Growth & Performance Marketing With Frank Lowe
Managing The Marketing Mix For The Multinational John Deere
We work with a lot of John Deere dealers across the United States.
What we do for those is create individual marketing plans for each dealer. No matter what the dealer size is from a ten thousand dollar budget all the way up to two million dollar budget, we try to treat all the dealers as if they have million dollar budgets because they like that personal touch and that one-to-one contact with their account people.
I have about a team of nine people that report to me. What I do is, I work with each of those folks individually to see what their dealers are looking at and what they need for marketing plans and how we can best give a good strategy to those dealers.
We do things like website development, SEO development and direct mail. We also do traditional media as well with email campaigns, radio, television and digital SEM (Search Engine Marketing), social display, you name it we pretty much do it,
We also do a lot of reporting analytics which is where I come in more so. My background is in the data analytics department. I’ve worked at Kaiser Permanente for a few years, Blue Shield of California and Kern which is another marketing agency.
Different Things Work In Different Regional Locations
In chicago a lot of people are coming through paid search but in other areas more people are responding through direct mail, so we craft a marketing plan for you based on that.
Some dealers might have multi-channel marketing strategies whereas others might focus heavily on just social or just paid search.
Organic Search Is Still King
Organic search is one of our best things because we do a lot of SEO work for our dealers. In looking at how SEO performs, we’re able to see the top keywords and we factor in seasonality. John Deere services the farming and construction industries which are very seasonal.
Looking at those trends we’re able to say let’s use these 15 or 20 main keywords this month and then next month we will reassess.
Year over year these things trend differently. One month it might be excavators, next month might be skid steers, one month might be riding lawn mowers, another month might be large agricultural equipment.
So just look at those different trends we’re able to see which month to use for organic and SEO performance and that’s what helps our SEO be our top performer.