Company: John Deere® and Co.
Location: Moline, IL
Situation: Organizing independent retailers across America
When GWA first met with John Deere® and Co., Deere was looking for a way to better utilize their vast dealer base to increase market share. In response, GWA and Deere created a co-operative advertising program, sharing advertising costs amongst dealers, and unifying those dealers across America.
The idea faced initial resistance, as many dealers viewed each other as competition and proved unwilling to support programs focused on mutual exposure. This notion changed as GWA and Deere met with dealers and convinced them that the cooperative exposure of bigger, brighter and more frequent ads would allow them to gain increased market share and distinction from competitors. This led to the formation of one of the first truly successful dealer networks in America and helped Deere and Co. reach new heights within the industry.
GWA then intensified a world famous slogan, "Nothing runs like a Deere," and reinforced the ideas of community, quality, and heritage in the forefront of Deere's brand image. Deere is now an Industry leader and an American icon, making its way into pop culture and the hearts and minds of people across the globe.
Today, GWA works with a variety of world-renowned, quality brands committed to building a unique opportunity for their retail dealer base. These manufacturers have developed unprecedented co-op programs to enable their retailers to grow collectively for many years to come.