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Agrimarketing : September 2009
42 Agri Marketing September 2009 RURAL LIFESTYLE MARKET UPDATE WEB SITE HELPS SELECT A TRACTOR by Julie Franklin "Oh my gosh, now that we're settled we need a tractor!" "How would I know what horsepower we need?" "Do we need a PTO?" "What is a PTO, anyway?" The landscape of tractor choices could easily overwhelm the newcomer to rural living. Luckily for those who have shifted gears from city living to the "countryside," Massey Ferguson has the answers at www.TractorAdvisor.com. With the just-launched web site, Massey Ferguson is putting today's tractor buyer in the driver 's seat . . . and giving its dealers an edge with customers who might not have a farming background and even with some who do. ONE STOP The site is a one-stop source for con- sumers to break through the lingo of tractor buying, tailor equipment to their work and property needs, discover valu- able tools that help them get ready to eval- uate their options in tractors, and find a nearby Massey Ferguson dealer. With the web site, the company is contin- uing to build on its strategy to address a significant shift in demographics: con- sumers who have moved out of the cities and into non-metro areas. More than a quarter of homeowners in a recent Market Directions study bought homes in a rural area during the last four years. Identifying them as "Rural Lifestylers," researchers explored growth in America's non- metro areas, how those consumers are interacting with brands and media, as well as how they make decisions. This demographic shift has cre- ated an unmet need for information, and TractorAdvisor.com is currently the only website filling this need. "We are committed to helping homeowners get more out of their rural-living experience --- to educat- ing consumers on how to find the right tractor to tackle household and property chores and meet both their short --- and long-term needs," says Tammi Wecksler, Massey Ferguson Brand Mktg Mgr. "While the overall segment has experienced a down- turn, property maintenance and improvement work certainly hasn't changed for those who have added acreage to their households. The tractor purchase is a significant long- term investment and is a major tool that these consumers can use to enjoy life in the countryside." Armed with data and its commitment to this segment, Massey Ferguson tapped Broadhead + Co to create a compelling strategy and the tools to connect rural consumers with its broad product line and vast network of dealers. "The team at Broadhead + Co are experts at creat- ing solutions that benefit our audi- (more on page 44) Massey Ferguson's new web site assists Rural Lifestyle consumers select a tractor, find a dealer and more.
Best of CAMA 2009