Unique tractor dealer research released - Part three


Insight is at the heart of everything we do at TAP. We have made it our business to understand the world of agriculture and to stand out as an agency with compelling content at its heart. Our latest fact finding mission has seen us commission some research amongst UK machinery dealers (agriculture and ground care) regarding their opinions and perceptions about the market and brands.

Part Three -  From an Ag dealer's perspective, what's important to their customers? 

The tractor market has seen ups and downs over the last few years with new players entering and it is fair to say disrupting the market.

Dealers are that crucial connection with the customer and we will be sharing this unique research with you over the coming month or so and findings will be posted below. The data was collected via a survey through Service Dealer Magazine earlier this year which sampled feedback from 48 dealership organisations across the UK.

A summary document of the findings will be available from TAP.
Register Below to recieve the FREE summary document in July.


Dealers see their local name and reputation as the greatest driver in bringing customers through their door.

Unique tractor dealer research released - Part three

Our research so far has focused on the dealers’ perceptions of tractor brands and the important elements of a dealer-manufacturer relationship.  This week we asked dealers to rate from 1 to 5 the greatest influencer for bringing customers into their dealerships (1=least influential, 5=most influential). This is not only useful for dealerships, but also provides a valuable insight for manufacturers from a sales & marketing perspective, in order to assist their dealer networks. 

Out of the 48 dealers surveyed, it was surprising to learn that in a digital age, word-of-mouth or more specifically, a dealers’ local name & reputation, was viewed by 96% of individuals as the greatest sales influencer. As an agency that has close relationships with the end user of tractors (e.g. farmers), the feedback we have received supports this claim in that they will only buy from dealers who they have a good relationship with, and who also have a good reputation.  The brands that particular dealer’s stock is secondary in their purchasing decision, with 84% of individual dealers rating this as a significant sales driver.

Additionally, it was interesting to learn that digital advertising through directories such as Yell and the Dealership’s own website were given a score of 4 or more by only 20% of dealers. 45% of dealers still view their offers as one of the greatest drivers for sales, compared with local events (of which only 34% of individuals gave this a score of 4 or more). Manufacturers can assist dealers with local events (in terms of sales collateral), but they can also assist dealers by helping them to make their offers more attractive (through providing extras such as added warranty or included accessories) 

The biggest digital marketing influencer was social media, with 34% of individuals giving this a score of 4 or more - another area where manufacturers can assist with, providing digital assets for social media content.

This page will be updated with our next instalment over the next week.  If you would like reminders then follow us on Twitter or Facebook (just click icons at top of page to follow) and please tell your colleagues if you feel they might benefit from this insight.

Your details are solely for TAP’s use to deliver the report summary and confirmation follow up. They will not be shared with any external organisations. Please ensure that your details are accurate (i.e.correct organisation showing). TAP will only release the report to correct submissions.

If you would like to know more about TAP, just let us know via and we will be in touch.



Form by ChronoForms - ChronoEngine.com Shaun Cooper - 16/07/19

"Partnering with TAP has helped our team tackle the challenges of the European marketplace and its diversity of geographies and languages. TAP’s expertise, connections and work has strengthened our brand, content and social media efforts. We appreciate its responsive collaborative approach, and its ability to work efficiently within short timelines, limited budgets and across time zones and languages. Plus it connected quickly with our team and are a pleasure to work with."

Colleen Shaw - Global Communications Leader, Nuseed

"The Ad Plain’s digital skills and expertise have helped Interagro in building a social media presence in the agricultural market place. TAP are innovative and creative with their ideas and at the forefront of developing social media strategies. A dynamic and forward thinking team - an absolute joy to work with."

Emma Ralph - Managing Director, Interagro

"Mexico Tourism Board worked with TAP for all its creative requirements for UK, Ireland and Scandinavia. We have been delighted with the strong creative concepts which work effectively over a broad spectrum of media. In addition, as well as communicating a strong image of Mexico, the creative works to accurately portray the rich diversity of Mexico's many regions. The whole team are always ready to help and will find a solution for any problem and hit even the tightest deadlines."

Lupita Ayala - Deputy Director, Mexico Tourism Board

"TAP have helped Monsanto through all stages of establishing and building a social media presence for DEKALB, which yielded impressive results in a recent high-profile website launch."

Lucy Kane - Production & Marketing Coordinator, Monsanto

"The Ad Plain's professional, creative and patient approach enabled us to produce a vibrant and accessible report for the conference which will stand the test of time and which is already creating demand for further copies. Thank you to The Ad Plain team for working so effectively with us."

Julian Gairdner - Co-chairman Oxford Farming Conference