MARKETING
FLINT
BY THE NUMBERS
95+
trying to accomplish. One
thing that’s worked really well
with dealers is how-to videos.
So it could be, if there’s a
particular service that needs
to be done to a machine or
if there’s a complicated issue
that comes up, we encourage
them to have a way to solve
that, have something (a
customer) can access at any
time. And sometimes that
comes from their customer
base. If customers are asking
for something and asking
questions about something
consistently.”
For AGCO or really any
campaign, do you first identify
your message and then select
the media you’ll employ or is it
the other way around?
JD: “I would say, for a
campaign, we always set goals
and objectives first and then
figure out what the appropriate
vehicles are to deliver the
message.”
RR: “We’re always building
what we consider a 'message
matrix.' So in every campaign,
there’s always more than
one audience. There are key
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FEBRUARY 2016
influencers, there are your
direct audiences. Those that
are maybe considered ‘buy
later.’ In every one of those
cases, there’s a message that’s
tweaked a little bit, depending
on who you’re talking to. And
in every one of those cases,
there’s a different way to reach
them.
“In the old, traditional
advertising, you’d run an ad
and try to get it to them, but
you never thought about the
way back again. So in the
AGCO world or all of our
clients, today it’s not just, ‘I
need to talk to Prospect A.’
It’s thinking about, ‘How is
Prospect A going to come
back to us? How do we get
the conversation started?’”
Is that the biggest difference
in the approach to messaging,
compared to 10 or 15 years
ago?
JD: “I think so. When I started,
from a brand perspective,
everything I learned was, ‘Say
the same thing over and over
and make sure that you use
the same verbage and that
everything looks the same.'
And now everything is so
With any campaign,
Flint Group sets goals
first, then identifies the
right platform to deliver
the message.
Number of full-time Flint staff,
sprinkled throughout the Midwest
in Grand Forks, N.D., St. Cloud,
Minn., and the Twin Cities, with
the two largest offices in Fargo
and Duluth, Minn.
1946
The year Flint was born. They're
celebrating their 70th birthday in
2016.
4
Number of Flint offices – Fargo,
St. Cloud, Grand Forks and
Duluth.
7
Total number of Flint’s strategic
partners
130+
Toal number of Flint's strategic
partners, including AdFarm,
Media Productions, Praxis
Strategy Group, Prime Contact,
Street Smart, SuperStudio and
Giant Goat