IronPlanet is adding real-time on-site event management and mobile connectivity features for an upcoming sale at its Florida Cat Auction Services Unreserved Public Auction.

The added features are part of company’s partnership with EventHero. The features will support several aspects from the sale including registration and attendance reporting, vendor CRM, and email capabilities, which are designed to drive real-time engagement during the auction week, according to IronPlanet. The auction will also feature IronPlanet’s new LiveStream capabilities.

“With strong online pre-registration and advanced marketing to our 1.6M global buyers, we have already seen interest exceed last year’s sale. Our strong buyer growth has been driven by investment in new marketing channels – especially mobile. We know the use of mobile devices is changing the game. This year, we will be leveraging mobile in new ways, both online and on-site, to drive increased interest and engagement in the sale,” said Gregory J. Owens, IronPlanet Chairman and CEO.

IronPlanet’s East Coast Unreserved Public Auction will feature a variety of late-model, low-hour equipment from Caterpillar, Volvo, John Deere, Komatsu, JLG, Genie and more, and it will include an expanded inventory of items from additional OEMs and sellers.

The auction will be held Feb. 13 to 17, in Kissimmee, Fla., and will be hosted by Ring Power Corporation of St. Augustine, Fla.