Awareness from customers in general about many products and services we offer has been positive. We get significantly more email leads & inquiries today than we did a year ago.
– Chad Hochstetler, Sales and Marketing Manager, Rickreall Farm Supply
Digital products provided flexibility and broadened reach
Rickreall Farm Supply sought to expand its geographical and industrial customer base. They used promoted search and featured ads to promote their products through the spring buying season. As a result, promotions exceeded inventory, qualified leads increased, and the dealership’s reach has expanded outside the Willamette Valley.
Marketing to many generations and new customers
Rickreall Farm Supply is a farm equipment dealership in business in the Willamette Valley for 70 years. They offer Kubota, STIHL, Woods, Land Pride, Wacker Neuson, plus service and product support after the sale. The company has been an advertiser with Capital Press in print for almost two decades.
Small acreage farms remain a strong customer base. They also saw an opportunity to serve homeowners, businesses and cities. Marketing to many generations and varied customers required a shift in their advertising approach.
Flexible listings power promotions
Rickreall Farm Supply listings combined with promoted keyword search terms to compliment print advertising. Digital listings are flexible and can change as often or little as necessary.
For new equipment, the listings push promotions and help build brand awareness. They also now list used equipment on the marketplace with more detail on items . Featured ad listings draw interest from the broad readership of capitalpress.com.
Demand exceeded supply
This spring and summer, focused phone calls and emails grew from a few per week to several per day and traffic to the company website has grown by 15%.
“It has generated more leads. People call with more intent and are more knowledgeable about the specific lines we carry.”
Adding individual pieces with more details has helped sell more used equipment. The ability to list them quickly has reduced the time from trade in to sale by days. In addition, Rickreall Farm Supply’s customer base has expanded into southern and Central Oregon.
Each season, Rickreall Farm Supply participates in Kubota’s popular tractor rental program. This spring, the fleet of equipment listed on Capital Press Marketplace was fully rented for the season.
“We could have rented 10 more tractors this year.”
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