CREATING THE RIGHT EXPERIENCE FOR OUR CASE IH CUSTOMERS & DEALERS
What’s the best way to help our dealers really get to know our products? Show them. That’s what Case IH did during their mega National Training Event, which took place in January of this year. With snow-covered fields less than hospitable in the Midwestern and Eastern United States, the brand headed west to Phoenix, Arizona, where they set up shop for a month in the desert to conduct 3-day training waves for dealer sales staff, and finally dealer principals.
“Utilizing our existing partnership with the University of Arizona Maricopa Agricultural Center in Maricopa, AZ, we were able to use over 300 acres of farm ground. We brought in nearly 100 pieces of equipment all to be able to effectively train nearly 700 dealer sales staff and 100 internals,” explains Rebecca Ivey, Corporate Events Manager for Case IH North America.
During each of the 3-day trainings, dealer staff received a mix of in-field demonstrations and hands-on experiences with iron and technology. They were also able to interact with the full suite of Case IH solutions by participating in classroom presentations and in-field active exercises that followed the wheel of farming through planning, field preparation, planting and seeding, growing, and harvesting. They also received a preview of new products, including the Patriot® 50 series sprayer and AFS Connect Optum.
“This event took over 160 employees from Marketing, Commercial Training, Communications, Field Team such as sale, service & product specialists, PS&T, Product Support, to pull it off and planning took nearly a year,” notes Emily Roberts, Digital Marketing and Experience Manager for Case IH North America. “In the end, we definitely feel it was worth it to build relationships and provide our dealers hands on experience and product knowledge that they can leverage throughout the upcoming sales year.”
In the end, we definitely feel it was worth it to build relationships and provide our dealers hands on experience and product knowledge that they can leverage throughout the upcoming sales year.
INTRODUCING THE MAGNUM TM BLACK KNIGHT DEMONSTRATOR
The marketing team and I are excited to see our customer’s and dealer’s reaction to this special edition tractor. It highlights the strong heritage of Case IH, our current product leadership, and a true team effort between Case IH and our dealer partners
Our Case IH colleagues are offering a new experience for our customers, with a special edition demonstrator tractor produced in limited quantities: the Magnum Black Knight Demonstrator.
Taking inspiration from the 1969 Black Knight Demonstrator— gold and black demo tractors featuring the latest technology at the time - the Black Knight tractors pay homage to the original units while updating to a contemporary look and are designed to show customers a fully loaded tractor, with a small caveat.
“We won’t be showing the Black Knight at farm shows – instead, we’re asking customers to request a demo with 1 of our 15 models so that we can bring it to them in the field and show them the real work our tractors can do.
More than a demonstration, we want to give them a unique experience that will stay with them into the future,” explains Joe Miller, Tractor Marketing Lead for Case IH North America.
The Black Knight follows a long line of creative special edition tractors, and will only be available for demos throughout 2022, after which they will be available for purchase.
“The marketing team and I are excited to see our customer’s and dealer’s reaction to this special edition tractor. It highlights the strong heritage of Case IH, our current product leadership, and a true team effort between Case IH and our dealer partners,” says Joe.
