Last week I did a seminar for the National Tractor Parts Dealer Association (NTPDA) about advertising, marketing, consumers and social media. I get to do these quite often and usually the reaction is 75% of the folks think it's "OK, but not for me."; 20% will go back and give it a try but won't incorporate the tools I give them so they quit in 60 days; and 5% will listen, take notes,
catch fire and soar.
Eric Benton is one of the 5%
Eric and his bride Linda run Southeast Tractor Parts in Jefferson, South Carolina. He contacted me this week. Here's his story:
Eric understands that in order to grow his business he needs to have a better on-line experience but he is hampered by having nearly 40% of his consumer base stuck on 56K dial up. (Another example why we need Rural Broadband...now! - But that's another story.) His customers are in three groups:
- Rural Lifestyle Men/Woman - Age 25 - 45 owning five to fifty acres and one tractor they use for mowing, gardening and hunting plots.
- Male/Female Producers - Age 45 - 65 owning 200 to 800 acres growing soybeans, corn, wheat, turkeys, chickens, watermelon, tobacco, cotton and cattle.
- Repair Shops and Auto Parts Dealers.
Eric: "I know there is a bigger market out there and I'd like to connect with more people. That's why your seminar got me. I do traditional media but with only so much money to advertise I need to find a way to connect with potential clients well outside my immediate area. And, because one of the best things about my job is creating relationships, I figure this new media approach will work."
On return to South Carolina Eric and Linda put some more work into their online partnership with Tisco, they are setting up an eBay store and we're looking soon for them to be on Twitter, Facebook, a Business Blog and maybe even YouTube. (He's looking at the Flip...Linda still needs convincing.)
Soon they will be using these tools to search out more customers, learn what folks need and engage in his favorite activity...building relationships. And his cost? Maybe $200 if Linda lets him get the Flip. ;-)
Eric and Linda Benton "get it" they understand that building a tribe, a following and responding to consumers is a two way street...that builds long term customers and...profit. We wish them well...
How about you?
If you want to carry on the conversation slip me an e-mail, connect on Twitter @RuralLifeRadio or head to our company Facebook Thingy...yep, we've got one.
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