www.farm-equipment.com/articles/16103-3-brand-beyond-the-iron-is-our-brand-presenting-the-image-you-want-across-thousands-upon-thousands-of-interactions-with-customers

#3. Brand Beyond the Iron: “Is Our Brand Presenting the Image You Want Across Thousands Upon Thousands of Interactions With Customers?”

Jeff Bowman

September 22, 2018

So, if you’ve bought in to #1 and #2, then a lot more customer touches can help get this growth done, right?

If you’re about to multiply and magnify the touches with customers (doubling down on your efforts with search, videos, Facebook ads, etc.), first do a quick check to see if you’re missing anything in how you’re presenting your brand. Each touchpoint across all these new channels should be seen as an opportunity to strengthen that brand message for you.

“We want our customers to see that we're not just horsepower, breakout force and drawbar pull, but their expert team, with the experience and tools to help them succeed and understand what's coming next…”

For Titan, a quick scan revealed gaps and opportunity. For example, something that we weren’t presenting to customers as effectively as we thought we could was the precision aspect of the business. We have some newer partnerships with Farmer’s Edge, Raven and AgriSync to provide improved product and precision support. And we want our customers to see that we're not just horsepower, breakout force and drawbar pull, but their expert team, with the experience and tools to help them succeed and understand what's coming next.

The other aspect about the brand is the identity (look and feel), the voice (spoken and written) and the experience (products/services, people/behaviors, pre- and post-service support, and store experience). We’re focused on showing our expertise, that we’re authentic, approachable and that we’re there in the dirt with them, helping them solve their problems. That we are innovative but also can be trusted.

The point of all that is we now have the words written as a foundation for communication so that our sales team, and especially our marketing team, can communicate in a consistent voice to the customer, presenting a unified and strong message, even with 100 different stores.

Titan Machinery’s Jeff Bowman: 7 Key Changes to Transform Dealership Marketing

#1. Own Customer Growth: ‘Nobody is Better Suited to Drive the Growth Agenda Than the Head of Marketing.’

#2 Build the Waterfall: Align Marketing, Sales & OEM from Top to Bottom

#3. Brand Beyond the Iron: “Is Our Brand Presenting the Image You Want Across Thousands Upon Thousands of Interactions With Customers?”

#4 Pull The Triggers: From Dirt to Decisions: Unearthing the Value

#5 Make Moments Core to Your Business

#6 Finish Strong Online

#7. Change the Game

Jeff Bowman

About Jeff Bowman, Chief Experience Officer, Titan Machinery, West Fargo, N.D.: With 20 years of experience as a leader in driving business technology, Jeff Bowman brings inside knowledge of how intelligence driven marketing can change the game for farm equipment dealerships. Bowman spent 7 years at Caterpillar as the director of Customer E-Business and Global eBusiness Manager, focused on defining and executing the company’s strategy to transform the digital customer experience. Now serving on Titan Machinery’s executive team, Bowman leads the marketing and digital efforts for the $1.3 billion operation with over 100 locations in the U.S. and Europe.