Sue Otten, ABC*
Marketing Strategist
• Business Development / Sales
• Social Media/Digital
• Branding / Product
• Communications
– Public Relations – Crisis Management
*accredited business communicator
Business Development New & Existing Clients - Buy - Buy More - Buy Faster - Buy Again
BUSINESS DEVELOPMENT: Solution Seminars
Live & Webinars
• Total Solution • Co-Sponsored (funded) by: - HW & SW Suppliers - Dealers - Consultants • Proven Process - Seminar - Follow-up - Close Sales - Follow-up - Close More Sales • 80:1 ROI - 3000 seminars - 85% budget cuts - $450M revenue
BUSINESS DEVELOPMENT: Tools to Drive Sales
CDs/White Papers/Websites
• Consistent solutions messaging • Dealers/Consultants - Leverage tools to expand reach • Sales tool to drive purchases • Very targeted markets • Sales Support contact - Pre qualify - Schedule meetings - Meeting & sales follow-up
BUSINESS DEVELOPMENT: Sales Tools for Channel
Dealers/Consultants • 100% Channel Funded • Corporate Content • Customized for Local Audience • Local SW Reps • Solutions Training for Channel • Overachieved goal of “10,000 in
2000” Solution Seminars
BUSINESS DEVELOPMENT: Events/Conferences
Target Market: Small Office-Home Office
• 100% Funded by Sponsoring Partners
• Included Selling Dealers/Consultants - On-site training & support - Post event follow-up • Industry Leading
Speakers • Industry education &
training • Strong PR Value - Massive Media & PR Coverage
Social Media Customer Engagement for a Competitive Edge
SOCIAL MEDIA: Award-Winning Results
Author of chapter
featured as sample pages
Conference presenter
Best of 2009 Broadcast PR
Professional Development Excellence Award
Winner
Perfect engagement score, along with Coca-Cola & Delta
Video presentation vs. flooded conference in
Nashville
SOCIAL MEDIA: Build Brands – Build Relationships
Beat competition - Build brand & customer loyalty • Early adopter
• Great Customer potential
– 8.3M Facebook profiles – Average age = 37 years (good demographic VS.
average customer age= 55 years)
• Global content harvesting
• Content curators
– Editors/publishers
– Tools/technology
• Integrated Messaging – PR – Promotions – Tradeshows – Dealers/Distributors
SOCIAL MEDIA: Programs
Blog
• Product sections • Industry & Safety focus • 50 authors representing
140 countries • Corporate = content curators,
not creators • Common platform for best
practices: – Technology – Policy – Legal – Style & voice – Crisis handling
SOCIAL MEDIA: Programs
• 65,000 Fans • 151% increase YoY • Growing global reach: - EAME +63% - EEA +314% YoY - SA +16% - NA +13% • Dealer Fan Pages • Integrated Blog Content • Advertising: Fan Acquisition
SOCIAL MEDIA: Programs
• Quick hit news • Integrated with Blog
content • Different fan base • 4600 followers • 400% increase YoY • Broadens exposure to
industry aggregators - media
- students - researchers - associations
SOCIAL MEDIA: Programs
YouTube
• Showcase AGCO & products • 35+ playlists • +351% subscribers • 600 videos • 600,000 views
SOCIAL MEDIA: Promotions
Farm Dog Photo Contest
• Global Customer Engagement - Everyone loves their Farm Dog! • 860% increase in entrants • 500 Entries • 27 Countries • 18,500 FB views • 5200 votes • Only 140 ‘unlikes” (post 2 wks)
SOCIAL MEDIA: Power of Engagement
Customer Research Panel
• Supplement expensive Voice of Customer
• Low cost/no cost data gathering solution
• Global access • Pre-qualified panelists with application process • Product Photos/Videos for commenting • Polls & Questionnaires • Build a technology community of users
• Early successes showcased tool for other product development groups
• 1st attempt not successful 12 months earlier – Learned & relaunched – Ease-of-use a key success factor
Branding Integrating a Brand Strategy:
NOT Just Acquisition of Brands
BRANDING: Objective
Quality & Consistency
• 30+ Brands Acquired
• Strengthen AGCO Brand
• Focus on 4 Product Brands
• Improvement of: – Higher quality materials
– Global consistency
– Brand differentiation
– Margin improvement
BRANDING: Results - Segments
Smart Power: Producers who are driven to compete and grow their large-scale agribusiness operations
A World of Experience Working for You: Today’s farmers who care for their land & demand dependability
Efficient Technology: Professional farmers who demand a strong ROI from premium advanced technology
Individually Yours: Progressive farmers & contractors who seek solutions individualized to the way they work
Establish clear brand segments
With defined global architecture for each Brand
Communications & Marketing Corporate Brand & Product Brands
COMMUNICATIONS & MARKETING: Corporate Website
AGCOcorp.com
• AGCO Key Messaging • Integrated with Social Media • SEO “Google juiced” • Product -> Corporate focus • Mile wide/inch deep – Drives to Geo, Regional &
Product Branded Websites – Domain Name Policy – Correcting 500+ URLs
Previous
Current
COMMUNICATIONS & MARKETING: Employee Intranet
Women’s Network
• Built on new SharePoint • New Diversity Initiative • Corporate Program • Regional Focus • High Engagement – Profiles – Open Architecture – Discussions – Professional Development
COMMUNICATIONS & MARKETING: Advertising
Global Messaging
• In support of Ukraine tradeshow • Keynote speaker • Technology in Agriculture • Global diversity • Broad product reach • Showcase AGCO & 4 core brands • Develop ad campaign to be
leveraged for other shows/conferences, programs, content areas
• Human Resources • Financing & Rental programs • Emissions programs
COMMUNICATIONS & MARKETING: Brochures
Internal & External Messaging
• HR Recruitment – Global – Supports 27 different HR systems – Broad product reach – Supports diversity – Joint project with Human Resources - Template for Regions/Languages - Consistent image/style • Annual Report • Sustainability Report • AGCO/Challenger positioning – Positions Challenger brand as the only
solution for Russia/Eastern Europe – 3-time award winning materials
COMMUNICATIONS & MARKETING: Public Relations
Press Releases/Web content
• Website – Corporate development – Regional & Brand - Approvals - Posting – Events:Brazil, China, Russia
• Scribd – Archive – Drives SEO – +50,000 reads
• Social Media Content – Integrated – Drives SEO – Encourages engagement
COMMUNICATIONS & MARKETING: Crisis Management
Built a Global Team & Process
• All Locations worldwide – Process & Policy – Training - HR - Communications - Site Leaders – Tools – Ongoing Training Updates – Wallet Cards, customized by country
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