Editor's Note: It's widely accepted that many innovations birthed in the auto dealer model world make their way to farm equipment dealers over time. What auto dealers have been doing in customer intelligence and targeted, predictive marketing have intrigued our staff for some time. And with a slowdown expected in demand for farm equipment sales, the time was right to shine the light on opportunities that already exist in a dealers' customer databases.Farm Equipment set out on a first-ever project to highlight what's coming tomorrow by sharing what's possible today. To do so, the perspective of a dealer with first-hand daily knowledge of current state of affairs in operations behaviors and computer systems was needed. So instead of assigning this project to one of our staff reporters, Farm Equipment sent a dealer veteran (Mike Wiles, with 10 years of experience as a farm equipment store manager at S&H Farm Supply) to attend the 2014 Digital Dealer Conference. Held in Las Vegas last fall, the event is the leading conference for digital strategy marketing for auto dealers. He was likely the only farm equipment marketer in a crowd of automotive digital marketing and IT talent.
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