Case Study: Innovative Pitch Drove Farm & Ranch Channel Distribution Gains

Perceive:

In 2020, at the height of Covid lock-downs, I had an opportunity to bring to life a vision of Oregon branded replacement parts across multiple categories to Tractor Supply, the largest farm & ranch retailer in the US with store counts comparable to Home Depot. 

My goals were to:

  • Demonstrate the breadth of possible points of partnership

  • Evoke emotional response by demonstrating how the clean and impactful the brand solution could be

  • Regain branded product distribution in an account that had walked away from Oregon almost a decade ago.

Prescribe:

I hired Design Partners, a strategic branding agency, to develop a high-impact pitch encompassing over 8 product segments that could be shared with all levels of the retail organization from buyers to CEO. We developed a virtual “What’s Possible” pitch that would bring to life a vision of Oregon branded replacement parts across multiple categories within a large national Farm & Ranch retailer. 

Methodology:

They developed an innovative presentation tool that recreated the experience of walking a store

The store walk could be manually advanced in a live meeting or put into self-play mode for individual viewing.

The game-like experience added drama and a wow-factor that signaled a high level of investment in the retailer.

Perform:

Distribution Gains:

  • Secured 3 in-store tests in 2021

  • Converted tests to full-chain expansion for 2022

Established new Branded Category

  • Extended Oregon brand into Farm Attachments category

  • Established credibility with retail partner

Perform:

  • The dramatic presentation experience opened the door to distribution tests across 3 separate product categories

  • It built momentum and enthusiasm among internal teams required to commit to supporting the efforts

  • Supported top-to-top partnership discussions

     

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Focused on end-users to demonstrate value to retail partners

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Addressed Shopper Pain Point