PrairieCoast Equipment (PCE) is a John Deere dealer serving nine locations spanning two provinces (Alberta and British Columbia). The company has nearly 40 years of industry experience catering to the specific needs of full-time producers involved in the agriculture and commercial landscaping industries as well as acreages and hobby farms. PCE is committed to providing their customers with quality equipment, unmatched support and industry-leading service.
PCE had a small, in-house marketing department that needed some enhanced structure and support to better manage and maximize their overall marketing efforts. More importantly, they wanted to increase market share by looking outside of their traditional farmer/producer markets. This required a new, digital approach – one that they had limited previous experience with.
PCE engaged CREW Marketing Partners in Surrey to review past and current marketing activities while helping them put a strategic plan in place for upcoming quarters. In addition to recommending best practices, we also brought a more balanced media mix to their marketing efforts that more accurately reflected the buying behaviors of target audiences in their three regions (Coast, Interior, Prairie).
An Online Overhaul
PCE’s website was outdated and didn’t serve as a focal point of the business. Since it wasn’t mobile friendly, potential leads were being lost. A site overhaul that included UX analysis and liaising with John Deere Corporate strengthened online presence and presented a more cohesive brand. Analytics and reporting provided opportunities for reviewing the overall user experience and making recommendations for improvement.
CREW helped PCE launch their first ever digital marketing action plan. This included strategic implantation of several components such as paid search, display and social media advertising. The results were immediate and impressive with all three platforms generating new traffic that translated into more new visitors coming to the new PCE site.
Powering up Email Marketing
Since PCE had little experience with remarketing to existing and past customers – and to maximize the long-term impact of their marketing dollars – CREW set up data capture for them then developed a formalized email marketing program. PCE can now target past equipment purchases with parts and service offers, bring customers back for regular maintenance and keep them apprised of equipment and accessory news from John Deere.
increase in new website traffic
new equipment inquiry submissions every month
Focusing on a solid, well-planned strategy that also incorporated proven, new marketing activities was a game-changer for PCE. The digital marketing plans that CREW put in place were extremely successful and helped PCE compete for business in ways they hadn’t done before.