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LSTractor Logo

Project components

Print & Digital Creative Campaigns
Media Strategy / Planning
Website Design
Website CMS

LS Tractor originated from LG Group and separated from LC in 2003. LS Tractors exports tractors to more than 40 countries (USA, Europe, China, Latin America and Asia) and operates a sales and production facility in the US. LS Tractor USA specializes in compact and sub-compact tractors for the urban and hobbiest farmer. 97 Degrees West is the AOR for the USA division or LS Tractor USA.

Key Results

16%
Increase in new website visitors.
90%
Increase in Search, Display, and Banner Media Sessions.
2.83%
Average CTR for media digital campaigns.
“The first campaign out of the gate exceeded industry norms across all digital platforms. The value-add that the 97 team brought to the table in addition to their creative talent and execution, really hit it out of the park.”
Jim Startz, Marketing Manager

Situation

The compact tractor industry in the US is small. The number of tractors retailed each year below 350,000. LS Tractor USA embarked on an agency selection process in early 2015. 97 Degrees West was awarded the business in March 2015. The LS team needed a campaign that paid off the tagline “Excel In Your Field” and in addition to print media, incorporating a digital effort.

Key Challenges

  1. Get immersed in the tractor market specifics within days of winning the business. The season for tractor buying was underway and there was no time to waste.
  2. Go to previously negotiated media outlets and negotiate digital value add.
  3. Develop a creative campaign that broke through the big spenders in the market.
  4. Overhaul the website to bring it up to current UX and technology best practices while incorporating dealer pages for several hundred dealers nationwide.

Solution

 

1. Creative Campaign

LS Tractor’s simple programs, processes and a focus on their dealers surpasses their competition. Our creative director led our team in the creation of an advertising campaign that broke through the clutter with a ‘matter of fact’ tone led by the line “Get More Tractor For Your Money.” The campaign earned a 2016 Communicator Award for the category of integrated campaign in print and digital.

 

2. Traditional / Digital Media Strategy/Planning

We leveraged our media buying power on behalf of our client. First, we reviewed all committed media when we took on the business. Immediately we secured 12% in digital value added advertising. In addition, we allocated the remaining media budget to digital search efforts. The following year’s plan net a 20% increase in media frequency with the same budget as the year before.

 

3. Website Design / Development

We took our client through our website process that entails: Research, Discovery and the development of the site navigation. Wireframes are then developed to communicate the flow of information. Best practices for UX are applied and intel from the prior version of the site are incorporated. The brand / creative campaign design and content tone are incorporated followed by Development and QA.

LS Tractor was a huge success, but it’s just business as usual at 97 Degrees West.

 

If we work together, the strategy and deliverables may differ, but our goal will be the same: become an extension of your team and deliver outstanding business results you can measure. No fluff. No excuses.

 

Fill out the short form and you’ll hear from:

Vera-Fischer.png Vera K. Fisher
CEO and President
97 Degrees West.

 

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