WADE, INC., has been delivering service, solutions and success since 1909, and in 2017, we partnered with them to boost those efforts.
We were initially asked to manage digital and social media marketing for this John Deere distributor while another agency handled their traditional elements. However, a year into working with them, WADE asked us to be their agency of record on all media. Since then, we’ve been tasked with running full-scale campaigns promoting small and large ag products as well as overall brand awareness.
Over the years, we’ve become well-versed in adapting a national brand message into a local environment. Recommendations from friends and family are extremely important in the consumer decision-making process, so we knew incorporating real customers as well as real, local environments was vital in order to reach WADE's target audience. This consumer base cares about relatable, authentic content that provides them with valuable messaging.
In order to provide WADE's customers with the messaging they needed, we had to create a distinct brand presence while still maintaining national co-op standards. We brought customer testimonials and brand spots into the mix while keeping product and service promotions at the forefront. TV, radio, outdoor, print, digital and social media efforts were key to making sure the right audiences saw and interacted with this content at multiple touchpoints throughout their day.
Since the start of our relationship, WADE has seen both sales and market share increases, including an 11% sales increase over estimated projections in small ag products. We’ve continued to present them with new ideas, like a TV and digital-only John Deere toy promotion during the 2019 holiday season, which led to a 153% year-over-year toy sales increase, of which 5% accounted for media cost. Through research and experience, we’ve found the right balance of brand awareness, product promotions and customer testimonials that reaches WADE's current and potential customers.