John Deere – Case Study

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Client Background

John Deere Logo

Client: John Deere 
Agency: Marketing Drive

Program: John Deere Traveling Mall Tour
Program Type: Product Showcase – Consumer Enticement

Objectives:

  • Entice consumer trial of the new product
  • Drive traffic to retailer for test-ride events
  • Reinforce and solidify the brand with offers that support the Deere positioning

Program Overview

When John Deere wanted to introduce their 100-series lawn tractors, we were asked to put together three teams that would tour the country, setting up events each week in high-traffic, geo-demographically relevant locations (mall sites with Sears as an anchor tenant). Street Teams USA engaged in an extensive interviewing process to select the best of the best! Our tour managers flew to Raleigh-Durham and underwent factory training on the 100-series tractors. The goal was to show mall shopping consumers that John Deere’s new lawn tractors were superior to a brand they might encounter at a large mall anchor store (guess who?). We invited consumers to take a test drive at their local dealership and Home Depot stores.

Execution

Staff Requirements:
We provided three Tour Managers traveling in trucks carrying the display and event materiels from mall to mall, as well as local supporting staff in each market. Some of the logistics included securing vehicles, housing and in-market supplies such as industrial-size helium tanks, as well as coordination with the mall personnel and local John Deere dealerships. A total of 31 malls were visited, with a supporting staff of 93. Our Tour managers logged over 10,000 miles during this 9-week program. As usual, weekly reporting was provided including digital imaging and consumer polling.

Event Materials:
A very large, attractive display was set-up in each mall location and the tractor was provided by the local John Deere dealer. In addition to brochures and sweepstakes entries, we handed out thousands of John Deere branded helium balloons.

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