It was only Chelsea Bithell’s first week on the job for Groff Tractor & Equipment when the CEO told her they would be
hiring Winsby to assist with their marketing. “I have to admit I was a bit concerned about what my role would be,”
explained Bithell. Her fears were soon allayed. “They do a lot, but I coordinate all the efforts. They use my input and
have made my job a lot easier. It’s like having a huge marketing department behind me.”
Bithell is the marketing coordinator for the CASE dealer’s Pennsylvania, Northern Virginia, Eastern West Virginia and Frederick, Maryland territories. With the help of her Winsby team, marketing has moved from the back burner to the forefront of operations.
Exploding the Territory and Brand
The marketing overhaul included a complete revamp of the dealer’s website. “The website was exactly what I wanted,” said Bithell, who designed the site with guidance and development talent from Winsby. Brochures, which had previously only reflected a single brand, now reflect all the brands the company represents, among them, CASE, WIRTGEN, Atlas Copco, Hamm, Wacker Neuson and Terex. A new company brochure, rental guide and parts and service brochure promote the Groff brand. Email marketing campaigns have gone from sporadic to consistent. Advertisements are updated more frequently to maximize their impact.
The improved focus on marketing was well timed because over the past two and a half years, Groff Tractor has been expanding its territory outside of Pennsylvania through acquisitions. The marketing team has been instrumental in rebranding those dealerships with the Groff Tractor name and getting the word out to customers and prospects. In 2013 Groff purchased the assets of Vernon E. Stup Company, with locations in Western Maryland, Northern Virginia and Eastern West Virginia. In 2015 they acquired Trico Equipment, with three locations in New Jersey.
Consistency Unites the Effort
Bithell credits a consistent marketing approach for helping customers remember the Groff Tractor brand. “That brand presence is huge. We want our customers to know we are available for them when they have a need, and we have really improved on that in the past few years.” Weekly calls with Winsby help keep marketing tasks on schedule.
Industry Experience Is Key
Bithell appreciates Winsby’s deep industry involvement and responsiveness. “Winsby is extremely knowledgeable about the construction equipment industry,” said Bithell. “Because they work with so many dealers, they know what works and what doesn’t work.”
Resources in Many Areas
The relationship provides access to account reps, graphic designers, copywriters, video editors, and web developers, which would be difficult for the company to hire as full time staff. Yet that’s what she gets with Winsby. “It’s great support. I can get anything we need from Winsby, and they can usually tell me how well it’s working for a dealer in a different part of the country, which is really helpful.”
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