MARKETING
customized – I want you to
talk to me differently than
you’d talk to my 18-year-old
daughter. I think that’s hard for
brands.”
RR: “Before, it was, build
Search engine
marketing (SEM) is
just one element of
a successful online
marketing campaign.
your messages around
feature benefits. Today, the
whole attitude is starting
a conversation with that
customer base. Everything
has to have a response.
Even traditional – print, radio,
television – it’s all based on
trying to make a connection
to get a response, to start a
conversation with a prospect
that’s out there. And a lot of
times, what you have to focus
on is it has to be a one-on-one
conversation. You can’t send a
single message to a household
and think you’ve got them all.
Because the husband, the
daughter and the wife are all
going to react to that message
differently. Now you have
different ways to reach each
one of them.
Bobcat to move stuff.
“And once you start that
conversation, now the whole
deal is – it used to be, make
a sale. Well, now everything’s
about gaining a customer for
life. How much is Rancher
A worth to AGCO over a
lifetime? That’s what they’re
thinking about.”
“Same piece of equipment,
completely different usage and
completely different messaging
to each customer base.
Bobcat’s a great example of
how one piece of machinery
can cross a whole gamut of
audiences. Our job is to know
those audiences.”
What would be a specific
example of that more
customized marketing
process?
What do you see as the next
frontier in marketing?
RR: “Probably the Bobcat
account is the best example
of that. You’re selling the same
piece of equipment, but you
could be selling it to a guy
who works in town but has a
small acreage ranch and owns
a Bobcat versus the same
Bobcat being sold to a guy
who has 8,000 acres who’s
baling hay and needs the
RR: “I’d say the next biggest
thing we’re investing in is
mobile. We’ve gotta keep
driving the mobile side as that
becomes bigger and bigger.
“The clients aren’t asking for
mobile a lot. They are here and
there. I think – just like social,
just like engaged marketing –
clients aren’t paying attention.
It’s up to us to bring it to them
and tell them why they need to
pay attention to it. I think our
investment in mobile is a little
ahead of our clients because
we’ve got to be the ones to tell
them how to use it best in their
situations.”
What kinds of mobile,
specifically?
JD: “Mobile response to
websites is probably the
biggest thing.”
RR: “And building of apps. Apps
that are maybe not long-term
apps that you’re going to
keep on your phone for three,
four years, but they’re apps
related to a certain campaign
or a trade show. Or an app
you’re going to download for
a specific reason and it will
probably go away after the
campaign’s over.”
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