Hustler Guide to Generating Leads

HUSTLER MARKETING

“The best marketing doesn’t feel like marketing.”

— Tom Fishburne

How can we help?

You are very important to us.

At Hustler, we know that your success as a dealership has a direct and proportional effect on our own success as a business, so we’re constantly searching for new and better ways to help you and all the dealers in our network succeed. There are a variety of tools we currently use to help expand the awareness of our products and their benefits in the general public, and to help direct customers in your area to your dealership, but as a global brand our ability to fine-tune these messages to each and ever individual locale is somewhat limited. To do that better, we need to coordinate with you.

A high level of communication and coordination between the Hustler Marketing Team and whomever manages your own in-house marketing efforts can be extremely effective at fine-tuning our efforts to perfectly resonate with the farmers and ranchers in your area.

Also, since we know how little time many of our dealers have to dedicate to marketing efforts, we’ve made some recent changes that we expect will save you time and energy, and provide you with sorely needed exposure to prospective customers in your area with a minimum of effort from your team.

In this guide, we’ll be going over the following topics:

STRATEGY / GOALS

Why we do what we do, and the Key Performance Indicators which we track and analyse to help improve our combined efforts over time.

Which broad responsibilities as a brand do we take on to help you as a dealer reach your customers and which do we need your help with, and why.

How we can tell that what we’re doing is helping you. If it is helping, what we do to reinforce and repeat those efforts, and if it isn’t, how we adjust.

OUR CAPABILITIES

Specific channels/media we employ to connect with and expose our brand and yours to your potential customers, and how we can help you even more. These channels include:

• Print - national advertisements & regional assistance, catalogs & brochures, direct mail marketing, statement stuffers, out-of-home, etc.

• Web - tools on our website, embeddable tools for your website, banners, email newsletters, organic & paid search, custom files & copy, etc.

• Social - posts, adverts & PromoBoxx

• Content - videos: our Out There in Hustler Country & 60 Seconds of MiNT series, tutorial videos, our Feed Grass For Good blog & podcast, videos custom-made by request for dealers

NEXT STEPS

Getting & using your Dealer Point-of-sale Kit

Using PromoBoxx

Requesting custom designs

Hustler’s Marketing/ Sales Funnel

As you know, Hustler’s obsession with creating new and better ways to improve the lives of farmers has lasted for 60 years, but as the company has grown into a global brand, this same spirit of innovation has informed the way we spread the news to new prospective customers.

The first step in streamlining & improving the process of turning raw, uninformed customers into brand evangelists is having an in-depth understanding of their own Marketing/Sales Funnel.

This is the Hustler Marketing/Sales Funnel, and how it works.

Marketing grows reach & exposure

Marketing establishes credibility & engagement

Sales makes a touch point and qualifies leads intent to buy and advises customers on solutions to their needs

Sales passes hot lead to dealer for closing –some leads skip straight to here from earlier step

Customer Care turns them into raving fans and recommenders, so they help make new fans

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MARKETING QUALIFIED LEADS

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PASS TO DEALER TOOLS:

REGISTERED CUSTOMER

Hustler-driven national advertising

Hustler-assisted

regional advertising

Hustler does business around the world with dealer relationships on nearly every continent. We advertise nationally to bring new customers into our dealerships to make Hustler products as easy to sell as possible –, so we’re designing and deploying ads in print, social media, search and various other channels to reach directly to your prospective end users.

Our top dealers however regularly utilise our various FREE design and development services and then deploying ads regionally. It’s more effective for our dealers to advertise regionally because they know the unique needs of their customers far better than we could, and know how push their buttons to get them to the table and sell product.

Despite the digital revolution, traditional marketing has not gone bust. Print is not dead, and it presents many opportunities, especially in our industry. Print is a big part of what we do here, at Hustler. For this reason we have an in-house creative director who designs the major part of our adverts.

NATIONAL ADVERTISING AND REGIONAL ADVERTISING

In all markets where Hustler is present, we carry out national marketing campaigns through the agricultural trade press. Media placements represent a large part of our marketing budget, but we know how important it is to be present.

Hustler relies on our dealers for local and regional advertising campaigns to cover their own territory. However, the Hustler marketing team will be happy to create your printed advertisements free of charge, regardless of format or requirements. On request, we will include your logo, corporate identity and contact details.

PRODUCT CATALOGUE AND BROCHURES

Hustler publishes various catalogues and brochures. We take care of the creation and printing of our main catalogue as well as the dispatch to users who request it. We have digital files ready for printing which we make available to our dealers if they wish to have them printed. Each dealership operates differently and has different types of customers, so we would like to try to adapt to your needs as much as possible.

Brochures and catalogues can be sent to your dealership to display on your counter. Please let us know if need any.

DIRECT MAIL MARKETING

In some areas, direct mail marketing (mailbox marketing) can be quite powerful. We propose to our dealers to organise direct marketing campaigns tailored to their budget. Depending on your needs, we can take care of all or part of these campaigns, from creation to letterbox distribution.

If you would like special designs, we take care of the creation of practically all possible formats!

OUT-OF-HOME ADVERTISING (BILLBOARDS, CAR WRAPS, ETC)

Of course, we know how to do street marketing and take care of the creation of your billboards and cars. If you are a multi-brand dealership, we can include other brands. We can also liaise directly with your usual printer if you wish to relieve you of this timeconsuming part.

MARKETING COLLATERALS (FLAGS, MUGS, NOTEPADS, ETC)

Hustler offers some merchandising items/goodies, but we understand that you may have specific needs. If this is the case, we are happy to create for you the Hustler merchandising items you would like to offer or sell to your customers. Feel free to contact us to discuss, almost anything is possible.

WEB

HUSTLER DEALER LOCATOR AND DEALERSHIP PROFILE ON THE WEBSITE

Hustler developed a dealer locator tool based on Google Maps. Hustler’s dealer network is displayed on our website based on the end-user location. We create a dealership profile on our website to redirect the customer to your store and we display your contact details. We can edit these webpages anytime, so please contact us if you want to see and/or review yours. Make sure to always update your territory manager with the correct contact details of your salespersons or your dealership. These webpages are excellent for the optimisation of your website ranking as we always make sure to link back to your website, social media or Google business tile.

HUSTLER DEALER WEBPAGE

Hustler offers a dealer webpage to embed on your website. This solution is perfect if you have no dedicated person in your dealership to regularly take care of your website. The embed updates automatically with the latest Hustler products available in your dealership without anybody on your team needing to lift a finger.

CUSTOM FILES AND COPY FOR WEBSITES

If you prefer creating a dedicated Hustler webpage for your website, we can tailor the copy and the images to your website requirements, regardless how your website is organise. Book a free consultation with our marketing team and we’ll get it sorted for you. You can also grant a temporary access to our marketing team to the back-end of your website if you want these elements implemented for you.

WEB BANNERS (STATIC AND ANIMATED (GIFS, VIDEO, HTML5)

If you want fresh content designed especially for your website, we can create static and animated Hustler banners (depending on the technical specifications of your website).

EMAILERS

If you need help to build powerful emailer, we create content for most of the emailing services (Hubspot, MailChimp etc). Let us know your requirements and we can build them for you.

BROWSER SEARCH ADVERTS

Hustler is running several temporary and permanent Google AdWords marketing campaigns. We can assist with yours or we can discuss some keywords or location exclusion not to compete with your own campaign. We have in-house SEO and paid media specialists who are here to help.

TESTIMONIAL VIDEOS - OUT THERE IN HUSTLER COUNTRY

Get involved in our “Out There in Hustler Country” episodes! These video testimonials showcase an end-user and its Hustler gear. We’re often able to promote the local dealer in the same video.

Please let us know if any of your customers would be a good candidate for a testimonial video.

These are 100% funded and managed by Hustler and so are a great, economical and low-hassle way to promote your dealership and territory.

TV COMMERCIAL SPOTS

If you wish to advertise on TV, we might be able to help! We have in-house video specialists who can take care of the shooting and the editing. We can also record engaging voiceover.

SOCIAL VIDEOS

Social media usage is a multi-billion dollar industry nowadays because the amount of time that people are spending on their social media apps continues to grow every day. Video is one of the most popular mediums on social media and dealing with the different formats can be a bit of a nightmare. Luckily we’re pretty well versed with all of those specifics and details - and we stay current with all the newest trends - , so let us know what you need and for which app and we’ll try to get you exactly what you need.

VIDEOS TAILORED TO YOUR NEEDS

If you need a specific video for anything at all - your website, your in-store customer experience, a lifestock show or farm machinery event … let us know, we are happy to help!

PROMOBOXX

Today, there are more than 1.5 billion users of social networking platforms in the world and that number is growing every day. The youngest generations of farmers are as connected as any of their peers, so it’s no surprise that it’s becoming more and more important every year for agricultural companies to use their social media connections to not just market to their customers, but to also get feedback from and even build online communities around their customers.

Hustler has always been dedicated to helping our dealers build and maintain their own social media accounts with paid lead generation ads and bespoke social media content designed on request, but we understand that it can take a lot of time and energy to manage all this. We also know that your priority is sales and that your time is limited, so we’ve decided to put a sizable investment behind this efforts by partnering with an innovative new company named PromoBoxx.

PromoBoxx is an online tool that works like this:

1. We provide a steady, consistent supply of well-crafted social media content for you - video, images, copywriting, all kinds and elements of content.

2. You can view, edit, approve and post any or all of this content to Facebook, Instagram, Twitter - or even download the assets to use wherever you want.

3. If you want, you can even turn on Facebook automation so that posts go directly onto your Facebook page without any interaction or approval needed.

And the best part about all this? Hustler covers 100% of the cost of this innovative new programme to support you as an independent business at absolutely no cost to you. Of course if you’re finding any of the content engaging your audience really well, you can boost the post just like any other, but for the steady supply of fresh, highquality content and the means for distributing it directly to your plaforms through PromoBoxx, there is absolutely no cost to you.

If you have any questions regarding the Promoboxx programme or need assistance getting your account set up on PromoBoxx, please contact the Hustler team at marketing@hustlerequipment.com.

For technical issues with the Promoboxx platform, contact the Promoboxx Help Desk at support@promoboxx. com.

Please note: Promoboxx is currently only available in English.

SOCIAL

SOCIAL MEDIA ADVERTS

In addition to our PromoBoxx programme, that publishes content directly onto your social media accounts, Hustler also runs lead generation social media campaigns targeting local prospective customers that are near our top dealers. As we get and vet these leads, we pass them on to your sales team.

SUPPORT

Ready to go? Eager to get some MiNT Hustler ads or videos with your logos on them? Here is what you need to know next, to put us to work helping fulfill your marketing needs.

INSTRUCTIONS

We keep a variety of material fairly well updated in the Asset section of PromoBoxx, and create new campaigns on a regular basis for you to post as you wish. If your team is short on time or manpower, you can turn your facebook automation on and we’ll post for you - ensuring our posts are right for your season and region, and ensuring making absolutely certain not to post too much and exhaust your fans.

Additionally, if you need anything custom-designed, just fill out the form at hustlerequipment.com/adrequest and we’ll send you back what you need as soon as we can. Larger jobs obviously take more time to turnaround, but the size of our workload at the time will also have an effect on that turnaround time. In any case, we’ll respond right away with an expected delivery time & date.

WORKLOAD DISCLAIMER

It goes without saying that the more time you give us, the better our design is likely to look, but a good rule of thumb would be probably 5 working days for any design creation created from scratch, 10 working days for freshly edited new video (even more if more footage is required), while simply repurposing a prior design or edit with only cosmetic or minor changes or variations could be turned around in as little as 2448 hours, as always - current workload allowing.

As mentioned above however, we will be in touch ASAP with an ETA.

HANDY LINKS

Upload any files you need us to have via hustlerequipment.com/videoupload (NOTE: you may use that link to send any digital file of reasonable size – not just video).

CONTACT

Any questions or concerns, feel free to email us at marketing@hustlerequipment.com, or call us at Hustler HQ at +64 (0)6 879 7926 and ask for Marketing.