Unique tractor dealer research released - Part one

Insight is at the heart of everything we do at TAP. We have made it our business to understand the world of agriculture and to stand out as an agency with compelling content at its heart. Our latest fact finding mission has seen us commission some research amongst UK machinery dealers (agriculture and ground care) regarding their opinions and perceptions about the market and brands.

Part One -  Important influencers for dealers

The tractor market has seen ups and downs over the last few years with new players entering and it is fair to say disrupting the market.

Dealers are that crucial connection with the customer and we will be sharing this unique research with you over the coming month or so and findings will be posted below. The data was collected via a survey through Service Dealer Magazine earlier this year which sampled feedback from 48 dealership organisations across the UK.

A summary document of the findings will be available from TAP.
Register Below to recieve the FREE summary document in July.

 

Relationship with the manufacturer is the most critical influencer for ag dealers when choosing brands to stock

Unique tractor dealer research released - Part one

When choosing brands to stock, dealers are faced with a number of factors that will influence their final decision.

You’d be forgiven for thinking that price is the greatest determining factor when choosing a brand to stock, however it is interesting to learn that a ‘Manufacturers Approach to Dealers’ was rated as most important, with 88% of the dealers we surveyed (a total of 48) giving a score of 4 or higher; 1= least important, 5 = most important /critical.

In comparison, only 50% of the dealers we surveyed rated ‘Price’ with a score of 4 or more.

We also asked dealers to rate the importance of ‘Heritage’ , and surprisingly only 47% saw this as most important. Interestingly, ‘Brand Perception’ was rated highly, with 78% of our survey giving it a score of 4 or more, suggesting that the perception of a brand is still important - something that might be influenced by ‘Sales & Marketing’, and also ‘innovation’ (85% of our survey rated these as important).

This page will be updated with our next instalment in the next few days. If you would like reminders then follow us on Twitter or Facebook (just click icons at top of page to follow).

Your details are solely for TAP’s use to deliver the report summary and confirmation follow up. They will not be shared with any external organisations. Please ensure that your details are accurate (i.e.correct organisation showing). TAP will only release the report to correct submissions.

If you would like to know more about TAP, just let us know via and we will be in touch.

 

 

Form by ChronoForms - ChronoEngine.com Shaun Cooper - 27/06/19

"Partnering with TAP has helped our team tackle the challenges of the European marketplace and its diversity of geographies and languages. TAP’s expertise, connections and work has strengthened our brand, content and social media efforts. We appreciate its responsive collaborative approach, and its ability to work efficiently within short timelines, limited budgets and across time zones and languages. Plus it connected quickly with our team and are a pleasure to work with."

Colleen Shaw - Global Communications Leader, Nuseed

"The Ad Plain’s digital skills and expertise have helped Interagro in building a social media presence in the agricultural market place. TAP are innovative and creative with their ideas and at the forefront of developing social media strategies. A dynamic and forward thinking team - an absolute joy to work with."

Emma Ralph - Managing Director, Interagro

"Mexico Tourism Board worked with TAP for all its creative requirements for UK, Ireland and Scandinavia. We have been delighted with the strong creative concepts which work effectively over a broad spectrum of media. In addition, as well as communicating a strong image of Mexico, the creative works to accurately portray the rich diversity of Mexico's many regions. The whole team are always ready to help and will find a solution for any problem and hit even the tightest deadlines."

Lupita Ayala - Deputy Director, Mexico Tourism Board

"TAP have helped Monsanto through all stages of establishing and building a social media presence for DEKALB, which yielded impressive results in a recent high-profile website launch."

Lucy Kane - Production & Marketing Coordinator, Monsanto

"The Ad Plain's professional, creative and patient approach enabled us to produce a vibrant and accessible report for the conference which will stand the test of time and which is already creating demand for further copies. Thank you to The Ad Plain team for working so effectively with us."

Julian Gairdner - Co-chairman Oxford Farming Conference

×