Sowing the Seeds

New Holland has been a trusted leader in the ag farming industry for generations. Across the fields and around the globe, the brand has embodied the rugged, hard-working spirit of its loyal, "True Blue" fans. New Holland partnered with us to enhance engagement with its customers and build brand resonance beyond the dealership.

For many farmers, brand loyalty is their very identity and they wear it proudly. While over 900 New Holland dealerships throughout North America have their own marketing presence and offer branded merchandise, it is considered more of an afterthought to equipment sales, often lacking in brand consistency, quality, and breadth of offering for the customer.

By leveraging customer insights, reviewing the competitive landscape and understanding the current merchandising strategy, we recognized an opportunity for New Holland to connect with its customers directly to help drive sales as well as grow its fan base.

We took steps to position New Holland as a lifestyle brand in order to appeal to and engage with customers in a more meaningful way.

THE EXPERIENCE

Technology

The Country Store is Open for Business

We built and continue to maintain a dedicated online store where customers and fans can shop for a full range of official New Holland Brand hats and apparel, toy models and collectibles, home décor, gifts, and more. An affiliate program also rewards dealers for driving business to the ecommerce site.

Communications

An Integrated Approach

To drive business and build the customer base, we implemented an integrated strategy including SEO/SEM, email marketing and promotions, and social media. We also introduced an exclusive True Blue Fan Club loyalty program that speaks to the interests and lifestyle of New Holland farmers and their families.

1 / 2

RELATED
INSIGHTS

Adam Vasquez

What is Market Invention?

It's the new era of marketing.

Market Invention is the process of creating and maintaining market dominance by leveraging insight, purpose, position, and experience to establish, grow, and maintain customer and company value.

Merit
An Empire from a Waffle Iron

We take it for granted that athletic shoes aren’t just for athletics. They’re perfectly acceptable at cafes, concerts, and the runways of Milan. There’s a whole not-so-sub subculture dedicated to collecting, customizing, and reviewing fashion-forward sneakers. But it wasn’t always this way.

READ IT
Kim Riley

This week's market inventions: Healthcare, self-driving trucks, and more

Healthcare reinvention, self-driving trucks, homeless vending machines and Arizona’s first beer barley industry all made an appearance this month as examples of how to reinvent your market.

READ IT
Merit
The $70 Billion Bean

A $70 billion international industry began centuries ago with some hyper goats in the desert.

READ IT
Merit

Three Market Invention Trends for the Legal Industry

The traditional operation model for legal services is antiquated. Historically, the market has tolerated rampant inefficiency and low value for price. Lawyers typically don’t score high on the “benefit to society” scoreboard, either. But modern consumers want change: there is a growing demand for legal firms that engage with clients and operate with speed, accuracy, and convenience. And consumers want this efficiency at a much lower cost.

READ IT
Merit

Market Invention Techniques for Realtors

Only a few years ago, many people believed that most Millennials would never be homeowners.

Erin Zakin
How Chobani Uses Market Invention To Reign Over the Greek Yogurt Industry

Chobani is the perfect example of how a market inventor can completely takeover a market in a short period of time.

READ IT
Denny Miller

SEO in 2018... Let's Talk.

If you want to win the SEO game in 2018, you better start talking.

Voice search is becoming the name of the game. Comscore predicts that by 2020, 50% of all searches will be voice. Moreover, 50% of smartphone users use voice technology on their device and 33% use it daily.

READ IT
Denny Miller
Get in the Fast Lane

There’s a saying along the lines of “speed kills.” That may apply to driving your car but not to your website. Make it fast. Really fast.

READ IT
MERIT
2201 N Front Street, Harrisburg Pennsylvania 17110

We sit squarely at the center of organizations and their opportunities, and there is no other place we would rather be.