Massey Ferguson

How a dealer network uses big horsepower to drive sales

Some say big ticket products require bigger marketing budgets. We prefer to leverage smarter marketing with a keen eye on results.

So when AGCO Corporation wanted to leverage its sales channels to increase sales of Massey Ferguson tractors, we were ready with big ideas geared to getting 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.

Website header for the current Spring Sales Event

Website header for the current Spring Sales Event

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!).

Customizable direct mail piece

Customizable direct mail piece

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.

Online landing page

Online landing page to capture leads

We also developed a Facebook campaign targeting people interested in hunting and a rural lifestyle; the campaign drives prospects to AGCO’s Facebook page

Tire-kicking results

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.

Email for the Spring Sales Event

Email for the Spring Sales Event

Hang tag on actual tractors at dealerships, part of a comprehensive point of purchase kit for dealers

Hang tag on actual tractors at dealerships, part of a comprehensive point of purchase kit for dealers

One of several customizable billboards from the Fall Sales Event

One of several customizable billboards from the Fall Sales Event

Well that's Flinteresting!

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