Massey Ferguson Dare to Compare Direct Mail and Demo

SELECT MASSEY FERGUSON® DEALERS
MF12-015BMB
May 2012
Massey Ferguson Dare to Compare
Direct Mail and Demo Campaign
Available for 2012
We are pleased to offer the Dare to Compare Direct Mail and Demo Campaign*. This direct mail
and demo campaign will aggressively target Kubota and other competitive owners and challenge
them to compare against comparable Massey Ferguson® compact utility tractors, side by side.
Prospects who take the challenge and purchase during this promotion will be offered exclusive
savings. *program not valid on 2600, 2600HD and 5400 Massey Ferguson tractors
This is a unique program as it allows dealers to target competitive owners through a strategic,
multi-touch marketing effort. Massey Ferguson, through AGCO Direct, will provide assistance on
managing the program administration. In addition Massey Ferguson will offer:
 A rental reimbursement up to $500 of Kubota or other competitive rental provided the
dealer meets program requirements
 Support to active dealer participants throughout the program
 Drive quality prospects into selected dealerships
 Provide lead lists used in each dealer’s PAR for the mailings, if requested
 Access to current programs and discounts to use to convert customer to sale
PROGRAM GOALS
 Dealer to conduct demo events for customers to compare Massey Ferguson tractors with
competitive equipment
 Showcase the differentiating customer benefits Massey Ferguson tractors offer
 Dealer to promote competitive event and sell the value of Massey Ferguson tractors
 Convert competitive owners and close sales
WHAT YOU GET
When you enroll in this program, AGCO Direct will provide the following components to help you
promote your event:
 “Save the Date” mailer
 Invitation mailer
 Reminder Postcard mailer
 Post-Event “Thank You” per mailer
 Custom Landing Page
 Radio ads, Point-of-Purchase material, and print advertisements available
HOW IT WORKS
 Six weeks prior to your event (dealer chooses best time for the event), you will work with
AGCO Direct to secure a mailing list and begin planning your event. AGCO Direct will
provide dealer with an online banner ad that you are required to place on dealer website.
 Five weeks prior to the event, prospects will receive a “Save the Date” postcard, with the
official invite being sent out two weeks later.
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Finally, one week prior to the event, prospects will receive a reminder postcard,
encouraging them to come in and compare their Kubota or other competitive tractor to a
comparable Massey Ferguson tractor.
DEALER COMMITMENT
In order to receive rental reimbursement, you must fulfill the following requirements:
 Have access to Kubota or comparable competitive machine for comparison demo
 Have proper inventory of eligible Massey Ferguson equipment
 Demonstrate the value and customer benefits of the Massey Ferguson product against the
competition
 Participate in dealer direct mail promoting the program (3 mailers)
 Place an web banner ad on dealer site
 MUST utilize the landing page and redemption tool provided (this allows for tracking and
lead nurture)
 RSVP – Post-visit direct mail “thank you”
 Lead capture survey – Post-visit email follow-up
 Have proper inventory of eligible Massey Ferguson equipment
 Demonstrate the value of the Massey Ferguson product against the Kubota
 Assign one person as the primary program contact at your dealership
DIRECT MAIL CAMPAIGN
The direct mail program will be administered through AGCO Direct. There will be a series of direct
mailers available to send to your customers. You can choose your customers, and use
supplemental lists from industry resources. This program is on-going through 2012, and we
encourage you to sign-up today.
DEALER ACTIONS
 Sign-up for the program via the sell sheet attached or when AGCO Direct contacts you
directly
 Discuss the program details with AGCO Direct and sign the program pledge form
 Educate your sales teams on the customer features and benefits of Massey Ferguson
tractors
 Plan your demo event
 Engage with your customers and perform a competitive comparison
 Follow-up with your customers to convert the assessment to a sale and take advantage of
the competitive program offers
 Track and follow your leads through AGCO’s Engage lead management tool
WHO IS AGCO DIRECT?
AGCO Direct is AGCO Corporation’s professional advertising and promotional support team. They
are dedicated to helping dealers produce cost effective marketing content that accurately promotes
the Massey Ferguson brand, while generating traffic to your dealership. AGCO Direct is supported
by AGCO’s partner, Flint Communications in Fargo, ND. They are our valued partner for dealer
marketing support.
Please direct program inquiries to:
AGCO Direct
Email: [email protected]
Phone: 866-256-0025
Online: www.OneAGCO.com
You can access the AGCO Direct online portal by
logging on to OneAGCO.com. Navigate to the
Marketing tab section on the right-side, click the link
called “AGCO Direct: Dealer Direct Marketing
Portal.”
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Dare to Compare Direct Marketing Campaign
Questions? Call 866.256.0025
THE PROGRAM
This direct marketing campaign targets Kubota owners and challenges them to compare against the Massey Ferguson®
tractors, side by side. Prospects that take the challenge and purchase during the event will be offered exclusive savings.
WHAT YOU GET
When you enroll in this program, AGCO Direct will provide the following components to help you promote your event:
$
1.00 per mailer
• Save the Date $
• Invitation
1.00 per mailer
$
1.00 per mailer
• Reminder Postcard
• Post-Event “Thank You” $1.00 per mailer
• Custom Landing Page $50 setup fee
• Event Plan & Checklist
FREE
• Social Media Plan
FREE
• Lead Nurturing & Engagement FREE
Other material is available upon request, including: radio ads, Point-of-Purchase material, and print advertisements.
HOW IT WORKS
Six weeks prior to your event, you will work with AGCO Direct to secure a mailing list and begin planning your event.
AGCO Direct will provide you with an online banner ad that you are required to place on your website. Five weeks prior
to the event, prospects will receive a “Save the Date” postcard, with the official invite being sent out two weeks later.
Finally, one week prior to the event, prospects will receive a reminder postcard, encouraging them to come in and
compare their Kubota to your comparable Massey Ferguson tractor.
YOUR COMMITMENT
In order to receive rental reimbursement, you must fulfill the following requirements:
• Have access to Kubota machine for comparison demo
• Have proper inventory of eligible Massey Ferguson equipment
• Demonstrate the value of the Massey Ferguson product against the Kubota
• Participate in dealer direct mail promoting the program (3 mailers)
• Place an web banner ad on your site
• MUST utilize the landing page and redemption tool provided (this allows for
tracking and nurture)
– RSVP
– Post-visit direct mail “thank you”
– Lead capture survey
– Post-visit email follow-up
HOW TO ORDER
To participate, you must order and send your logo (if available) to AGCO Direct at least six weeks prior to your event.
EMAIL: Fill out the order form below and email it to [email protected]
FAX: Fill out the order form below and fax this page to 701.234.9680
ONLINE: www.OneAGCO.com
You can access the AGCO Direct online portal today by logging into OneAGCO.com. Navigate to the marketing tab, and click the link called “AGCO Direct: Dealer Direct Marketing Portal”.
 Yes, I’m interested!
Fill out and return this form to be contacted
as first priority by AGCO
Direct, who can answer any questions
and begin the enrollment process.
EMAIL: [email protected]
FAX: 701.234.9680
CALL: 866.256.0025
Please fill out and email back to [email protected] or fax to 701-234-9680.
Dealership Dealer# Contact Name Telephone Email Offers and creative are subject to change. Participating dealers will be notified of any changes prior to mailing.. AGCO Direct programs are managed by Flint Direct, Fargo ND.
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