Don’t make the mistake of investing in just one type of advertising for your agricultural equipment dealership. Learn why an integrated marketing strategy is essential for your dealership’s success.
Integrated marketing is the process of using multiple forms of media to maximize your dealership’s visibility. Not only does integrated marketing allow you to reach more people, but it also reinforces your brand in their minds: the more times they see you, the easier it is for them to remember you (and the more likely they are to call or stop by).
Of course, your dealership’s marketing plan depends on your goals, the market you’re in, and your customers. One-size-fits-all marketing is rarely effective for ag dealerships, so we at Kirkpatrick Creative have created a basic outline that we adjust accordingly for our clients as the data comes in.
In general, our initial recommendation for most agricultural equipment dealerships is to take the following steps:
- Build awareness with sponsorships
- Build interest with radio advertising
- Build an audience with social media
- Build authority and trust with video
Build Awareness with Sponsorships
Local sponsorships are a fantastic way to get your dealership’s name out there and show community involvement. Your involvement can be as simple as supporting your town’s Little League team or as involved as taking part in public events. What values matter to your dealership? Are the children of your employees on sports teams that need sponsors? Showcase your support for your community to demonstrate that you’re here to help with their equipment needs.
Build Interest with Radio Advertising
Whether you sell to homeowners and hobby farmers or supply to companies and subcontractors, radio advertising is an effective way to let people know what you have to offer. (A brand name and a logo on a sign can only go so far, after all!) Radio spots can broadcast your dealership’s message, inventory, offers, and more. They can also direct interested prospects to your dealership’s website or social media pages, where you can warm up those leads.
Build an Audience with Social Media
Social media provides a place for your customers (and potential customers) to get updates about what your dealership has going on. It’s also where they can ask questions and get quick answers from your team. Provide value to your dealership’s social media followers by notifying them about upcoming events and deals, offering maintenance tips, and sharing content that’s helpful or inspiring.
Build Authority & Trust with Video
Video marketing allows your brand—or a representative of it—to show off its personality and authenticity. When your staff appears on camera, it helps prospects imagine what it would be like to come to your dealership for parts, service, or sales. Plus, when you create videos displaying your expertise, it further positions you as an authority in your field.
Start Planning Your Dealership’s Integrated Marketing
If you’re ready to upgrade your ag dealership’s marketing for the new year, give us a shout! Our philosophy of creating advertising that’s engineered to work has been in practice for over 40 years. Contact Kirkpatrick Creative today to schedule a discussion with us about your dealership.