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From: Lance (Observation of What Works and Why)
Remote Name: 66.82.53.169
Date: 27 Aug 2003
Time: 17:30:17
John Deere Marketing Time Gets Kudos. I would like to recognize the marketing efforts of John Deere especially as we have spoken before with regards to their TOYS http://www.johndeeregifts.com/ . They have a complete line of nearly every tractor or agricultural attachment they make available in small –micro size http://www.johndeeregifts.com/category-category_id/236946 . By instilling brand name with kids they are creating a culture of future customers and brand name recognition. The reason I bring this up, since it is not a new issue is that these toys are on the shelves of Wal-Mart and they are really selling well, right up there with Match Box and Hot Wheels. Other smart companies are NASCAR and Harley Davidson, which also have many die cast products flowing off the shelves. And it makes sense all the way around. NASCAR is now following the Baseball Card idea for drivers and that is also a big hit, really big. I talked to a guy who was a wholesaler traveling the country stocking stores up on these kids cards as impulse items and the customers also cannot keep them in stock. NASCAR also has board games like Monopoly and penalties of the dice for pit stops, tire flats, crashes and the game is very fun to play and kids and dads really love it; http://www.entertainmentearth.com/hitlist.asp?theme=NASCAR (out of Stick). If you think about it here is one Brand Name signing up with another brand name to further both brand names, such synergy strategies is used also by our team. For instance Oil Change Guys, Car Wash Guys, Aircraft Wash Guys, Truck Wash Guys, very smart marketing that they do not seem to understand at the top American business schools and the Thesis Projects and Dissertations on the subject really suck and the HBR has done a poor job of understanding these things. The doers are doing it and the academia is talking about something they do not even understand. I have read almost every book on branding and discussed with ABA Forum Attorneys issues and met people who have had family in the Toy Business who really did not understand how synergies work or which brands will work good together or why. NASCAR is so popular that the Republican National Committee ought to sponsor a car and driver. Just like they should be selling Die Cast Toys of Air Force One, the Presidential Tour Bus, Presidential Limo, Secret Service SUVs, Farm animals on the Ranch and action figures of the main players. Including Bush (Jeb, GW and Dad, Barbara) Having studied this already we believe it is worthy of further brand name extension and also good for America; http://www.carwashguys.com/tour_bushlibrary.shtml . When marketing a name or person or company or cause you need to filter your message through all channels. Look at the positive advantage of Arnold Schwarznegger, his dolls for Terminator, etc also are sold out everywhere http://www.figuremania.com.au/ , even those 3.5 Billion Chinese cannot keep them on the shelves. Remember 20-30 years ago the IKE Dolls Roosevelt Dolls, Truman Dolls, I even have a Nixon Doll still. America is about families and therefore all worldly events in sports, business, politics or whatever should be represented in such a way to touch the minds and souls of all peoples, rich and poor, young and old, black or white. See my point? So, Arnold Dolls and Terminator Dolls are not the only toys out of stock, many NASCAR items are out of stock http://www.amazon.com/exec/obidos/tg/detail/-/B00001SVDH/102-3189373-3464926?v=glance and you can ask anyone, why, because it has managed it’s brand very well and it has crossed all areas and social self segregated segments. For instance Rich and Poor, South and North, East and West Coasts. Good branding, very good. Dads like to buy toys they wish they had when they were young, but those toys did not exist yet. Hasbro has made an agreement with 29 NASCAR Drivers. Folks this is big business; http://toycollecting.about.com/gi/dynamic/offsite.htm?site=http://www.corporate%2Dir.net/ireye/ir%5Fsite.zhtml%3Fticker=HAS%26script=410%26layout=6%26item%5Fid=61544 . John Deere is taking up lots of shelf space in Wal-Mart, quite incredible really. The number of toys is incredible including books !!! and Play ground toys. Think of it. Amazon who sells books sells John Deere and NASCAR Toys and John Deere has developed books teaching kids about farming and life and hard work ethic, exactly what kids need to learn if they are to grow up raise a family, run their own farm take their kids to NASCAR events, hire the Car Wash Guys and eventually buy themselves a Harley Davidson. Let me know when all this starts making sense to you’all. http://www.johndeerekids.com/ . Kids and Brand Names go together, they always have, see our Play Room Concept; http://www.carwashguy.com/marketing.shtml And also realize and big business who wants to continue brand name and sell to the masses must never forget the kids whether they are established Brands and the Largest Corporations in their field; http://www.concretewashguys.com/md.shtml and http://www.carwashguys.com/091102_4.shtml or even non-profit types groups with a cause just starting out: http://www.worldthinktank.net/youth.shtml I hope you have enjoyed this mini study and comments of my research on the subject in analyzing the John Deere, NASCAR strategies and possible future strategies of the current political climate. Lance@carwashguys.com
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