MARKETING
What’s the biggest challenge
you’ve faced in putting together
a marketing program for AGCO’s
dealers?
JODI DUNCAN: “To get them
FLINT GROUP
(FARGO OFFICE)
flint-group.com
101 10th St. N, Suite
300, Fargo
701-237-4850
engaged in non-traditional
media. Prior to us putting
together their dealer programs,
pretty much everything they did
was just your basic traditional
media – print, radio, a little bit
of television. And so they had
this dealer force of 600 dealers
that weren’t engaging in social
media and weren’t engaging
in any digital activity. And we
brought them into that fold.”
What was that process like,
getting them to warm up to the
idea of introducing a digital
component to their media mix?
JD: “It was really challenging
because most of the dealer
principals are probably in their
50s or 60s and were really
opposed to doing a lot of
digital or spending money in
social media at all. And so we
started out by doing educational
sessions. And it probably was
two years of educating dealers
before we really started getting
them to buy into it. And now I
would say probably 40 percent
of their dealer channel engages
in it in some manner.
WHO THEY ARE
Flint Group is a full-service
branding, marketing, advertising,
public relations and interactive
business with clients all over the
world. They pride themselves
on blending art, science and
technology to tell stories, change
minds and build meaningful
connections.
They believe in hiring based
on talent – not location – and
it’s afforded them the ability to
bring people onto their team
who represent all facets of
marketing communication, from
strategists and project managers
to specialists in social media,
email marketing and crisis
management, among others.
While Flint Group's work
frequently includes clients
at the national level, the firm
maintains a continued focus on
regional clients and community
involvement.
“But we make it super easy for
them. We give them information
on exactly what they should do
to engage in it and the different
steps they need to take. And
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