Making the most of being
July 20, 2020
From a marketing strategy aspect, there are some important issues to consider when leveraging Australian-made.
Conscious of the need to remain competitive in the notoriously tight low horsepower tractor market, Case IH and IMA developed its 2019 EOFY campaign. After first considering what CASE IH had become famous for over its years of service to the Australian agricultural sector, we realized that part of what we needed to do was to remind the market of what they already knew – that
Case IH makes tractors of unmatched quality and legendary reliability.
For a range of reasons, including the ongoing drought and a historically competitive market, players in the Australian low horse-power tractor market have always been required to do their utmost to maintain their market share. Adopting ‘reliability’ as the key campaign theme, we designed every piece of the campaign’s marketing material. This included resources for both the manufacturer and local dealerships.
IMA’s Case IH 2019 EOFY Campaign included:
IMA’s approach of combining comprehensive market coverage with details of EOFY deals and reminders of Case IH’s heritage proved a winner. Among other things, it resulted in increased dealer enquiries.
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