Objectives
Reverse a Failing Campaign — Immediately
Co-op dollars were already committed and already spent. The objective wasn't to plan a campaign from scratch — it was to fix one that was actively failing, with no time to spare.
Drive Real Dealer Traffic, Not Just Media Delivery
The previous agency had placed the media. What it hadn't done was move a single customer into a dealership. The objective was demand at the dealer level — people walking in, ready to buy.
Win Back the Season Before It Ended
Tractor season was closing fast. There was no room for a slow ramp-up or a test-and-learn approach. Every day mattered, and the objective was measurable sales lift before the window shut.
Maximize Every Co-op Dollar
The dealers had already put their co-op dollars on the line once, with nothing to show for it. The objective was to make sure every remaining dollar worked harder — more reach, more relevant audience, more return.
Restore Dealer Confidence
Beyond the numbers, dealers needed proof that co-op media could actually work. The objective was a result strong enough to rebuild trust in the process itself.
Challenges
No Demand at the Dealer Level
The prior agency had spent the co-op dollars, but no one was buying tractors. Media was running. Sales weren't happening. The gap between the two was the entire problem.
A Media Agency Without the Right Relationships
The original plan lacked the local station relationships needed to execute an effective campaign. Without those relationships, there was no way to negotiate the reach or placement required to move the needle.
A Closing Window
Tractor season was ending soon. Whatever we built had to work fast — there was no time for a slow build or incremental testing.
Co-op Dollars Already at Risk
The dealers had already committed their co-op budgets once and gotten nothing back. Any new plan had to prove itself quickly, or risk losing dealer confidence in co-op media altogether.
Coordinating Local Relevance at Scale
A single campaign needed to speak to multiple dealer markets at once — each with its own local audience — without diluting the message or the media dollars behind it.
Strategy & Solutions
Moved in 8 Days
From the first call to campaign execution, we rebuilt the media plan in just over a week — with tractor season closing, speed was the strategy.
Matched the Right Radio Stations to the Right Dealer Markets
Instead of generic reach, we identified the strongest-performing radio stations in each target dealer's specific market — matching media to geography with precision.
Layered in Local Dealer Tags
Every spot carried a local dealer tag, connecting national-level creative to the specific dealership customers needed to visit — turning broad awareness into a direct path to the showroom floor.
Negotiated Superior Media Value
Our station relationships did what the previous agency's couldn't: we secured 10.2 times the exposure for the same media investment already committed.
Delivered Before the Season Closed
The result: a 32% sales increase by the end of season, turning a campaign that had produced zero traffic into one that produced measurable, dealer-level results.
Restored Confidence in Co-op Media
More reach. The right audience. More dealer traffic. Measurable sales increases. The dealers didn't just get a better campaign — they got proof that co-op dollars, placed correctly, work.
Campaign Outcomes
33%
Increased in store traffic
27%
Sales Increase
64%
More reach for same budget
1
Tractor Selling Season Saved
