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Case Study

CASE IH

Winter Firepit Promotion

Case Study

CASE IH

Winter Firepit Promotion

Case IH, a leading brand in agricultural machinery, sought to develop a unique promotional incentive to boost winter sales within its dealer network. The challenge was to create a limited edition winter firepit that was both exclusive and cost-effective, with a target price under $400, yet had a high perceived value. The promotion aimed to reward customers purchasing tractors during the winter season, leveraging the allure of the exclusive firepit to enhance the appeal of their offerings.
CHALLENGE

01

Boost Winter Sales

Increase tractor sales during the traditionally slower winter months.

02

Enhance Brand Loyalty

Strengthen relationships with existing customers and attract new ones through an exclusive promotion.

03

Create High Perceived Value

Design a firepit that appears more valuable than its actual cost to enhance the incentive's attractiveness.

04

Promote Brand Awareness

Utilize the firepit as a branded item that could be a conversation starter, further spreading brand recognition.
Design and Development
Collaborated with a renowned design firm to create a bespoke firepit design that embodied the Case IH brand.

Emphasized high-quality materials and craftsmanship to ensure durability and aesthetic appeal.

Incorporated Case IH branding subtly into the design, making the firepit a collector's item.
Cost Management
Sourced materials and manufacturing partners to ensure the cost of each firepit stayed below $400.

Streamlined production processes to maximize efficiency and minimize costs without compromising quality.
Marketing and Distribution
Developed a comprehensive marketing campaign targeting potential customers through online and offline channels.

Leveraged social media, email marketing, and in-dealer promotions to highlight the exclusive offer.

Ensured each firepit was available at the point of sale to immediately reward customers upon purchase.
Dealer Engagement
Engaged the dealer network with training sessions to emphasize the promotional offer's value and how it could be used to close sales.

Provided promotional materials and displays for dealers to showcase the firepit in their showrooms.

RESULTS

The Case IH Winter Firepit Promotion achieved remarkable success across several key metrics:

Increased Sales:
  • Tractor sales during the winter season saw a significant increase, exceeding targets by set
  • The promotion effectively mitigated the typical winter sales slump.
Enhanced Brand Perception:
  • The firepit's design and quality created a high perceived value, enhancing the overall brand perception.
  • The exclusivity of the firepit reinforced the premium image of the Case IH brand.
Customer Satisfaction and Loyalty:
  • Customer feedback was overwhelmingly positive, with many expressing appreciation for the high-quality firepit.
  • Repeat customers cited the promotion as one of the most desired offers from Case IH to date
Dealer Network Motivation:
  • Dealers reported increased foot traffic and inquiries specifically about the promotion (can they buy one without buying a tractor).
  • The success of the firepit promotion fostered stronger dealer engagement and enthusiasm.
The Case IH Winter Firepit Promotion not only met but exceeded its initial objectives, demonstrating the power of a well-conceived promotional incentive. By creating an exclusive, high-quality firepit that resonated with customers, Case IH successfully boosted winter sales, enhanced customer loyalty, and strengthened its brand presence. The promotion's success has solidified its place as a yearly activation, becoming a much-anticipated event within the Case IH dealer network and customer base.

The strategic approach to design, cost management, and marketing, combined with strong dealer engagement, has set a benchmark for future promotional campaigns. This case study exemplifies how thoughtful, customer-centric incentives can drive business growth and brand loyalty.

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17 Corporate Avenue, Rowville
Victoria, Australia, 3178
corporate@gpi.com.au
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