The media market is flooded each planting and harvest season by agriculture equipment manufacturers vying to keep their brands and products front and center for a nation’s worth of growers. Year-round, Trilix works to keep our clients’ names and products top-of-mind so growers know who to call.
Three years ago, Unverferth Manufacturing asked Trilix to formulate a new media plan for their Brent Grain Handling equipment lineup that would enhance brand recognition and awareness for the grain cart manufacturer. Unverferth has a long, successful history of advertising in print publications, but Trilix proposed introducing digital advertising into their marketing plan.
Trilix applied our expert thinking to help the Brent brand gain ground, discover new efficiencies and realize serious results. But we didn’t stop there. Trilix and Unverferth soon launched digital advertising campaigns for all Unverferth brands, targeting each brand’s audience and garnering an impressive return on investment.
Beginning with Brent
For years, Unverferth Manufacturing and its five constituent brands — Blu-Jet, Brent, Killbros, Parker and Top Air — have advertised in trade publications, journals, brochures and other print formats. Advertisements have been successful in reaching their familiar audiences through the expected platforms.
When Trilix’s Media Department began working on Unverferth’s advertising initiatives, we broached the idea of incorporating digital advertisements into the plan, starting with a fairly even split between digital and traditional channels.
“With digital ads, there are a lot more metrics. We can tweak ads while they’re running and do A/B testing to make sure they are resonating with our intended audiences. We can edit ads in real time to target geographical areas.”
“With digital ads, there are a lot more metrics,” said Alex Rich, an account manager at Trilix. “We can tweak ads while they’re running and do A/B testing to make sure they are resonating with our intended audiences. We can edit ads in real time to target geographical areas. Why not try digital advertising?”
Andy Unverferth, marketing manager for Unverferth Manufacturing, was ready to try, beginning with Brent. Trilix developed a strategy to increase traffic to the Brent website where potential customers can view grain carts and locate their local equipment dealer. We also incorporated geography- and audience-specific print advertising tactics to complement the digital campaign and ensure we reached potential customers through multiple channels.
We knew we could help the Brent brand save money immediately by creating volume efficiencies across the year. Rather than buying several times throughout the year on an as-needed basis, Trilix solidified the buy months in advance, employing a diversified mix of paid search, display and print advertising to promote the Brent name and products to growers across the United States and Canada.
Our Media Department enacted an aggressive digital strategy, using advanced web targeting to identify contextual and interest-based placements that extended Brent product coverage across the web. We also performed extensive A/B testing to find the combinations of text and imagery that achieved the highest engagement.
In addition to seeing some impressive new web stats from our digital efforts, Brent received an overall greater ROI through higher impressions and hundreds of attributed conversions. In the first three quarters, traffic on BrentEquip.com increased more than 60 percent, 77 percent of which was from new users.
“The campaign surpassed the goal,” Alex said. “The increase in Brent’s website traffic was astronomical.”
Since then, Trilix has been privileged to create digital advertising plans for all Unverferth brands. We use our proven digital advertising strategy coupled with print advertising to identify and reach their target audiences. After seeing Brent’s success, Unverferth elected to allocate more resources to digital advertising.
“Since we started advertising for Brent, our overall strategy hasn’t changed drastically because it’s worked,” said Travis Ziemke, Trilix’s media director. “We’re using those ideas to create success for all of Unverferth’s brands.”
A/B testing helped perfect the imagery and text we use for many of these digital ads. The successful formula integrates ads prominently featuring each brand’s products, so potential customers immediately see how the equipment functions and stands apart from competitors. Incorporating common search keywords in ad copy also helps the digital ads stand out. As part of our digital strategy, we display ads on specific websites we know growers visit frequently. Contextual and behavioral targeting ensures the ads reach a wide, relevant audience across the web.
“We direct digital display ads for growers who have a certain size of farm and crop type. And, since agriculture is very regionalized, we also make sure Unverferth’s many products are advertised only in the areas of the country that make sense.”
“We direct digital display ads for growers who have a certain size of farm and crop type,” Travis said. “And, since agriculture is very regionalized, we also make sure Unverferth’s many products are advertised only in the areas of the country that make sense.”
In addition to display ads, we implement search engine marketing to ensure that when growers search for specific products or keywords online, Unverferth’s products are featured at the top of search results. We make sure not to incorporate branded keywords so we aren’t targeting customers who are already searching for Unverferth’s products. However, it helps to target potential regional customers who are searching for a grain cart, for instance, but have not yet landed on a specific brand’s product.
Our media team continuously monitors digital ad analytics to ensure our campaigns return impressive results, and the increase in site traffic for all Unverferth brands has been just that. Each month, 50 percent or more of traffic on all Unverferth brands’ websites have entered the site because of our digital ads. As ads featuring specific products increase traffic to the product page, users also click through the site to view other products, boosting pageviews throughout each site. That increase in all site traffic helps Unverferth brands’ organic search results as well.
“Our digital efforts are driving a massive percentage of site traffic, more than I’ve ever seen. The successes and wins just keep getting larger with every product we take on.”
“Our digital efforts are driving a massive percentage of site traffic, more than I’ve ever seen,” Travis said. “The successes and wins just keep getting larger with every product we take on.”
Success for Unverferth is ultimately determined by clicks to the dealer locator page on each brand’s website so customers can inquire about purchasing equipment from a local dealer. Trilix is tracking those conversions, but we’re not stopping there.
“We’re tracking people as soon as they enter the site to see if they click to the dealer locator page. We see if they then email the dealer or travel to the dealer’s website to inquire about the equipment,” Travis said. “We’re showing the client the full picture of how customers are engaging with the content. I think that’s why they’re happy with our work.”
Trilix is pleased that Unverferth took a chance with us to begin digital advertising with Brent. That opportunity has allowed Unverferth Manufacturing to enhance their brands’ marketing strategies, more precisely target relevant audiences and realize a strong return on investment.