2. Who is John Deere? John Deer has been around for 170 years Specializes in Farm equipment, best known for their commercial tractors Have created a life time brand allegiance with current customer base and farming culture
3. Why are we advertising To create the same brand alligence that is seen in the farming and commercial industry in the residential product line.
4. Strategic Idea The consumer doesn’t need to feel like batman but John Deere will allow them to find another facet of who they are: the Suburban Farmer
6. Suburban Farmers Men ages 35-55 They work 9-5, married with kids Pride themselves on their work and carry that same pride into everything they do Looking for something different to expand their daily lives while still remaining productive.
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8. Consumer insights Spent much of their lives doing things they have to do such as chores Has a finite amount of time so they often don’t get to have “me time” Like to see themselves as more than just a Dad or husband Interested in how things work and take pride in their knowledge Looking for a possible escape from their every day Cautious investor, willing to pay for quality Interested in news, keeps up on world events follows trends such as sustainable living Adopts ideas: early majority
9. Recommended media Online banner ads (the economist) Outdoor TV (news/sports/history channel) Ambient: downtown areas Cross promotion PGA
