T-L Irrigation Optimizing Customer Communications
The Challenge
It’s a challenge to make your case when you are fundamentally different from the other players out there and that is exactly the case for T-L Irrigation pivots. T-L Irrigation pivots are the only major pivot that is powered with hydraulics compared of electricity. This hydraulic system provides many benefits to farmers, and we needed a convincing way to communicate this. Our target for this campaign was experienced farmers (500+ Corn/Bean, 1000+ Wheat) and cattle producers (250+ Head), which makes telling them something new even tougher.
Our Approach
After conducting research at home and in the field, we were onto something. No one can speak to the benefits of a hydraulic pivot better than farmers and ranchers who are also owner/operators of the T-L pivots. To generate content and solidify our instincts, we interviewed over 250 T-L customers over a four-year period. We wanted to let them tell the story of why they either changed pivots from another brand or felt comfortable making T-L their first pivot. Who better to explain the benefits and what else they discovered after making the switch to T-L?
Our Solution
T-L had record sales in the year following the roll out effort, but we all realized testimonials on their website was just a starting point. Since we’ve made countless executions in all mediums from the Irrigation View publication, to Social Content, to Native Articles, to Pre-roll Video. The key for T-L was taking the content we generated, from over 250 interviews with loyal customers, using and reusing it in our marketing channels. We built a gold mine of content over that 4-year period, which will be used to successfully communicate the T-L benefits for years to come!
With countless satisfied customers of a unique type of pivot system, T-L Irrigation has a story to tell. Brush Art Corporation applies the marketing methods and tools to communicate to existing and potential customers.