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