A challenge for many brands in the agriculture industry, localized marketing strategies can propel brands to greater heights by focusing on more relevant messaging and making larger impacts in geographies that matter most.
A large farm equipment dealer group in the US approached Root+Beta with a need to identify and capture market share in specific geographic regions in the midwest US. Our approach historically had been to place marketing dollars fairly evenly across all geographies, but they wanted to challenge this approach.
In response to our clients’ need, we developed an advanced method of assigning sales-based opportunity percentage scores to each geographic region within the client’s AOR (Area of Responsibility). The farm equipment space had historically relied on market share percentages, yet these percentages did not show a clear picture of overall opportunity.\
Based on these opportunity percentage scores, Root+Beta was then able to allocate budget and effort in key geographic regions, as opposed to focusing efforts in low-opportunity areas.