Massey Ferguson – The Business Case For Apps

MOBILE MASSEY

WHY SHOULD MASSEY FERGUSON MAKE APPS?

WELL…

WHAT WILL FUTURE FARMERS BE LIKE?

THE NEXT GENERATION OF FARMERS WILL

BE DIGITAL NATIVES

THE NEXT GENERATION OF

MASSEY PURCHASERS

WILL BE DIGITAL NATIVES

THEY ASSUME DIGITAL

SERVICES AS STANDARD

AND TECHNOLOGY

WILL ONLY BECOME MORE IMPORTANT TO

THEIR INDUSTRY

MASSEY FERGUSON IS ALREADY AN INNOVATIVE

LEADER AT THE HIGH END

SO THE NEXT STEP?

A world of experience. Working with you…

IN YOUR POCKET

WHAT DOES THE MF CALENDER APP DO?

  Regular maintenance is important for efficiency and safety of equipment and workers.

  By getting customers to input the equipment they own and their last maintenance checks, the app can prepare a unique custom schedule.

  In the case of equipment breakage, the app also provides the details of their nearest dealership.

FOR CURRENT CUSTOMERS

  Displays Massey Ferguson’s customer commitment and innovation in a tangible way.

  App can create a more generic calendar for non-Massey equipment.

  Shows them where their nearest Massey Ferguson Dealer is and their contact details.

FOR PROSPECTIVE CUSTOMERS

  This shows support and commitment to clients who can eliminate complicated paper based systems.

  Allows maintenance to be shared and logged by the whole team by syncing devices.

FOR CUSTOMERS

  Harvests data from current and potential customers like location and age of equipment.

  Provides dealers insights into the customers with ageing or regularly breaking equipment.

  The app is a highly branded and controllable experience. New and old customers will gain affinity for Massey Ferguson.

FOR MASSEY FERGUSON

MF gains

warms leads

for dealers

APP STRATEGY SEO

Trade Press

Targeted

Advertising

PR

Website

User Registration

Dealers

Equipment Data

Customer Data

BRAND AFFINITY

Old customer in contact with

dealers & new customers  

THE APP AS A TIPPING POINT IN THE SALES

CYCLE

CONSUMER DECISION CYCLE

SATISFIED

RECOGNISE A NEED

SEARCH FOR INFORMATION

EVALUATE OPTIONS

Based on McKinsey buying cycle

Satisfied customers perceive they have no problems. We can only affect them by showing them something of interest.

Here, customers have acknowledged they have a need, but many don’t progress beyond this point. Here, we must motivate them to become ‘unstuck’.

Customers look for information to help formulate evaluation criteria for their decision. Search can be based on preexisting knowledge (internal), and/or through friends, family, third party sources, or from the provider directly (external).

Customer has whittled their choices down to a few options. Here, they are identifying suitable solutions in addition to trustworthy providers of the solution. Both logic and emotion play a role in making the final decision.

Customer decide who they wish to give their business to and the emphasis here should be on streamlining the process. At the end of this stage, if you delivered as promised, customers should be satisfied.

COMMIT TO PURCHASE

IN ACTION WITH PERSONAS

Grew up on the farm. Only moved away to study Agricultural Studies at University. He is now back on the farm helping his aging father.

  Believes that technology will be the solution.

  Regularly reads WIRED and industry magazines.

  Wants more technology on the farm and so seeks out technological solutions to impress his father.

Jonny Fiske | 22 Shropshire Arable 210 Hectares 2 Tractors

  Worries for the future of farming.

  Is scared of climate change and worries what it will mean for the future of the farm.

FEARS MOTIVATION

JONNY’S JOURNEY

Reads about app in Farming

UK

Downloads app

Adds in the details of his ageing tractors

Shows father the

app & advantages of Massey technology

Drive belt breaks on

oldest tractor

Uses the app to find

his local dealer

Takes Dad to dealership to purchase replacement

belt

Dad purchases Auto-Guide 3000 after listening to

dealer

Took over family farm in his late 20’s. Brought up more land following BSE crisis. He is assisted by his two young sons and contract workers during the harvest season

  Regularly reads Farmers Weekly to discover shortcuts to simplify the complexities of farming.

  Could be persuaded to spend more on technology if he could see the benefit to his bottom line.

Giles Patterson | 55 Lincolnshire Dairy 600 Hectares 3 Tractors

  Is annoyed by the constant increase of red tape in farming.

  Spends his time in the pub criticising DEFRA and EU policies in the pub with his friends.

FEARS MOTIVATION

GILES’ JOURNEY

They love it and quickly get Giles to download it to sync up

Discovers the

advantages of Massey technology

Oldest tractor keeps

breaking down

Local dealer

messages him with relevant

offer

Dealer walks him

through the finance plans

Buys MF 5600 on hearing about the free comfort

pack

Reads about app in Farmers

Weekly

Tells sons who

downloads the app

Began Dealing AGCO equipment after deciding not to become a farmer like his father. He is trusted in the surrounding area for his experience, advice and knowledge.

  Aware that his old customers don’t want to spend money, he is desperate for any excuse to contact them.

  If he saw innovative marketing material from competitors he maybe tempted to reconsider his AGCO loyalty.

Martin Donalds | 44 Ireland Massey Ferguson Dealer

  His business is reliant on the local agricultural industry that has been struggling.

  His children are about to start university and he worries how he will be able to support them.

FEARS MOTIVATION

MARTIN’S JOURNEY

Gains insight from Massey on

their equipment

Customers repeatedly

getting parts for

same faulty tractor

Martin is in a position to better

advise his customers

Customers more

receptive having see Massey’s

care

Increases sales by

10% in the next

quarter

Feels cared for by Massey and

continues to deal for them

Finds out about app via Massey

website

Uses the apps launch as an

excuse to ring customers

SUMMARY

This app displays Massey Fergusons commitment to itscustomers and desire to be innovative technological leader toprospective clients.

MF Calender App also supports current customers in a postsale capacity, whilst providing a simplified means ofcontacting local dealers.

Massey Ferguson can provide warm leads to dealers withderived from maintenance issues customers with the app arehaving.

SUMMARY

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