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John Deere mandi Campaign Beyond-Metro

Rural and small town marketing

05Client: John Deere, Touch Point: Mandi

Objective

The TG was targeted by inducing test drives in them and counseling & educating them about the features of product. The idea was to generate effective market penetration & register top of the mind recall.

Campaign Route

A branded product display van was used with a tractor mounted on the van. The van had the feature of mounting and unmounting the tractor.

Activity Overview

The basic agenda for choosing the Mandi as target area was to time our campaign at the time when TG has cash at disposal and are in right mind set to decide which brand of tractor to go with.

To attain the same, we have been encouraging the target group to test drives our tractor. This raises their curiosity and in turn helps on ground team initiate a dialogue with them.

For ensuring so, mobile VAN has been especially designed for the campaign that has the facility to load & unload a John Deere Tractor on it. Besides the crew consists of a Demonstrator, and a Sales person (of the dealer), who tend to mandate test drives & initiate a dialogue with the farmers & other prospects.

Route Plan

The activity happened from Monday to Friday in Mandis and Saturday-Sunday in villages according to the route plan.

Interaction

A technician and a product demonstrator were present along with the van to sort the queries generated during test drive of the product. The leads were generated and the customers taking test drives were gratified.

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