Where Do You Look First or Most For Tractors and Attachments?

[Larry The Tractor Guy]

Hello Group...I am really looking for some feedback here from the knowledgable tractorbynet forum users.

I am a sales manager for a New Holland dealer in upstate New York and I also hanlde all the marketing and advertising. Its a tough chore trying to figure out where to advertise our tractors and products. I post ads in trade magazines like Farming, Eastern Farm and Livestock, Farm and Ranch Connection, Country Folks, Fastline, local newspapers and many many more. Its very expensive to put 1/4 page or better ads in most of these publications. some are as much as $2,000 for full page with color!

My question is, what is working? Where do you look first and mostly when you are in the buying market for a tractor or any size? Do you think New Holland does a good job on brand recognition? Have you ever seen commercials on your local TV stations for NH equipment? Do you use the websites, or the Yellowpages, or forums like this to figure out who sells what and what to buy?

NH has been at it for over 100 years and they still leave the majority of the advertising up to the dealer. They put together adcopy to use in newspapers but there is never enough to choose from. Do you always know when NH has 0% financing on certain models? I just think we are missing some of the business simply because we are not putting the word out in the right places and it costs way too much to advertise in every possible place!

I produce in house TV commercials and also do some radio ads too but even that is hard to gauge as to effectiveness. I know the TV stuff works mostly but with people fast forwarding through commercials no a days I have to wonder if they even see it.

We sell an awesome product with the NH line and that is the only line we sell. We have been going at it for 40 years strong. I just hate to think someone would pass up the opportunity to drive a NH because they didnt even know what we offered.

I would truly appreciate any feedback you could give me on this. If you could, take a moment and visit our website (link in sig below) and tell me if you think it is informative and useful.

Thank you very much for your time and input!

 

[Nissan197]

Well I received my new issue of "Hobby Farms" and I don't recall seeing a New Holland ad in it. The first two pages is a spread advertising Farmtrac and the inside of the back cover is Kioti. JD, Montana, Tym, Lenar, Branson, Cub Cadet, Kubota, MF, and Bobcat are advertised in the middle. I live about 5 miles away from a NH dealer and drive by quite often while working. That is how I find out if NH is offering 0% or what they have on their lot. The only other close dealers in the county I live in sell Mahindra and John Deere. I also really look at dealers websites. It is really great when they keep them updated. Reference tv, I am sure I have seen a NH commercial, but I cannot remember when. I always am seeing JD commercials.

 

[Kubotasrking]

Hello Group...I am really looking for some feedback here from the knowledgable tractorbynet forum users.


I would truly appreciate any feedback you could give me on this. If you could, take a moment and visit our website (link in sig below) and tell me if you think it is informative and useful.

Thank you very much for your time and input!

Your question has been what I've been living for a year.... I have been shopping for a new tractor for over one year, and if I am indicative of the market, no method of advertising you mentioned would've swayed me to purchase a particular brand. (BTW, I purchased my NH TC-45DA today).

I've owned tractors in the past and found that some things were essential to me on any tractor I purchased. First, I decided that I wasn't interested in grey market..not that they aren't good machines...just wasn't interested in anything that didn't have some years and many dealers behind the product. Secondly, I decided I wanted >40 HP, HST, and SSQA capability. The list began to narrow down...Then I looked at my personal comfort, etc.. and found that NH had a great location for the loader control, swivel seat, super steer, a great reputation, and a lot of dealers within 100 miles of our home. So, then it was simply deciding between a TC40 and 45...the 45 was the better price...I bought the TC45.

For folks who have owned a tractor previously, my guess is they find out what they like and don't like about their machine, and decide accordingly. At least that's what I did. I might even have to change my handle eh?

 

[Larry The Tractor Guy]

Nissan197..

Thanks for the feedback...so are you saying that as you drive by the NH dealer they have signs up or letter signs by the road or writing on their windows advertising 0% sales or other events or do you actually have to stop in and go inside to see what the specials are?

When you drive by the dealership, how often does the layout of the tractors and equipment change? Does it look like there is "something going on" all the time?

As far as the Hobby Farms magazine, again that would be up to your local dealer to buy some ad space in that magazine. Might be something you could mention to them when you stop in for service or parts. Marketing people are always looking for feedback on what works and what doesnt. Its always nice to hear "hey, I saw your ad in...."

Thanks again..

 

[Larry The Tractor Guy]

Your question has been what I've been living for a year.... I have been shopping for a new tractor for over one year, and if I am indicative of the market, no method of advertising you mentioned would've swayed me to purchase a particular brand. (BTW, I purchased my NH TC-45DA today).

Thanks for the feedback and CONGRATS on the TC45 purchase...you made an excellent choice if I do say so myself!

Because you are a prior tractor owner, you had a good idea about what you wanted in your next tractor based on your current one. That helps quite a bit in making an informed buying decision.

When you were narrowing down your choices, what methods did you use to evaluate what was out there? Did you simply drive to your local dealers and get in the seat and drive it around? did you ask friends, relatives, or others that already owned something simalar to what you had what they liked or disliked? Was it the tractor itself, the price, or the financing that swayed you to buy Blue?

Again, thanks for the feedback and your thoughts!

 

[jbrumberg]

Larry:

I liked your website. It appears that all my local tractor dealerships rely on "word of mouth", name value, brand loyalty, and dealer longevity for their sales. Only the local John Deere and Kubota dealers and TSC have good locations within my immediate area. Personally I get most of my information about tractors and attachments from the internet and manufacturer's websites. TBN is now my primary initial source of product information with manufacturer website follow up. My last attachment purchase was a CCM tiller through internet search telephone order and internet e-mail follow up. I go to the dealerships to look at the actual implements if they are available, but unfortunately most local dealerships do not carry a lot of attachment inventory. I lean towards NH tractors due to brand loyalty due to history and my relationship wth the family owned dealership (who still live in the world of microfiche ). They are definately "old school", they do not have a show room, and you will get dirty visiting them , but they live and operate by their handshake and their word ! Jay

 

[Oleozz]

Our Kioti dealer has started to put half page ads in the Saturday edition of the local newspaper. The ads are on the back page so when you open up that section of the paper you can't miss it and they are in color. They are extremely effective and I have a feeling that he's sold quite a few tractors from his weekend ads. He always mentions financing and then has some pics of Kiotis at work or a testimonial from a satisfied Kioti owner.

 

[jinman]

Hello Group...I am really looking for some feedback here from the knowledgable tractorbynet forum users...

...I would truly appreciate any feedback you could give me on this. If you could, take a moment and visit our website (link in sig below) and tell me if you think it is informative and useful.

Thank you very much for your time and input!

Larry, I looked at your website and I sure do have an opinion. I don't like it! Now before you think this is going to be a rant, forget it. I just believe in stating my position right up front and I will offer what I consider to be constructive criticism. So here goes...

1. Get rid of the red. Red printing hurts people's eyes and actually will make them hostile if you put to much of it up where they have to look at it. Yellow printing on a red background is the worst, and I didn't see any of that. There is nothing wrong with using dark blue on a light background and very light blue, gray, or white on a dark background. Use bold, different font size and all caps to draw attention to very short phrases up to about three words. If more text than that, DON'T USE CAPS. (See how that stands out?) Also, don't use too many colors. It will look like a mess and you will lose all the impact of having any special color. When it comes to text, there is nothing wrong with black text on a light gray background. Bright white is hard on the eyes, but if you cool down the background to light gray it is easier to read.

2. Don't use centered text for anything but labels or headlines. For paragraph text, make it left justified. Your readers will be more likely to read it and you will get your message across. If you make reading hard, most people will read a couple of lines and then move on. Make lists bulleted lists instead of centered lines that look like titles that are supposed to be clicked. You could use little tractor outlines or something similar for bullets if you don't like circles, squares, or diamonds.

3. Make clickable items appear as folder tabs along the top or side of your screen. Don't make people have to search for things like "For Sale" or "For Rent" that are kind of hidden over there on the right side of the display. Remember also, that people read from left to right, so a menu on the left side is more likely to be seen than one on the right side. Save that right side for special banner adds or even animated adds that will draw attention.

4. I LIKE the photo adds with the prices below them. I could not help but click on several of those. That is a great way to use screen space. If it were me, I'd have some of that for both new and used equipment along the top of my page before all the text and titles and lists.

Okay, that's enough for now. I don't want to keep going on and on because you will soon ask to see a website I have designed ,and I'll have to tell you there are none. What I do for a living is design pilot training ground schools. These have to keep people's interest for 7 hours per day in a classroom over 5-8 days covering the same subject day after day. If that is worth anything, then maybe I have some credibility.

 

[jwstewar]

Larry, I liked your website. I liked the design. The font you used made up for the all caps and didn't find that it was difficult to read. The only thing I would change would be to put the navigational links on the left where most people are used to finding them. I know you are still working on it so maybe you will in time. I would make the items you are list a link to that item.

As far as how do I find out what is going on? Usually from here at TBN. Once in awhile I'll see something in the New Holland magazine about special offers. Other than that, unless you stop in and talk to the dealer you have no clue. Unfortunately my main dealer is what I would call a small dealer but high volume. He is indepently owned business but there is a large farm base around that he services. It is hard to walk in the place from March to October and not have to stand in line. He does move the tractors around some on the lot, but that is about it. But with him running with fairly low overhead, it helps him keep his prices lower. I know the tractor itself was a few thousand less than the "big" dealership in Columbus and all of his filters are 10 - 15% less. Sure makes me keep supporting him.

 

[Kendall69]

Hi Larry,

Now it’s my turn. You were and ARE a great help to me already on the buying a NH thread here, so now perhaps I can pay you back a little.

One of the greatest marketing tools today is the web and places like this. A lot of people start their search just by typing in some basic words, tractor, Jeep, Lexus, Van , Ford etc. Now depending on how you are embedded with the various search engines and your “meta tags” ( hidden text in your web site that makes your site pop up).

Granted ad’s from the manufacturer in major farm magazines helps, but you sorta only care that people come to YOUR site and buy from YOU. When you site or you becomes “viral” then people here and on the web just know your the place to go to period, like some of the advertisers here. Seriously is there anyone on the planet that hasn’t heard of Carver, if you own a Kubota?

Now for the web. Personally I think ALL manufactures sites are rubbish. With space on the web unlimited, why don’t manufactures spend more time showing and explaining their equipment to the lay person.

Manufacturers and dealers will show you product (x), and explain the tech stuff, weight, size, height etc. but they do not explain in laymans or moronic terms what the heck the thing does how and why.

Here’s one example on New Hollands site: Up to four rear remote valves are available. TN-A Series tractors.....OK, now, what would I need four valves for , give me some REAL WORLD examples, just pretend you are talking to a 5th grader. Do I need four valves for a combine, a snow blower, to help make it fly WHAT???? I think Manufacturers and Dealers just think we consumers know what the heck we are looking for and we will call up and read down our shopping list, then they will fill out the paperwork and voila, you have a sale.

Have you noticed that people take month’s and month’s and month’s to purchase a tractor, why is that, I’ll tell you, it takes that long to make an educated decision because it takes Soo long to learn all the idiosyncracies of the various tractors.

On my current tractor, I didn’t have time to spend years lerning tractor speak, so I came here listened to one of the smartest guys here on the boards and purchased what he did. He sounded so ****, I figured this guy must did his homework, so I will just glom onto his knowledge.

That may sound absurd, but it worked for me. Now, that I have a little tractor speak behind me, just enough to make me dangerous, I’m again on the search for my last tractor ( HUH!)

For me what John Deere has done with the click here and build your tractor is a brilliant tool for you the dealer. Why, because I can take my time and build my dream machine by clicking EVERY option and implement, getting slapped in the face with sticker shock, whittle it down to FULL RETAIL, then talk to a dealer who will discount it from there, and I the consumer feel like I just made a great deal.

Lastly, by supporting people here and being as active as you have been will make people like me, buy from people like you, wherever you are in the Country.

I live in Southern California, and am ONE MILE from a Kubota dealer, yet I purchased my tractor from North Carolina - why does that happen, how ids that possible. Dealer attitude. The web has made the entire world “ your local store”, long gone are the days of I’m the only dealer within 50 miles so YOU HAVE to buy from me BUHAHA!!!

The dealer in North Carolina was outrageous, he send me digital pictures of the progress of my tractor with each option he installed and kept me up on the progress and timing, a lot better than I would have got from my local guy. The dealer did his job, and when the tractor arrived I took it off the truck, and started working that minute and it hasn’t stopped yet.