HOW WE BROUGHT EQUIPMENT MARKETING TO THE LOCAL LEVEL FOR BIG RESULTS

Equipment dealers often operate independently from manufacturers, leveraging their own marketing strategies to move machines. And while these businesses work hard to raise awareness of their inventory, they don’t all have the same resources or experienced personnel at their disposal. A little help from a manufacturing partner can go along way, getting dealers on the same page and preparing them to promote equipment.

Vermeer wanted to help their network of hay and forage equipment dealers stand out in their communities, drive door swings and increase their online presence. Working with the Lessing-Flynn team, Vermeer offered a digital opt-in marketing program. Ad creative was customized for each participating dealer — including their business name and locally relevant equipment — and was targeted specifically to their geographic area. We layered in additional targeting using competitive brand affinities, agricultural interests and behaviors and NAICS codes (industry classification data) where applicable. Tactics included programmatic display ads and video placements, as well as Facebook and Instagram ads.