The document outlines the business case for Massey Ferguson to develop mobile apps, highlighting the necessity of digital engagement for future farmers who will be digital natives. The MF calendar app aims to support current customers with maintenance schedules and help prospective customers experience Massey Ferguson's innovation, ultimately providing valuable data to dealers. This strategy is expected to create stronger brand affinity, streamline customer interactions, and generate leads for dealers through enhanced digital services.

1. MOBILE MASSEY
Massey Ferguson – The Business Case For Apps

2. WHY SHOULD MASSEY
FERGUSON MAKE APPS?

3. WELL…

4. WHAT WILL FUTURE
FARMERS BE LIKE?

5. THE NEXT
GENERATION OF
FARMERS WILL
BE DIGITAL
NATIVES

6. THE NEXT
GENERATION OF
MASSEY
PURCHASERS
WILL BE DIGITAL
NATIVES

7. THEY ASSUME
DIGITAL
SERVICES AS
STANDARD

8. AND
TECHNOLOGY
WILL ONLY
BECOME MORE
IMPORTANT TO
THEIR INDUSTRY

9. MASSEY
FERGUSON IS
ALREADY AN
INNOVATIVE
LEADER AT THE
HIGH END

10. SO THE NEXT STEP?

11. A world of experience. Working with you…

12. IN YOUR POCKET

13. WHAT DOES THE MF
CALENDER APP DO?

14. FOR CURRENT CUSTOMERS
 Regular maintenance is
important for efficiency and
safety of equipment and
workers.
 By getting customers to input
the equipment they own and
their last maintenance checks,
the app can prepare a unique
custom schedule.
 In the case of equipment
breakage, the app also
provides the details of their
nearest dealership.

15. FOR PROSPECTIVE CUSTOMERS
 Displays Massey Ferguson’s
customer commitment and
innovation in a tangible way.
 App can create a more generic
calendar for non-Massey
equipment.
 Shows them where their
nearest Massey Ferguson
Dealer is and their contact
details.

16. FOR CUSTOMERS
 This shows support and
commitment to clients who can
eliminate complicated paper
based systems.
 Allows maintenance to be
shared and logged by the
whole team by syncing devices.

17. FOR MASSEY FERGUSON
 Harvests data from current and
potential customers like
location and age of equipment.
 Provides dealers insights into
the customers with ageing or
regularly breaking equipment.
 The app is a highly branded
and controllable experience.
New and old customers will
gain affinity for Massey
Ferguson.

18. MF gains
warms leads
for dealers
APP STRATEGY
SEO
Trade Press
Targeted
Advertising
PR
Website
User
Registration
Dealers
BRAND AFFINITY
Customer
Data
Equipment
Data
Old customer in
contact with
dealers & new
customers

19. THE APP AS A TIPPING
POINT IN THE SALES
CYCLE

20. CONSUMER DECISION CYCLE
SATISFIED
RECOGNISE
A NEED
SEARCH FOR
INFORMATION
COMMIT TO
PURCHASE
EVALUATE
OPTIONS
Based on McKinsey buying cycle
Satisfied customers perceive they have no problems.
We can only affect them by showing them
something of interest.
Here, customers have acknowledged
they have a need, but many don’t
progress beyond this point.
Here, we must motivate them to
become ‘unstuck’.
Customers look for information
to help formulate evaluation criteria
for their decision. Search can be
based on preexisting knowledge (internal),
and/or through friends, family,
third party sources, or from the
provider directly (external).
Customer decide who they wish
to give their business to and the
emphasis here should be on streamlining
the process. At the end of this stage,
if you delivered as promised,
customers should be satisfied.
Customer has whittled their choices
down to a few options. Here, they
are identifying suitable solutions in
addition to trustworthy providers of
the solution. Both logic and emotion
play a role in making the final decision.

21. IN ACTION WITH
PERSONAS

22. Grew up on the farm.
Only moved away to
study Agricultural
Studies at University.
He is now back on
the farm helping his
aging father.
FEARS MOTIVATION
 Believes that
technology will be
the solution.
 Regularly reads
WIRED and
industry
magazines.
 Wants more
technology on the
farm and so seeks
out technological
solutions to
impress his father.
Jonny Fiske | 22
Shropshire
Arable
210 Hectares
2 Tractors
 Worries for the
future of farming.
 Is scared of
climate change
and worries what
it will mean for the
future of the farm.

23. JONNY’S JOURNEY
Reads
about app
in Farming
UK
Downloads
app
Adds in the
details of
his ageing
tractors
Shows
father the
app &
advantages
of Massey
technology
Drive belt
breaks on
oldest
tractor
Uses the
app to find
his local
dealer
Takes Dad
to dealership
to purchase
replacement
belt
Dad
purchases
Auto-Guide
3000 after
listening to
dealer

24. Took over family farm
in his late 20’s.
Brought up more
land following BSE
crisis. He is assisted
by his two young
sons and contract
workers during the
harvest season
FEARS MOTIVATION
 Regularly reads
Farmers Weekly to
discover shortcuts
to simplify the
complexities of
farming.
 Could be
persuaded to
spend more on
technology if he
could see the
benefit to his
bottom line.
Giles Patterson | 55
Lincolnshire
Dairy
600 Hectares
3 Tractors
 Is annoyed by the
constant increase
of red tape in
farming.
 Spends his time in
the pub criticising
DEFRA and EU
policies in the pub
with his friends.

25. GILES’ JOURNEY
They love it
and quickly
get Giles to
download it
to sync up
Discovers
the
advantages
of Massey
technology
Oldest
tractor
keeps
breaking
down
Local
dealer
messages
him with
relevant
offer
Dealer
walks him
through the
finance
plans
Reads
about app
in Farmers
Weekly
Buys MF 5600
on hearing about
the free comfort
pack
Tells sons
who
downloads
the app

26. Began Dealing
AGCO equipment
after deciding not to
become a farmer like
his father. He is
trusted in the
surrounding area for
his experience,
advice and
knowledge.
FEARS MOTIVATION
 Aware that his old
customers don’t
want to spend
money, he is
desperate for any
excuse to contact
them.
 If he saw
innovative
marketing material
from competitors
he maybe
tempted to
reconsider his
AGCO loyalty.
Martin Donalds | 44
Ireland
Massey Ferguson
Dealer
 His business is
reliant on the local
agricultural
industry that has
been struggling.
 His children are
about to start
university and he
worries how he
will be able to
support them.

27. MARTIN’S JOURNEY
Gains
insight from
Massey on
their
equipment
Customers
repeatedly
getting
parts for
same faulty
tractor
Martin is in
a position
to better
advise his
customers
Customers
more
receptive
having see
Massey’s
care
Increases
sales by
10% in the
next
quarter
Finds out
about app
via Massey
website
Feels cared for
by Massey and
continues to deal
for them
Uses the apps
launch as an
excuse to ring
customers

28. SUMMARY

29. SUMMARY
 This app displays Massey Fergusons commitment to its
customers and desire to be innovative technological leader to
prospective clients.
 MF Calender App also supports current customers in a post
sale capacity, whilst providing a simplified means of
contacting local dealers.
 Massey Ferguson can provide warm leads to dealers with
derived from maintenance issues customers with the app are
having.

30. THANKYOU"
FOR LISTENING