Anatomy of a Brand Story: Farm Fusion

Story: “Farm Fusion” Client: Massey Ferguson tractors Magazine story: http://www.onlinedigitalpubs.com/publication/?i=148117&p=20 Web package: http://www.myfarmlife.com/features/farm-fusion/

"What’s a mom and dad to do when all four of their strapping boys want to join the family dairy? Send them away, let them stay, buy another farm? Paul and Rosemary Gingue did … well … all three."

Why it’s compelling:

The Gingues are brand ambassadors from way back. When we visited their farm, we recreated a family portrait on a 40-plus-year-old tractor, still running after all these years.

The Gingues are brand ambassadors from way back. When we visited their farm, we recreated a family portrait on a 40-plus-year-old tractor, still running after all these years.

"Farm Fusion" is story about a Vermont dairy family—the Gingues—looking for a way to grow so all four of their sons could remain in the family business.

The piece is about estate planning, reacting to and surviving hard times, and finding efficiencies and better ways to operate a business, all subjects that are of vital importance to farm families—the readers of FarmLife and customers of Massey Ferguson.

It’s a story about a family who had to grow apart to remain together.

Paul Gingue needed to expand to allow all four of his boys to remain in the family business. To do so, he helped set up his two oldest sons at a dairy about 70 miles away from the original family farm. Almost as soon as the new farm was purchased, the dairy market tanked. Yet, the Gingues persevered and survived what became one of the worst crashes in recent memory.

Why it’s credible:

A family that not only succeeded through hard times, but also managed to expand and find a place in the business for the next generation, earns serious cred with the readers of FarmLife.

A success story like the Gingues’, not to mention one as ingenious as theirs, is worthy of study. The key to the family’s success is in the details and thoughtfulness, and FarmLife readers devoured the story, as evidenced by web analytics and the readership studies Red Barn conducts for every issue of the magazine.

How it’s connected:

The package of FarmLife videos and print articles about the Gingues detail their efforts to adapt to hard times, make tough decisions and big changes. They not only worked hard to devise and execute a new business plan, they worked smart. They looked for efficiencies, which for many businesses means divesting.

Not for the Gingues. Instead, they invested, wisely. In new means of milking; training; how the two farms, separated by some 70 miles, worked together; and new equipment, including a new MF8660.

That purchase of a new high-horsepower tractor was a major investment. Yet, it began to pay off immediately, saving time, money, and fuel, and increasing the Gingues’ capabilities with more power and greater comfort on those long days in the cab. It’s faster road speed and increased fuel efficiency also allowed them to transport the tractor to and from their two farms, more easily, cost effectively, and faster than their previous tractor.

FarmLife tells not only the Gingues’ story, but also how Massey Ferguson helps them be successful.

A consistent approach:

The Gingues agreed to let us tell their story, which we did in the spring 2013 issue of FarmLife, as well as with two videos on myFarmLife.com. The story and videos were shared on Massey Ferguson’s Facebook and Twitter feeds, connecting new, potential customers to the brand. The family shared the story on their own Facebook pages, and soon farmers and dealerships throughout the region did the same.

FarmLife tells not only the Gingues’ story, but also how Massey Ferguson helps them be successful. In addition, FarmLife helps the client, AGCO, and its dealer network achieve success, as evidenced by the following video interview with AGCO Tactical Marketing Manager Blane Clark, who discusses a tractor sale made after a potential customer viewed the Gingue video:

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