An image to protect
The company’s magazine, like many communication tools, aims first and foremost to enhance the brand’s image. This is a valid premise for the McCORMICK and LANDINI magazines:
“We are trying to convey an image of professionalism which combines modernity and tradition since our brands are a hundred years old", explains Bruno Kéravel. “LANDINI is an Italian brand which is a benchmark in its country and synonymous with quality and reliability. McCORMICK is a major international brand which contributed to the mechanisation of French agriculture during the Marshall plan. It offers quality, comfortable tractors which meet the true needs of the profession.”
Being based on a prestigious past and a dynamic modern-day outlook are therefore the key messages of both publications, but the editorial policy must not lapse into blind propaganda.
“It must remain a true magazine with content. We must have interesting things to say and enhance the reader’s knowledge. “Practical, useful, real”, such was the slogan for “La France Agricole”. We must take the same approach and, as a result, offer events, information, products and innovation.”
Two types of reader
Both magazines are used for internal and external communication. They are intended to convince not only the sales team but also customers or prospects.
“We have two target groups: the dealer and the end user. So we are killing two birds with one stone, since we reach the farmers by distributing our magazines to our dealers.”
Putting aside the copies distributed during professional trade shows, “Red Sign” and “Linéal” are only found at dealers. These dealers find it valuable since they can then give the magazine directly to their customers.
“Our commitment to promoting our dealers is also reflected, in the magazine, through the existence of a page dedicated to them. This promotion is increased by testimonials from farmers, the dealership’s customers. Generally, all our communications, even those aimed at farmers are considered in terms of our dealers’ satisfaction. It is a case of supporting them, reassuring them and enhancing their value.”
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Good sales coverage
With circulations of 25,000 copies for “Red Sign” and 15,000 copies for “Linéal”, the publications are well received.
“The feedback is positive, particularly about the way in which we have designed both our magazines.”
This is all the more true as McCORMICK dealers begin to seize the “Red Sign” magazine to use in direct marketing.
“One of our dealers has just sent 2,500 copies to their customers and prospects. Adopting the same marketing approach, we have a network of 5 dealers in Normandy who, next quarter are going to insert the magazine in regional agricultural journals. This represents 10,000 copies.”
By coinciding its magazine publications with the dates of major professional trade shows, ARGO designs its publications as genuine sales support tools. Their sales people can then rely on solid sales arguments, sometimes decisive when purchasing.
“I like the way in which we have created the product pages. It is based on a close partnership between the editorial by APE Stratégie and our product managers and it transforms product characteristics into user benefits.”
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