Direct DEALER MARKETING GUIDE. INSIDE: Marketing Tools Regional Advertising Program Regional Marketing Program And More

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1 Direct DEALER MARKETING GUIDE INSIDE: Marketing Tools Regional Advertising Program Regional Marketing Program And More

2 What is AGCO Direct? Direct WHAT IS AGCO DIRECT? AGCO s professional advertising and promotional support team, AGCO Direct is a partner of the AGCO marketing team and a consultant for AGCO dealers. AGCO Direct helps you produce cost-effective marketing content that accurately promotes AGCO brands and your dealership. The AGCO Direct team can aid in cost-effectively maximizing your customer reach by helping you build strategic plans, execute tactics and more so you can achieve your business and marketing objectives. AGCO Direct is supported by AGCO s partner, Flint Group, in Fargo, ND. They are our valued partner for dealer marketing support. Table of Contents Introducing AGCO Direct...2 What We Do...3 Integrated Marketing Approach...4 Marketing Tools...5 Research & Surveys...8 Regional Advertising Program...9 AGCO Direct Social Media Plans...11 ROI Measurement...12 Co-op Submission...13 Case Studies...14 Samples...17 Marketing Checklist...19 Dealer Event Flow Chart...10 Using this Guide This guide contains high-level information about our marketing, consulting and execution services. You can learn more about specific marketing and advertising programs on the AGCO Direct page of the AGCO Dealer Portal: my.oneagco.com. 2 Contact your AGCO Direct representative at ads@agcodirect.com

3 WHAT WE DO ÆÆPlanning and Integrated Marketing Consulting: From individual projects to the creation of a full marketing plan, we can help you use your marketing dollars wisely in order to achieve your objectives. ÆÆTactical and Plan Execution: Whether it s something AGCO Direct has helped you create or a dealer-created initiative, we can help you put it in motion. From the creation of artwork and the purchase of media all the way to full implementation, we can help you with: TV, Radio & Billboards Print Direct Mail & List Management Digital Marketing In-store/POP (Point of Purchase) Events Social Media And any time you work with AGCO Direct, you have access to our expertise in: Creative Services Surveys Regional Advertising Programs Media Planning & Placement ROI & Measurement Co-op Submissions Data Prospecting Want a Demo? Interested in a demo or presentation on AGCO Direct programs? Call or ads@agcodirect.com to schedule a virtual presentation. 3 Contact your AGCO Direct representative at ads@agcodirect.com

4 Integrated Marketing Approach CREATE LEADS WITH INTEGRATED MARKETING AGCO Direct focuses on an integrated marketing approach to help generate leads and sales for your dealership. Gone are the days of sending a direct mail piece and waiting for customers to walk through the door. We'll work with you to determine the type of media mix that will be most effective in your area. Below is an example of how certain media tactics work together to create awareness, drive consideration and nurture leads. Dealer Marketing Efforts TV Direct Mail Print Mobile Social Media PR / Events POP Digital Radio Website/Landing Pages Dealer Co-op Content bounce Offers Testimonials lead capture Eloqua Retargeting Digital Media Salesforce Nurture Streams 4 Contact your AGCO Direct representative at ads@agcodirect.com

5 MARKETING TOOLS TAKE ADVANTAGE OF OUR EXTENSIVE MARKETING TOOLBOX AGCO Direct Website Find all available programs and marketing tools in one convenient location. Here you can access: AdBuilder Current Promotional Marketing Programs & Campaign Assets Dealer Marketing Materials Store AGCO Parts estore Dealer Discussion Forum In addition to our full-service consulting and implementation programs, AGCO Direct offers several self-serve tools for your use on the AGCO Direct website. To access the AGCO Direct website via my.oneagco.com: Log into my.oneagco.com Navigate to the Marketing tab Click the AGCO Direct link Click "Launch application," located under "Marketing Made Easy with AGCO Direct" 5 Contact your AGCO Direct representative at ads@agcodirect.com

6 MARKETING TOOLS AdBuilder: Find the ad you re looking for in AdBuilder. It allows you to quickly and easily create professional-looking ads in just a few clicks. You have the freedom to customize your ad by choosing from a variety of AGCO-created, pre-populated creative assets. Pick a photo, headline, copy text, ad size and promotions Ad will be tailor-made with room for your logo and personal messaging Images and copy are pre-approved for AGCO co-op advertising Check out our NEW products, formats, features and increased speeds Marketing Programs & Campaign Assets: Current promotional AGCO dealer marketing campaign assets will be available on the AGCO Direct website. This includes access to materials for print ads, direct mail, radio scripts and digital assets. Challenger campaigns Fendt campaigns Hesston campaigns Massey Ferguson campaigns Direct marketing enrollment Campaign results Campaign dashboard 6 Contact your AGCO Direct representative at ads@agcodirect.com

7 MARKETING TOOLS Dealer Marketing Materials Store (DMM): New materials are frequently added to the Dealer Marketing Materials store check often for the latest updates. Recent changes to the store include: No additional login or password required Available DMM points balance calculated for you One-stop shop for all brands Items available on the Dealer Marketing Materials Store include: Literature POP (outdoor banners, counter mats, posters, hang tags) And more! AGCO Parts estore The AGCO Parts estore is your one-stop shop for all Parts-related materials. Here you can access Parts materials and marketing tools, including: AGCO Parts brochures Print ads Radio scripts Web graphics Direct mail pieces USB drives Vehicle graphics 7 Contact your AGCO Direct representative at ads@agcodirect.com

8 RESEARCH & SURVEYS GAIN INSIGHT ABOUT YOUR BUSINESS AND CUSTOMERS Do you ever wonder what customers and prospects think of your dealership? Are you looking for areas you can improve in? AGCO Direct offers you access to Dealer Perception Surveys that can help you gather opinions and understand the public perception of your dealership. AGCO Direct uses an enhanced survey tool to gather customer and prospect opinions about your dealership. These surveys include questions about your location, appearance, availability, staff, service, sales process and more. You can send the surveys to lists of select customers and prospects in your area, so you get information from people who are familiar with your dealership. You can use the survey results to optimize your operation and marketing tactics and determine areas for improvement. Dealer Perception Surveys are available for you to use at any time through AGCO Direct. We can help assist you with phone, and other survey tactics. Contact your AGCO Direct representative to learn more! Testimonials An Integrated Approach A dealership tasked AGCO Direct with taking a deeper dive into prospect awareness and perception about their store and the products they carry, so we created phone surveys that targeted farmers in 3 different market areas. The response goal was to receive 100 completed surveys in each of the 3 market areas for a total of 300 responses, while getting responses from a mixture of customers and noncustomers in each category. 3 types of surveys were created: a phone survey, an online survey and an incentive survey where respondents were entered into a drawing for a $500 gift card to be given away during the dealership s open houses. Overall, the surveys were a success. Responses effectively helped determine which AGCO brands are the most familiar and which rank highest on factors such as performance and price, while also determining the most important factors in the selection of a dealership. This information can be used to create future campaigns that help improve dealer and product perception. An Online Survey Yields Great Results A second dealership approached AGCO Direct to carry out a campaign. Their goal was to gather information about the type of equipment their prospects owned and were interested in purchasing. Prospects received a RoGator/ TerraGator direct mail piece created by AGCO Direct with an offer of a free jacket if they took an online survey that described their farming operation. The survey consisted of multiple choice questions about the brands they owned, their satisfaction with their equipment, and whether or not they were interested in purchasing RoGator or TerraGator equipment. Altogether, the campaign was a huge success out of 252 mailing records, a total of 27 people took the survey for an almost 11% redemption rate! 8 Contact your AGCO Direct representative at ads@agcodirect.com

9 REGIONAL ADVERTISING PROGRAM FOCUS MARKETING TOWARD YOUR DEALERSHIP'S REGION The regional advertising program has been developed to help you target the ideal customer through print advertising. This program is shared by dealers, so you'll make the most of your marketing dollars. It can also be built around product programs, such as sales incentives, financing offers and district programs, to help promote offers throughout an entire region with dealer support. The regional advertising program is: Co-op supported Planned and placed on a regional level Targeted and matched to what dealers sell Able to connect corporate marketing initiatives with local dealer advertising Benefits of this program include: Call center support Dealers are billed after co-op to their parts statement Co-op claims are submitted on behalf of dealers Interested in getting involved in the regional advertising program? Contact us today! 9 Contact your AGCO Direct representative at ads@agcodirect.com

10 DEALER EVENT GENERATE GREATER ATTENDANCE AT DEALER EVENTS If you are planning to hold a customer event, AGCO Direct can help you plan and market the event. We will help with everything from ordering plates and napkins, to printing banners and sending out the invitations, and following up with guests after the event. Our new Dealer Event Kit Catalog can help you choose the items you want to feature at your event. You can access the catalog at AGCO Direct» Marketing Programs» Dealer Event Support. The Dealer Event Flow Chart below is a great example of how AGCO Direct can help you promote your event from start to finish. Whether you re holding a combine clinic or a ride-and-drive event to help promote your products, this chart details our basic recommendations to help you generate interest and drive customers to your event. Dealer Event CAMPAIGN FLOWCHART Event Invitation Join us for event - RSVP online and let us know what size jacket you d like. Jackets will be handed out at event - must be present to receive jacket. RSVP Landing Page Information pre-populates based selects jacket size. Thanks for RSVP Thanks for registering - we ll have your jacket for you at the event. Reminder of event day/time, list of activities at event. Reminder Reminder of event day/time, list of activities at event. Event Customers that pre-registered for event receive their free jacket. Thanks for Attending Thanks for attending - questionnaire or info on future events. Reminder Postcard Send to all non-responders from previous drop, reminder to RSVP online and let us know what size jacket you d like. Deliver Service Kit Hand-deliver service kit that includes oil filters, fuel filters, etc. Continuing Nurture Happy Holidays Non-sales - thanks for your business. Maintenance Tips Include maintenance tips, offer parts discount on items relevant to included maintenance tips. Purchase Include offers and/or inventory messaging. Parts Holding an event? Let us know 6-8 weeks beforehand. Time is an important factor in the event-planning process. Informing AGCO Direct 6-8 weeks in advance of your event ensures your invites will get sent on time while giving our team enough time to create quality event materials for you. Follow this timeline for optimal results: 6-8 weeks before event: Inform AGCO Direct of event; process begins 4 weeks before event: First mailer approved and sent to printer; landing page set up 2 weeks before event: Follow-up mailer approved and sent to printer 10 Contact your AGCO Direct representative at ads@agcodirect.com

11 AGCO DIRECT SOCIAL MEDIA PLANS EXPAND YOUR REACH WITH SOCIAL MEDIA MARKETING Many ag equipment purchases are based on word-of-mouth referrals and advice from trusted friends, family and neighbors. That s why social media has become so important it s really just word-of-mouth marketing powered by technology. AGCO Direct offers AGCO dealers a variety of social media plans, so you can choose what s best for you and we ll take care of the details. Level 1 plan includes: Set-up and optimization of a Facebook page Registration on other accounts like Twitter and Instagram One-hour webinar on Facebook best practices Follow-up question-and-answer session Level 2 plan includes everything from Level 1, PLUS: Quarterly reports of your social media progress Quarterly content calendars to guide your posting schedule Direct consulting to help you keep up on the latest trends Extra add-ons like Twitter and Instagram creation and consulting Level 3 plan includes: ALL content created by AGCO Direct we ll do the work for you! Set-up and optimization of a Facebook page Extra add-ons like Twitter and Instagram creation Quarterly reports of your social media progress If you have questions or are interested in getting started with any of our social media plans, contact us today. 11 Contact your AGCO Direct representative at ads@agcodirect.com

12 ROI & MEASUREMENT TRACK CAMPAIGNS AND STREAMLINE MARKETING STRATEGIES AGCO Direct provides measurable results through dashboards From landing pages to redemption components, most of what we do can be measured so you can see the results and so we can offer unique solutions. One of the measurement tools we use is dashboards. Dashboards are used frequently in marketing efforts. They help us keep track of which campaigns dealers are enrolled in and analyze the results of these campaigns. These results help us determine which campaigns worked well and which ones didn t and what we can do differently next time to improve the outcome and help you become more successful. How do dashboards lead to dealer success? Our in-house data analyst for AGCO Direct is able to pull information about a dealer s campaigns from various databases and reports information that goes all the way back to when the dealer started working with us, so you can compare data for each year. By measuring a dealer s prospects, leads and sales for each campaign, we can figure out which campaigns were more successful than others. Then we can use this information to create more successful future campaigns. And there are other useful benefits of dashboards. Along with dashboards that review past campaigns, we can create monthly, bi-weekly and other scheduled dashboards for ongoing campaigns, so your dealers can track progress as it happens. Dashboards are available now for dealers and we highly recommend you give them a try. 12 Contact your AGCO Direct representative at ads@agcodirect.com

13 CO-OP SUBMISSIONS ELIMINATE THE HASSLE OF CO-OP SUBMISSIONS Your co-op submissions are completely hassle-free with AGCO Direct! We ll handle all of your co-op submissions for you. For any program a dealer participates in with AGCO Direct, we ll submit the co-op claim for those activities on behalf of the dealer. Included free with all AGCO Direct campaigns No paperwork for you No waiting for reimbursement Your share of cost will be billed to your AGCO Parts statement 13 Contact your AGCO Direct representative at ads@agcodirect.com

14 CASE STUDY CRAFTING UNIQUE STRATEGIES TO TACKLE YOUR MARKETING CHALLENGES Agricultural marketing boosts Facebook customer engagement by 375 percent Challenge A full-service farming equipment dealership, Lang Diesel Inc. (LDI) has partnered with Flint Group on a variety of agricultural marketing projects and campaigns. In summer 2013, the company came to us with a new goal: to increase customer loyalty and gain prospective clients without doing a number on their bottom line. Solution Using a comprehensive social media audit, we created a social media marketing plan, including a content calendar that aligned with LDI s goals and tactics. We also hosted a content management training session for LDI employees to learn about developing and sustaining effective online social communities. As LDI s official social community manager, Flint Group manages all of the company s social media content. From sharable images and helpful tips to featured customers and contests, we use social media to engage LDI customers, build brand loyalty, and present the company as an industry leader to Kansas farmers and their families. Results Within just six months of launching LDI s Facebook strategy, the company more than doubled its fans. Plus, it increased its customer engagement by 375 percent all while reaching an average of 25,000 unique Facebook users per month, most of whom fall into the target audience of Kansas farmers. 14 Contact your AGCO Direct representative at ads@agcodirect.com

15 CASE STUDY New Free Standing Insert program helps dealers reach a wider audience Challenge Because of the mailing system in Canada, CUE dealers had been having trouble reaching current and prospective customers through direct mail over the past few years. They wanted another way to promote compact equipment to new prospects throughout rural Canada, and they wanted a solution that would work for everybody. Solution We created the Free Standing Insert program promoting CUE equipment. These inserts were included in publications throughout rural Canada, so they reached an audience with notable acreage. The insert program has been offered to dealers 3 times this year, giving them multiple opportunities to promote their compact equipment. The cost of the program was also split between dealers, lessening the amount each dealer spent on the program. Results The campaign was an incredibly successful way for dealers to reach new prospects. Carson s Farm Supply received 10 phone calls from interested customers within just the first week of publication. And Maple Lane Farm Service also had a great experience. We were somewhat reluctant to do the insert because of the upfront cost, said Nathan Deane. But we actually ended up selling a few compacts as a direct result of the campaign! 15 Contact your AGCO Direct representative at ads@agcodirect.com

16 CASE STUDY Man Up Standard The goal of this year-long program was to encourage prospects to come into their local dealer and test-drive a Massey Ferguson 7600 or 8600 Series tractor. 86 dealers participated in the first phase of this campaign with some great results: 1,329 generated leads 29 featured product sales 20 scheduled demos The Q4 drop of this campaign was also successful: 930 generated leads 18 featured product sales 12% of leads made purchases within 7-12 months Man Up Leatherman In the Leatherman corporately driven campaign, prospects were offered a free Leatherman for taking a quiz. The results were impressive with over 50% of customers interested in learning more: 455 generated leads 5 featured product sales 53% of respondents asked to learn more about 7600 and 8600 Series tractors The Q4 drop of this campaign was also successful: 68 generated leads 6 featured product sales, plus 46 other Massey Ferguson product sales Conversion rate of 8.82% 16 Contact your AGCO Direct representative at ads@agcodirect.com

17 SAMPLES ADDITIONAL MARKETING SAMPLES 17 Contact your AGCO Direct representative at

18 SAMPLES ADDITIONAL MARKETING SAMPLES 18 Contact your AGCO Direct representative at

19 MARKETING CHECKLIST Marketing Checklist AGCO Direct has put together a checklist to help you plan out your marketing efforts. As planning and reviewing your plan is a continuous process, we recommend you revisit this list throughout the year. Talk with one of our Marketing Consultants to determine how AGCO Direct can help you. Review your available co-op dollars Determine your marketing budget Consider cost of activities you ve already committed to Consider any custom programs, open houses, or other events that you may hold Regularly review your mailing lists and work with AGCO Direct to determine if you need to purchase additional names for upcoming campaigns Regularly visit the "Marketing Programs" tab on the AGCO Direct site for the latest available marketing programs Review activity and results every quarter; make changes accordingly Use AdBuilder to easily build FREE custom ads Follow up and engage with all leads to convert to sales Share feedback on any programs with your AGCO Direct Marketing Consultant! ads@agcodirect.com AGCO Direct programs are managed by Flint Group, Fargo ND 19 Contact your AGCO Direct representative at ads@agcodirect.com

20 Direct Contact your AGCO Direct representative at