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 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.
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.
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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.
The Process Behind Disruption
Disruption might be the biggest business bandwagon of all time. But ask most people what their idea of disruption is, and they’ll stare at you with a blank look or start rattling off a set of disjointed ideas.
How to Not Become an Expert
Experts are impressive, but there are some trade-offs. First, there’s the obvious opportunity cost to hyper-specialization: all the other things you won’t be able to do. But there’s another, more subtle cost: you risk losing the beginner’s mind. As you restrict your inquisitive nature, your sense of wonder fades. You become uncomfortable with ambiguity. You forget how to learn in new ways about new things. You might begin to start liking the idea that you’re an expert and slowly, unconsciously start closing your mind to the opinions of non-experts. Then, to the experts who don’t agree with you. The process continues, and eventually you find yourself totally isolated, lost in your own ideas.
Why Turnaround Specialists Need Market Invention
Turnaround specialists can be called in at all stages of failure, from decreasing working capital to impending bankruptcy. While the work of a turnaround specialist in these situations is irreplaceable, it can be effectively supplemented by incorporating Merit’s Market Invention strategy. This unique partnership turns a rather dire situation into a net positive by implementing change and inventing a new opportunity for a business to not only survive, but to thrive.
Public Relations and Market Invention
“We need public relations!” We hear this command frequently from big and small organizations across the country. However, we promptly question what exactly they’re seeking. Every organization needs a smart PR strategy, but most don’t know exactly how.
Video and Market Invention
You’ve probably heard of Market Invention, the strategic process of creating new markets through a shift in audience, category, channel, or branding. It’s the discipline behind disruption, and it rests on good communication. That’s where video comes in.
Web Design and Market Invention
Web designers are the architects that create the visual elements of the site, the stuff the user sees. Web developers create the functionality that works in the background. When working together, the two disciplines deliver a seamless, clean experience that ignites a buyer’s interest.