To reach customers by displaying how they’ can use McCormick tractors, the company is refreshing its image with vertical branding by customer segment.
These vertical brands include McCormick: Dairy Farming, Hay & Forage, Rural Lifestyle, Hunting, Landscaping, Row Crop and Orchards & Vineyards.
One of the first partnerships to help launch this branding is McCormick’s venture with Woods Equipment. This alliance covers a full line of agriculture and landscape equipment including cutters, finish and zero-turn mowers, front-end loaders, backhoes, snow blowers, and assorted scrapers, discs, rakes, post hole diggers, stump grinders and blades. All equipment covered under this agreement is McCormick red and branded "McCormick by Woods."
"This allows our dealers to package the tractor, loader, and rotary cutter," says Doug Rehor, McCormick USA CEO.
Rehor helped launch the company’s "Walking in your shoes," program, which presents every McCormick customer a pair of name brand work boots with a tractor purchase. The boots are a practical gift, but Rehor says they also symbolize the commitment that McCormick and its dealers make to "walk in the shoes" of thier customers.
"I personally brand the boots with the McCormick name and sign every letter to the customer," Rehor explains. This is a very personal business according to Rehor, and he likes to connect to each customer right from the beginning.
Another program Rehor has overseen is launching "Ask Cyrus," an online platform for McCormick employees and dealers to ask and answer questions, and to solve problems.
"We recognized that we had to strengthen our relationship with dealers," he says. "This online program allows our dealers to know that any communication they have with us will be followed through on."
It’s also a tool for dealers with promotion and marketing materials, price books, manuals and literature available online at any time. The program can generate email lists for dealers to use for customer communication programs, and it helps keep track of sales leads.
A new feature to "Ask Cyrus" is a parts price comparison tool. Knowing the competitor's price allows McCormick dealers to beat the price according to Rehor.
"We’re trying to be easy to do business with," Rehor says. "Frankly, in a highly competitive business, it is the companies that best serve the needs of their dealers that are successful. We know that, and have oriented our entire business to be the preferred partner at all of our dealer locations."