Precision specialists are the face of a dealership, given the amount of time and touch points they have with farm customers. But how effective are dealerships in marketing the performance of its precision team to impact the bottom line of the business?
During a dealer-to-dealer panel discussion at the 2017 Precision Farming Dealer Summit on Jan. 10, you will hear from 3 dealers who have strengthened customer relationships, increased sales and given their companies a competitive edge building lasting, profitable and recognizable precision brands.
Speakers for this panel include:
Hannah Long, marketing manager, 4 Rivers Equipment in Greeley, Colo. Working in ag marketing for the last 5 years, Long helped create and launch researched branding initiatives specific to farm machinery and precision departments within equipment dealerships to include digital and traditional campaigns. Since joining 4 Rivers Equipment, a dealership group with 8 ag stores in Colorado and Wyoming, Long has focused on developing the retailer’s “Furrow Focus” precision branding effort. She will discuss the keys and difficulties to effectively communicating a consistent marketing message for a precision department and why simplicity is a proven path to connecting with customers.
Kevin Depies, sales & management, Ritchie Implement in Cobb, Wis. (2015 Farm Equipment Dealership of the Year). Forming a standalone precision farming department was neither practical nor profitable for Ritchie Implement, a 3 store dealership in southwest Wisconsin. But that doesn’t diminish the need to effectively promote its precision sales and service offerings — albeit in a holistic way. Promoting the dealership as a “package brand” that includes sales, parts, service and precision has allowed Depies to create a consistent, yet adaptable marketing strategy. He will explain how this approach provides more bottom line margin for the dealership, deepens the pool of in-house precision expertise and offers a competitive bargaining tool with customers
Pete Youngblut, owner, Youngblut Ag in Dysart, Iowa. After nearly 6 years working for a machinery dealership and an ag technology supplier, Youngblut started his own precision farming business in 2013. As a sole proprietor, he was challenged to develop and execute an economical grass roots marketing plan to build and then retain a loyal customer base. Earning enough to cover expenses the first year, Youngblut has increased revenue by nearly 85% in less than 4 years, crediting a targeted branding strategy for his growth. During his presentation, Youngblut will share the benefits and challenges of marketing on a budget to include how word of mouth helps smaller precision dealers crack the large customer market.
Co-located with the 25th Annual National No-Tillage Conference, the 2017 Summit will be held Jan. 9-10 at the Hilton St. Louis at the Ballpark. Among the Title Sponsors making the learning and networking opportunities possible for dealers are CDK Global, Charter Software Inc., Equip IQ, Farmers Edge, Laforge Systems, Montag Manufacturing, MZB, Reichhardt, Western Equipment Dealers Assn. and Yetter Farm Equipment.
View the complete 8 page program here. For more information and to register for the Summit click here or visit www.PrecisionSummit.com. Stay tuned for more updates and speaker announcements. We’ll see you in St. Louis!