shipping loader and a 3rd shift production supervisor, across Markle, Columbia City and Middlebury (Indiana), Carbondale, Mountain Top and Waynesboro (Pennsylvania), Clarinda (Iowa), Nampa (Idaho), McGregor (Texas) and Louisiana (Missouri), plus a Buyer in McGregor. The careers page on novae.com links to the board but lists no plants or roles itself.Source

Pick dealers that carry Novae steel brands and no aluminum line, prepare an Aluma starter package (three best-selling models, display support, co-op money), and have Account Managers present it in their next visits. Track attach rate and reorders.

Selling into existing relationships is cheaper than recruiting new dealers and puts the acquisition to work quickly.

• Aluma capacity

  Phase dealers by region to match production.

• Your websiteNews, January 7, 2026: Novae acquired Aluma (founded 1992, Bancroft, Iowa), a leader in aluminum trailers, to "provide new opportunities for its dealer partners" and expand enclosed cargo trailers and truck bodies. The release describes Novae as having "over 1,000 employees and more than 20 manufacturing facilities" and "an active dealer network of over 1,000 partners". The Our Brands page lists Aluma first ("The best aluminum trailer available", "5-year warranty on select products").Source
• HiringAccount Manager (Markle, Indiana, posted October 9, 2026): manage smaller dealers end to end and support larger ones; "Dealer Advantage Program execution, Dealer Portal utilization"; "Identify opportunities to expand share of wallet with dealers through current brand offerings"; "selling multiple brands with market leading dealers"; train dealers' teams; "Monitor marketing needs in respective territories. Utilize Novae marketing assistance"; attend trade shows and dealer summits; track competitors' products and prices.Source
• Your websiteThe dealer locator's brand filter lists 11 brands (CAM Superline, Cargo Express, Compass, Formula, H&H Trailers, Impact, ITI Cargo, LOOK, Midsota, Pace, Sure-Trac) plus Trailers / Truck bed / Both. Aluma is not in it. The Become a Dealer form ("I'm Interested in Selling the Following Brand") lists 12 brands, including Trailerman, and also has no Aluma. Both forms ask only for name, email, zip code and comments.Source

Use the Sure-Trac tool and the configurator data to add Configure & Quote to the next two brands with the most web traffic, sending each lead to the nearest dealer for that brand with an email copy to the Account Manager. Measure leads, dealer response time and closes.

Buyers who configure are close to buying, and dealers get leads they can quote quickly.

• Dealers ignore leads

  Report response times to dealers monthly.

• Your websiteNews, April 2025: Sure-Trac's new website has a "Configure & Quote" tool where buyers pick size, coupler type and GVWR and describe how they will use the trailer; it delivers "high-quality, actionable leads directly to our dealer partners" with preferences and intended use.Source
• HiringBOM Specialist (Middlebury, Indiana, posted October 9, 2026): keeps product codes and bills of materials accurate in the Visual ERP and "the custom database, Novae Configurator", and judges "the effect of changes across multiple brands and multiple products". A Systems Administrator (Markle and Middlebury) was posted September 25.Source
• Your websiteNews, January 2025 (Novae and Dealer Spike): "Younger customers increasingly expect the convenience of online shopping, including browsing, customizing, and even financing a trailer without stepping into a showroom", while traditional buyers want to see the trailer; buyers expect "post-sale support and service", "transparent, easy-to-navigate purchasing" and "loyalty-building opportunities that go beyond a single transaction".Source

Show each dealer their leads in the Dealer Portal with a one-click status (contacted, quoted, sold, lost) and a response timer. Account Managers review the slowest dealers each month, and the best responders get more leads and co-op support.

Lead follow-up is often the weakest step between a manufacturer's site and a sale; measuring it lifts close rates without more traffic.

• Dealers do not update statuses

  Ask one question by email two days after each lead.

• HiringAccount Manager (Markle, Indiana, posted October 9, 2026): manage smaller dealers end to end and support larger ones; "Dealer Advantage Program execution, Dealer Portal utilization"; "Identify opportunities to expand share of wallet with dealers through current brand offerings"; "selling multiple brands with market leading dealers"; train dealers' teams; "Monitor marketing needs in respective territories. Utilize Novae marketing assistance"; attend trade shows and dealer summits; track competitors' products and prices.Source
• Your websiteNews, April 2025: Sure-Trac's new website has a "Configure & Quote" tool where buyers pick size, coupler type and GVWR and describe how they will use the trailer; it delivers "high-quality, actionable leads directly to our dealer partners" with preferences and intended use.Source
• Your websiteNews, January 2025 (Novae and Dealer Spike): "Younger customers increasingly expect the convenience of online shopping, including browsing, customizing, and even financing a trailer without stepping into a showroom", while traditional buyers want to see the trailer; buyers expect "post-sale support and service", "transparent, easy-to-navigate purchasing" and "loyalty-building opportunities that go beyond a single transaction".Source

Build a kit per brand in the Dealer Portal: logos, photos, short videos, social posts, ad templates, lot signage and listing copy for online marketplaces, plus a co-op rule (for example 50% of approved ad spend). Track downloads and co-op claims by dealer.

Dealers who show the new brands consistently do the brand work in their local markets, and the kit makes the refresh visible where buyers shop.

• Assets go unused

  Start with listing photos and copy, which every dealer needs.

• Your websiteNews, February 20, 2026: the refresh of 11 brands gives "dealers and customers distinctly different brand and product choices"; the SVP of Marketing says the new positioning gives dealers "differentiated choices within our portfolio" and "clarity of communication with a whole new generation of end users".Source
• HiringAccount Manager (Markle, Indiana, posted October 9, 2026): manage smaller dealers end to end and support larger ones; "Dealer Advantage Program execution, Dealer Portal utilization"; "Identify opportunities to expand share of wallet with dealers through current brand offerings"; "selling multiple brands with market leading dealers"; train dealers' teams; "Monitor marketing needs in respective territories. Utilize Novae marketing assistance"; attend trade shows and dealer summits; track competitors' products and prices.Source
• Your websiteNews, January 7, 2026: Novae acquired Aluma (founded 1992, Bancroft, Iowa), a leader in aluminum trailers, to "provide new opportunities for its dealer partners" and expand enclosed cargo trailers and truck bodies. The release describes Novae as having "over 1,000 employees and more than 20 manufacturing facilities" and "an active dealer network of over 1,000 partners". The Our Brands page lists Aluma first ("The best aluminum trailer available", "5-year warranty on select products").Source

Record five-minute videos per brand and model family (what it is for, how it differs from the sister brands, key options, warranty), with a short quiz and a certificate in the Dealer Portal. Give certified salespeople early access to new models and a small reward per completed course.

Salespeople sell what they can explain, and clear differences between sister brands is the goal of the refresh.

• Low completion

  Add the courses to Account Manager visit goals.

• HiringAccount Manager (Markle, Indiana, posted October 9, 2026): manage smaller dealers end to end and support larger ones; "Dealer Advantage Program execution, Dealer Portal utilization"; "Identify opportunities to expand share of wallet with dealers through current brand offerings"; "selling multiple brands with market leading dealers"; train dealers' teams; "Monitor marketing needs in respective territories. Utilize Novae marketing assistance"; attend trade shows and dealer summits; track competitors' products and prices.Source
• Your websiteNews, February 20, 2026: the refresh of 11 brands gives "dealers and customers distinctly different brand and product choices"; the SVP of Marketing says the new positioning gives dealers "differentiated choices within our portfolio" and "clarity of communication with a whole new generation of end users".Source
• HiringBOM Specialist (Middlebury, Indiana, posted October 9, 2026): keeps product codes and bills of materials accurate in the Visual ERP and "the custom database, Novae Configurator", and judges "the effect of changes across multiple brands and multiple products". A Systems Administrator (Markle and Middlebury) was posted September 25.Source

Publish one post a month: a new model, a dealer success story, a plant milestone, a community project. Share each on LinkedIn and Facebook and in the dealer newsletter.

Fresh news signals momentum to dealers, recruits and trade press.

• Runs out of topics

  Keep a list fed by Account Managers.

• Your websiteSitemap (73 URLs): 13 /brands/ pages (for example /brands/aluma-trailers/, /brands/sure-trac/) that show only the brand name as a heading and the footer, no description, products or links; three test pages (/video-test/, /video-test-a/, /video-test-b/, the latter titled "Video Test A Ultrawide") that are indexable and repeat the homepage text; the news sitemap and RSS feed were last updated February 20, 2026.Source
• HiringNovae's ADP careers board had 20 open posts on October 20, 2026, almost all production: welders, painters, assemblers, finishers, maintenance technicians ("up to $30/hour"), a saw operator, a shipping loader and a 3rd shift production supervisor, across Markle, Columbia City and Middlebury (Indiana), Carbondale, Mountain Top and Waynesboro (Pennsylvania), Clarinda (Iowa), Nampa (Idaho), McGregor (Texas) and Louisiana (Missouri), plus a Buyer in McGregor. The careers page on novae.com links to the board but lists no plants or roles itself.Source
• Your websiteSocial and email: novae.com links a Facebook profile and a LinkedIn page named "workatnovae"; no Instagram, YouTube or TikTok. The site uses HubSpot (chat and forms); the domain publishes DMARC at "quarantine".Source

In both stores, test online reservation with a deposit, live inventory on the web, and a "ready for pickup" checklist. Measure the share of buyers who start online and the time to sale, then package what works as a playbook for dealers.

Tested methods from Novae's own stores carry more weight with dealers than advice, and the stores already exist.

• Dealers see the stores as competitors

  Share results openly and offer the tools to dealers first.

• HiringService Technician - Treasure Valley Trailers (Nampa, Idaho, posted October 16, 2026, on Novae's careers board): the store provides "quality trailers, parts, and service solutions to our customers throughout the Boise area", and the technician installs accessories and prepares new trailer inventory for sale. Novae's About page also describes the I69 Trailer Center at its Markle headquarters, "the top trailer dealer in Northeast Indiana", as "a prototype for ideal trailer dealership operations".Source
• Your websiteNews, January 2025 (Novae and Dealer Spike): "Younger customers increasingly expect the convenience of online shopping, including browsing, customizing, and even financing a trailer without stepping into a showroom", while traditional buyers want to see the trailer; buyers expect "post-sale support and service", "transparent, easy-to-navigate purchasing" and "loyalty-building opportunities that go beyond a single transaction".Source
• Your websiteAbout page timeline: Sure-Trac (2000), I69 Trailer Center (2008), record growth during the 2009 recession "while many trailer manufacturers faced closures", Inc. 500 listings ("10 Years in a Row" in 2015), H&H and CAM Superline (2017), Midsota and Integrity/ITI Cargo (2020), an indoor Markle shipping facility that loads semi-trucks "avoiding weather delays" for dealers (2020), LOOK and six brands (2022), an Idaho plant (2022), the robotic Markle 3 plant (2024) and Aluma (2026). One leadership bio says the executive "joined Mirage in 2017".Source

Add a page per plant with what it builds, shifts, starting pay, benefits, photos and current openings, and link each from local job ads and Facebook. Track applications per plant.

Clear local pages convert job seekers better than a generic board, and production capacity limits growth.

• Pay changes

  Show ranges and update quarterly.

• HiringNovae's ADP careers board had 20 open posts on October 20, 2026, almost all production: welders, painters, assemblers, finishers, maintenance technicians ("up to $30/hour"), a saw operator, a shipping loader and a 3rd shift production supervisor, across Markle, Columbia City and Middlebury (Indiana), Carbondale, Mountain Top and Waynesboro (Pennsylvania), Clarinda (Iowa), Nampa (Idaho), McGregor (Texas) and Louisiana (Missouri), plus a Buyer in McGregor. The careers page on novae.com links to the board but lists no plants or roles itself.Source
• Your websiteAbout page timeline: Sure-Trac (2000), I69 Trailer Center (2008), record growth during the 2009 recession "while many trailer manufacturers faced closures", Inc. 500 listings ("10 Years in a Row" in 2015), H&H and CAM Superline (2017), Midsota and Integrity/ITI Cargo (2020), an indoor Markle shipping facility that loads semi-trucks "avoiding weather delays" for dealers (2020), LOOK and six brands (2022), an Idaho plant (2022), the robotic Markle 3 plant (2024) and Aluma (2026). One leadership bio says the executive "joined Mirage in 2017".Source
• Your websiteSocial and email: novae.com links a Facebook profile and a LinkedIn page named "workatnovae"; no Instagram, YouTube or TikTok. The site uses HubSpot (chat and forms); the domain publishes DMARC at "quarantine".Source

Use a tablet form at each show (dealer name, brands carried, interest, follow-up date) feeding HubSpot, send a same-day email with the brand kit, and have the Account Manager call within a week. Report pipeline by show.

Shows are expensive; fast, tracked follow-up makes them pay.

• Staff skip the form

  Make it the only way to request samples.

• HiringAccount Manager (Markle, Indiana, posted October 9, 2026): manage smaller dealers end to end and support larger ones; "Dealer Advantage Program execution, Dealer Portal utilization"; "Identify opportunities to expand share of wallet with dealers through current brand offerings"; "selling multiple brands with market leading dealers"; train dealers' teams; "Monitor marketing needs in respective territories. Utilize Novae marketing assistance"; attend trade shows and dealer summits; track competitors' products and prices.Source
• Your websiteSocial and email: novae.com links a Facebook profile and a LinkedIn page named "workatnovae"; no Instagram, YouTube or TikTok. The site uses HubSpot (chat and forms); the domain publishes DMARC at "quarantine".Source
• Your websiteNews, January 2025 (Novae and Dealer Spike): "Younger customers increasingly expect the convenience of online shopping, including browsing, customizing, and even financing a trailer without stepping into a showroom", while traditional buyers want to see the trailer; buyers expect "post-sale support and service", "transparent, easy-to-navigate purchasing" and "loyalty-building opportunities that go beyond a single transaction".Source

Build a short finder: use, open or enclosed, size, towing vehicle and budget, then one or two recommended brands and models, with links to the brand site, Configure & Quote where available and the nearest dealer for that brand.

Buyers who do not know the brands can still find the right trailer, and the finder shows the portfolio's range in one place.

• Brands overlap

  Use the refresh positioning to separate them.

• Your websiteHomepage: no H1 heading; the opening text is "Experience the Novae Difference. Novae is one of North America's largest trailer manufacturers ... Whether you're here to join our dealer family or shop the best trailers in the business" with two buttons, Explore Our Brands and Become a Dealer. There is no trailer finder, product search or configurator on novae.com, and the contact form asks for name, email and a comment.Source
• Your websiteNews, February 20, 2026: the refresh of 11 brands gives "dealers and customers distinctly different brand and product choices"; the SVP of Marketing says the new positioning gives dealers "differentiated choices within our portfolio" and "clarity of communication with a whole new generation of end users".Source
• Your websiteNews, April 2025: Sure-Trac's new website has a "Configure & Quote" tool where buyers pick size, coupler type and GVWR and describe how they will use the trailer; it delivers "high-quality, actionable leads directly to our dealer partners" with preferences and intended use.Source
• Competitor researchRivals' own homepages: Big Tex Trailers, "Your Toughest Trailer Companion", "built for relentless professionals"; PJ Trailers, "The #1 professional grade trailer company in the USA" for dump, gooseneck, tilt, equipment and utility trailers; Carry-On Trailer's homepage promotes building a trailer online and finding a dealer.See the research Source

Offer registration on every trailer (QR code on the VIN plate) for warranty, maintenance reminders, recall notices and parts. Send service reminders that point to the selling dealer, and an upgrade offer at the typical replacement time.

Owners become a list Novae and its dealers can serve and sell to again, and registration data shows how trailers are used.

• Dealers fear being bypassed

  Every message sends the owner to the selling dealer.

• Your websiteNews, January 2025 (Novae and Dealer Spike): "Younger customers increasingly expect the convenience of online shopping, including browsing, customizing, and even financing a trailer without stepping into a showroom", while traditional buyers want to see the trailer; buyers expect "post-sale support and service", "transparent, easy-to-navigate purchasing" and "loyalty-building opportunities that go beyond a single transaction".Source
• HiringBOM Specialist (Middlebury, Indiana, posted October 9, 2026): keeps product codes and bills of materials accurate in the Visual ERP and "the custom database, Novae Configurator", and judges "the effect of changes across multiple brands and multiple products". A Systems Administrator (Markle and Middlebury) was posted September 25.Source
• HiringService Technician - Treasure Valley Trailers (Nampa, Idaho, posted October 16, 2026, on Novae's careers board): the store provides "quality trailers, parts, and service solutions to our customers throughout the Boise area", and the technician installs accessories and prepares new trailer inventory for sale. Novae's About page also describes the I69 Trailer Center at its Markle headquarters, "the top trailer dealer in Northeast Indiana", as "a prototype for ideal trailer dealership operations".Source

Create a national accounts offer: standard spec sheets across brands, volume pricing, delivery through local dealers, and one contact. Target multi-location landscapers, equipment rental and utility contractors.

Fleet orders add volume per sale and keep dealers involved for delivery and service.

• Margin pressure

  Set minimum volumes and spec limits.

• Your websiteAbout page timeline: Sure-Trac (2000), I69 Trailer Center (2008), record growth during the 2009 recession "while many trailer manufacturers faced closures", Inc. 500 listings ("10 Years in a Row" in 2015), H&H and CAM Superline (2017), Midsota and Integrity/ITI Cargo (2020), an indoor Markle shipping facility that loads semi-trucks "avoiding weather delays" for dealers (2020), LOOK and six brands (2022), an Idaho plant (2022), the robotic Markle 3 plant (2024) and Aluma (2026). One leadership bio says the executive "joined Mirage in 2017".Source
• Your websiteNews, January 7, 2026: Novae acquired Aluma (founded 1992, Bancroft, Iowa), a leader in aluminum trailers, to "provide new opportunities for its dealer partners" and expand enclosed cargo trailers and truck bodies. The release describes Novae as having "over 1,000 employees and more than 20 manufacturing facilities" and "an active dealer network of over 1,000 partners". The Our Brands page lists Aluma first ("The best aluminum trailer available", "5-year warranty on select products").Source
• Competitor researchRivals' own homepages: Big Tex Trailers, "Your Toughest Trailer Companion", "built for relentless professionals"; PJ Trailers, "The #1 professional grade trailer company in the USA" for dump, gooseneck, tilt, equipment and utility trailers; Carry-On Trailer's homepage promotes building a trailer online and finding a dealer.See the research Source

Offer Gridiron racks and storage as options in Configure & Quote and on landscape models, installed at the plant or by the dealer, with a bundle price.

An accessory attached at the time of sale raises the order value at almost no acquisition cost.

• Installation capacity

  Start with dealer-installed kits.

• Your websiteOur Brands also lists Gridiron Custom Tool Storage (tool storage, ladder racks, sulkies, replacement parts), whose "Find a Dealer" button goes to a Gridiron wholesale registration page rather than a dealer list.Source
• Your websiteAbout page timeline: Sure-Trac (2000), I69 Trailer Center (2008), record growth during the 2009 recession "while many trailer manufacturers faced closures", Inc. 500 listings ("10 Years in a Row" in 2015), H&H and CAM Superline (2017), Midsota and Integrity/ITI Cargo (2020), an indoor Markle shipping facility that loads semi-trucks "avoiding weather delays" for dealers (2020), LOOK and six brands (2022), an Idaho plant (2022), the robotic Markle 3 plant (2024) and Aluma (2026). One leadership bio says the executive "joined Mirage in 2017".Source
• Your websiteNews, April 2025: Sure-Trac's new website has a "Configure & Quote" tool where buyers pick size, coupler type and GVWR and describe how they will use the trailer; it delivers "high-quality, actionable leads directly to our dealer partners" with preferences and intended use.Source

Rewrite the dealer page around five facts: brand range, delivery reliability, regional plants, support programs (Dealer Advantage, Dealer Portal, co-op) and stability. Add two dealer quotes and the application.

Dealers choose suppliers on reliability and support; specific facts beat general claims.

• Claims need backing

  Use numbers the team can show.

• Your websiteAbout page timeline: Sure-Trac (2000), I69 Trailer Center (2008), record growth during the 2009 recession "while many trailer manufacturers faced closures", Inc. 500 listings ("10 Years in a Row" in 2015), H&H and CAM Superline (2017), Midsota and Integrity/ITI Cargo (2020), an indoor Markle shipping facility that loads semi-trucks "avoiding weather delays" for dealers (2020), LOOK and six brands (2022), an Idaho plant (2022), the robotic Markle 3 plant (2024) and Aluma (2026). One leadership bio says the executive "joined Mirage in 2017".Source
• HiringAccount Manager (Markle, Indiana, posted October 9, 2026): manage smaller dealers end to end and support larger ones; "Dealer Advantage Program execution, Dealer Portal utilization"; "Identify opportunities to expand share of wallet with dealers through current brand offerings"; "selling multiple brands with market leading dealers"; train dealers' teams; "Monitor marketing needs in respective territories. Utilize Novae marketing assistance"; attend trade shows and dealer summits; track competitors' products and prices.Source
• Your websiteThe dealer locator's brand filter lists 11 brands (CAM Superline, Cargo Express, Compass, Formula, H&H Trailers, Impact, ITI Cargo, LOOK, Midsota, Pace, Sure-Trac) plus Trailers / Truck bed / Both. Aluma is not in it. The Become a Dealer form ("I'm Interested in Selling the Following Brand") lists 12 brands, including Trailerman, and also has no Aluma. Both forms ask only for name, email, zip code and comments.Source

Correct the bio and proofread the About page. Then start a Novae YouTube channel with walk-around videos of each brand's best sellers and plant tours, and an Instagram account that reposts dealer and owner photos; link both from the footer.

Video shows build quality better than text, and reposting owners and dealers costs little.

• Brand sites have their own channels

  Use Novae channels for portfolio and plant content.

• Your websiteSocial and email: novae.com links a Facebook profile and a LinkedIn page named "workatnovae"; no Instagram, YouTube or TikTok. The site uses HubSpot (chat and forms); the domain publishes DMARC at "quarantine".Source
• Your websiteAbout page timeline: Sure-Trac (2000), I69 Trailer Center (2008), record growth during the 2009 recession "while many trailer manufacturers faced closures", Inc. 500 listings ("10 Years in a Row" in 2015), H&H and CAM Superline (2017), Midsota and Integrity/ITI Cargo (2020), an indoor Markle shipping facility that loads semi-trucks "avoiding weather delays" for dealers (2020), LOOK and six brands (2022), an Idaho plant (2022), the robotic Markle 3 plant (2024) and Aluma (2026). One leadership bio says the executive "joined Mirage in 2017".Source
• Your websiteNews, February 20, 2026: the refresh of 11 brands gives "dealers and customers distinctly different brand and product choices"; the SVP of Marketing says the new positioning gives dealers "differentiated choices within our portfolio" and "clarity of communication with a whole new generation of end users".Source