Some say big ticket products require bigger marketing budgets. We prefer to leverage smarter marketing with a keen eye on results.
The ongoing goal is to leverage AGCO’s strong dealer network to carry a consistent, persuasive message to existing and new customers—mainly homeowners with acreage and people interested in purchasing a Massey Ferguson utility or compact tractor. We’re talking hobby farms, vineyards and similar operations.
More than just sales
We also aimed to:
– Capture quality leads
– Gather valuable information from prospects
– Further segment audiences to continue meaningful dialogue
Consistency builds trust
Instead of simply announcing a rebate program to dealers, AGCO utilized our Fargo office to create actual materials that promote a reliable, steady message and look (exactly like the actual tractors we were looking to sell!).
Direct direct messages
We use traditional media such as outdoor and direct mail, along with digital/interactive media and dealership point of purchase materials. Everything is integrated and uses direct messaging, which has been highly effective with this market. The messaging is very sales driven, emphasizing the time-sensitive rebates and sending prospects right to their local dealers.
We also developed a Facebook campaign targeting people interested in hunting and a rural lifestyle; the campaign drives prospects to AGCO’s Facebook page
The campaigns are designed so we can track sales and results to monitor how the messages resonate. AGCO is able to shift products and rebate amounts to fit customer’s needs and sales cycles. We’re able to shift mediums if needed.
Proof positive: The Fall 2012 Sales Event campaign materials generated more than 1,500 solid leads and resulted in at least 300 tractor sales. So far, the Spring Sales Event has generated more than 100 solid leads in the first three weeks.
Peek under the hood
Check out some of the other materials we created for this campaign, and notice the consistent tone, style and messaging, which helps build prospects’ confidence in a company’s brand and its products and service. We’re excited about this high horsepower campaign that’s getting real results for AGCO.