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Agrimarketing : March 2009
FOCUS ON:MARKETING TO THE RURAL LIFESTYLER UPDATESFROMMARKETERS,AGENCIES Editor’s note:We invitedmarketers and communications agencieswho have successfully served rural lifestyle consumer to share their comments about this uniquemarket. CUB CADET YANMAR Cleveland, OH by Ken Paul Director of Sales&Marketing Hobby farmsmake up about half of the 2.1million U.S. farms, and USDA reports the hobby farmermarket is increasing at a rate of 2%per year as more baby boomers and Gen Xers migrate outside of suburbia. The growth and demographics of thismarket are largelywhat led to the joint venture between industry leaders Cub Cadet and Yanmar to build compact tractors thatwould serve these consumerswho take pride in their property,enjoy caring for their land and value a balance between produc- tivity and plea- sure, simplicity and perfor- mance. For these rural lifestyle consumers, Cub Cadet Yanmar’s pledge has been to not onlymeet, but exceed their expectations. We do this through extensive Paul research and surveys—identifying our customer’s usage needs, pre- ferred features and building those requests into our product line. Our entry level sub-compact tractor, the Sc2400, for example, demonstrates that commitment and insightwith versatility,ease-of-use and lowtotal- cost-of-ownership. Our shift-on-the go technology is a first in its class,while the addi- tionalwork lights on the front of the Sc2400 provide extra illumination to enablework fromdusk till dawn. Finally,with dual hydraulic pumps, the drive systemand implements are powered separately for big tractor performancewith all themaneuver- ability of a small tractor. Aswe exceed customer expecta- tions in our product design,we also pull that philosophy through to our marketing programs,making it eas- ier for customers to experience the product online throughmedia rich Webcontent, like video, comparison views and a completely redesigned Website. Customers can pick up at dealer locations,where our dealers are equippedwith detailed pocket spec guides, print-on-demand litera- (more on page 28) 26 AgriMarketing s March 2009