A leading Case IH dealership faced a challenge familiar to many in the agricultural equipment industry: standing out in a competitive market while reaching customers at various stages of the purchasing journey. Recognizing the importance of a cohesive and comprehensive marketing strategy, the dealership partnered with Mcomm Group, Inc., a Hawke Media Company and full-service marketing firm to implement an omnichannel approach. This case study highlights the strategy, execution, and outcomes of the partnership.
The Challenge
The dealership’s objectives included:
- Increasing brand awareness within their service area.
- Engaging new and existing customers through targeted messaging.
- Driving leads and conversions for both new and used equipment sales.
- Enhancing customer retention and lifetime value through post-purchase engagement.
Despite having strong community roots, the dealership lacked an in-house marketing team and unified strategy that could connect with customers across multiple channels.
The Solution: An Omnichannel Marketing Approach
The Mcomm marketing team developed and executed a strategy that integrated customer outreach efforts, digital advertising, social media, email marketing, and post-purchase retention initiatives. The following elements formed the backbone of the campaign:
- Customer Outreach and Lead Scoring
- Implemented comprehensive outreach strategy targeting three primary customer segments: prospects, current customers, and falloff customers to pass hot leads to the dealership sales team in order to close the sale.
- Utilized a CRM system to assign scores to leads based on their interaction with the dealership website, including equipment searches, time spent on specific pages, and responses to marketing campaigns. Other factors, such as email open rates and form submissions, were also taken into account.
- Social Media Marketing
- Created and maintained active profiles on platforms like Facebook, Instagram and LinkedIn, showcasing product features, customer success stories, and educational content.
- Ran targeted social media ads to reach farmers and agricultural businesses in the region.
- Digital Advertising
- Deployed Google Ads and retargeting campaigns to capture high-intent customers searching for Case IH products.
- Developed display ads that appeared on agricultural websites and publications, increasing visibility among the target audience.
- Email Campaigns
- Implemented segmented email marketing strategies to nurture leads, promote special offers, and share company insights.
- Post-Purchase Retention
- Sent personalized follow-ups to customers post-inquiry and post-purchase to maintain engagement.
- Used email and SMS reminders for equipment servicing and seasonal promotions.
- Analytics and Optimization
- Continuously monitored campaign performance using analytics tools.
- Made data-driven adjustments to refine targeting, messaging, and ad spend allocation.
The Results
The omnichannel strategy delivered measurable results, including:
- Increased Brand Awareness: Social media followers grew by 4% on Facebook, 13% on Instagram, and 130% on LinkedIn. Website traffic rose by nearly 15% year-over-year (YoY) through organic campaigns.
- Higher Lead Generation: Digital ad campaigns achieved a 24% YoY increase in conversion rates, significantly boosting qualified leads.
- Improved Customer Retention: Customer retention initiatives led to a 50% increase in program participants and a 32% rise in unique email opens.
- Enhanced Community Presence: Local event attendance and partnership visibility strengthened the dealership’s reputation as a trusted community partner.
Conclusion
By adopting an omnichannel marketing approach, the Case IH dealership successfully connected with its target audience across multiple touchpoints, building stronger relationships and driving business growth. This comprehensive strategy demonstrates the value of meeting customers where they are, ensuring consistent messaging and engagement throughout the customer journey.
Next Steps
- Prioritize customer-centric messaging tailored to different channels.
- Leverage data analytics to track performance and guide decision-making.
- Invest in post-purchase retention efforts to maximize customer lifetime value.
An omnichannel approach is not just a marketing tactic—it’s a commitment to providing seamless, personalized experiences that build trust and drive results.
