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Kayla Wright
- 1. #DeereSighting College Campus Edition
- 2. John Deere: Brand Description Founded in 1837 For “those linked to the land” Agricultural, construction & forestry Fortune 500 company
- 3. The Issue
- 4. Target Audience • Younger demographic • College males age 18-25 • Agriculture & Construction majors
- 6. Promotions & Sponsorships Sponsored by John Deere
- 7. Campaign Budget Promotional Items $32,000 (price quote per 5k hats, 5k coozies, 10k stickers, 5k tshirts, three large banners) Transportation of Tractors to quarterly events $10,000 Sponsoring four large national events $400,000
- 8. John Deere Sales 2016
- 9. Conclusion
- 10. Works CitedJohn Deere Website http://www.deere.com/ https://www.deere.co.uk/en_GB/media/images/our_company/news _and_media/press_releases/2013/oct/JD_training_group_B_Ag_Part s_Tech.jpg
Editor's Notes
- Since 1837, John Deere has been committed to providing “those linked to the land” with the best manufactured agricultural, construction, and forestry machinery products. John Deere is a Fortune 500 company as well as a Fortune Global 500 company. The company slogan, as many of us are familiar with, is “Nothing runs like a Deere.”
- Compared to other Fortune 500 companies, John Deere lacks a significant following on their social media sites including Twitter and Instagram. Although the brand name itself has carried over many years without the use of digital engagement, the younger demographic that typically uses these social media apps are beginning to feel unengaged with the brand. John Deere may fall under the radar if competitors like CAT implement social media strategies and override the historic John Deere brand.
- Like most company’s new media strategy, reaching the younger demographic is the ultimate goal. For John Deere, their typical audience is an older crowd. For this campaign, allowing younger college gentlemen pursuing degrees in Agriculture and Construction to represent the company on campus will gain their loyalty for a lifetime as they are able to engage with a brand and eventually be an owner of John Deere products for their practice.
- John Deere should allow campus representatives to take over their Twitter, Instagram and Facebook accounts to share a voice that personifies a Farmer or young gentleman. These accounts must be consistent to that particular voice and can use hashtags such as #TheDirtyWork to display the different tasks that John Deere products can accomplish while using other supportive hashtags to assure people that these jobs are not exclusive to men. Daily posts should be on housework, gardening, farming, agriculture and construction tips for those that like to get their hands dirty, with a sense of humor. This will increase a positive image for the company instead of generic posts about their machinery.
- My strategy to revamp the John Deere brand is to make John Deere a huge sponsor for events such as Faster Horses Festival (country music festival) or The Kentucky Derby. In a way similar to Red Bull, John Deere can pump up a crowd by offering field events such as tractor racing and allowing consumers to operate the newest tractors on the market right there on the scene. They can resonate with many people if they also provide prizes and free promotional gear and a kids’ section where they can play through a maze of barrels of hay and win big at the end. Celebrity endorsements from agriculture geniuses or country music artists would always be a good addition to the project. A great way to get this going is to start hiring college campus representatives for the position. They can be on-site at these events to give out information and demos of products. This is a brand that could never die as long as the younger market is engaging with it. By using a simple hashtag such as their original #DeereSighting, this will spread the campaign virally and get the younger demographic engaged with what John Deere is doing.
- The budget to provide sponsorships for large events such as these is to be determined by the event. To test the success of the campaign on a smaller scale, John Deere can begin by hiring representatives that can set up on campus using just a table and some stickers or promotional items to pass out. If John Deere found a representative from each state and sent them a package of $100 worth of items per month, the initial start-up budget to test the waters could be about $32,000.
- John Deere’s sales are dependent upon equipment parts and service. This is why it is important for John Deere to bring in their newest equipment for consumers to try out at large sponsorship based events. JD representatives can educate consumers on the financing options provided by John Deere.
- By John Deere investing in the younger demographic and allowing people to engage with the brand in person, their online presence will prosper.