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Agrimarketing : June 2008
I am the frontier. And the dust bowl. And abundant waves of grain … I am the next chore. The next crop. The next harvest. The next opportunity. I am your tractor … I am Massey Ferguson . The heart of the farm. And the joy in the work. This is just a snippet from Massey Ferguson’s “Spirit of the Brand” campaign, also featured on www.mymasseyferguson.com. The new branding campaign, which launched in 2007, focuses on the essence of the farming experi- ence, coupled with the history and legacy behind the Massey Ferguson brand. To showcase the brand, Massey Ferguson created its farm show exhibit for customers to share their experiences and passion for their equipment, to learn more about the Massey Ferguson products and company history, and to answer any questions on equipment use and function. MUCH MORE THAN AN EXHIBIT “What we’ve created isn’t really an exhibit. I like to refer to it more as an experience for customers,” says Phil Jones , Brand Marketing Manager for North America. “It brings the Massey brand to life and is meant to invoke feelings of pride in being a Massey customer.” The Massey Experience debuted at the Sunbelt Ag Expo, Moultrie, GA, in fall 2007 and contains some- thing for everyone. The exhibit takes visitors through several distinct areas from a walk through Massey’s history to a chance to ask questions in a sit-down with Massey Ferguson representatives. We asked Jones to walk us through the new exhibit, providing a sneak peak of the Massey Ferguson experience prior to the 2008 farm show tour. Entering the exhibit, the welcome center greets guests and makes product literature, CDs and sign-in stations available with drawings and giveaways. A fun area for kids is also provided with coloring sheets and the opportunity to win a prize, such as a pedal tractor. The Massey Café treats customers to cookies and coffee. THE CUSTOMER EXPERIENCE Massey Ferguson also has a full staff of experts on hand to answer ques- tions and provide information on buy- ing a tractor. A dedicated “Ask the Expert” area allows customers to sit down and talk to Massey representa- tives about advice on how to use their tractor, servicing tractors, or warranty questions. There is also financial infor- mation available for customers inter- ested in machinery quotes, or to answer other financing inquiries. “We are trying to portray the availability of all the resources Massey offers customers,” says Jones. “The ‘Ask the Expert’ area is all about the experience of owning a Massey and demonstrating the ser- vice our customers receive.” Moving on, participants walk into the product showcase, high- lighting all equipment sold by Massey Ferguson, from compact and row crop tractors to hay tools and implements. The tent is large enough that certain pieces of equipment can be exhibited on the floor. For example, at the Sunbelt Ag Expo, the Massey Ferguson 2600 Series utility tractor was being intro- duced. The 2600 Series is unique, because it is customizable, and the floor model was used for demonstra- tions on the seven ways customers could “build their own” 2600 utility tractor to create the right tractor for their needs. “We then used an interactive game showcasing all seven ways a customer can customize the 2600 series,” says Jones. “It really rein- forced the message in a fun way.” The Massey Ferguson store is always popular, selling a variety of shirts, hats and toys. “Merchandise, wearables and toys are a big hit in this industry, and sales have been up due to product placement in the store,” says Jones. 20 AgriMarketing ¦ June 2008 THE MASSEY FERGUSON EXPERIENCE by Stephanie Veldman, Broadhead + Co. The Massey Experience is a unique showcase of the Massey Ferguson brand that allows customers to share experiences, learn more about the Massey Ferguson products and company history and to answer questions about equipment.
July August 2008
Canadian Agribusiness Employer Guide 08