Whayne Supply Company

Challenge

In May of 2016, AGCO dealer Whayne Supply Company became eligible to sell Massey Ferguson® compact and utility tractors, a line of equipment engineered for farmers and landowners. Best known as a construction equipment dealer, Whayne was in need of a way to launch its agricultural offering and get customers through the door, so they reached out to Flint for help.

Solution

We devised an integrated campaign to inform Whayne’s customers about the new Massey Ferguson lineup and incentivize them to complete a demo. Print and radio ads served as general awareness tactics, while direct mail pieces, pay-per-click advertising, and digital display ads drove customers to a campaign landing page with an offer for a free Maglite® flashlight. After filling out a form on the landing page, customers were contacted by the Whayne sales team to demo a new Massey Ferguson tractor and receive their free Maglite. Nurture emails included reminders of limited-time offers and additional product information.

Results

The campaign garnered significant interest in Whayne’s new Massey Ferguson compact and utility tractor offering. In total, the company received 882,000 website visits and converted more than 100 leads. Whayne also completed an impressive 82 customer demos and gave away all its Maglite incentive items, making the campaign a huge success for their dealership.

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