Growing the Next Era of Kubota Customers

Earning customer loyalty starts with the very first purchase, especially on products with long life cycles. Goodway Group and Realtor.com increased Kubota’s brand awareness among first-time equipment buyers and encouraged purchases while delivering data-driven, personalized messaging.

Key Outcomes

Goodway Group and Kubota Tractor Corporation customized and tested a new Realtor.com brand utility tool that stretched across the funnel — introduced the Kubota brand to potential first-time residential equipment buyers and moved them toward a purchase — and were rewarded with digital advertising results that surpassed Realtor.com benchmarks and drove a record number of consumers to dealer websites.

208%

over goal on tool opens

‍

107%

over goal on tool interactions

‍

165%

increased visits to local dealer websites!</p>

‍

Challenge

To capitalize on the rural migration trend amplified by the pandemic and new work-from-home policies, Kubota Tractor Corporation, a heavy equipment manufacturer, hoped to build brand awareness among consumers looking to make a lifestyle change. The goal was to establish an emotional connection with potential first-time residential equipment buyers when they were searching for rural property and considering the equipment they would need to manage the land and accomplish their dream.

‍

Strategy

Kubota Tractor Corporation and Realtor.com's novel partnership was an exceptional fit. Goodway Group personalized a Realtor.com native advertising tool for Kubota's Realtor.com campaign. Together, Goodway Group and Realtor.com built a native advertising tool that met Kubota's needs. As consumers searched property listings on Realtor.com, a custom Kubota interactive overlay form would collect crucial data points, including property acreage and how they planned to use the land. Using first-party data, the tool would recommend personalized Kubota residential equipment matching each consumer's need for the outdoor job, whether hobby farming, property maintenance, landscaping or more.

‍

REsults

This Goodway Group and Realtor.com native advertising campaign helped Kubota Tractor Corporation build brand awareness and directly target, engage and interact with potential first-time rural home buyers on the verge of being in market for residential equipment. The three-month flight surpassed Realtor.com benchmarks and Goodway's and Kubota's own expectations, achieving 208% over goal on Kubota tool opens, 107% over goal on Kubota tool interactions and 165% increased visits to local dealer websites!

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A Kubota Realtor.com national advertising campaign drove a record number of consumers to dealer websites. See how.

Earning customer loyalty starts with the very first purchase, especially on products with long life cycles, and first-time equipment buyers have always been a significant focus vital to Kubota’s success.</p><p>While Kubota manufactures commercial equipment such as large agriculture tractors and excavators, it also has a successful line of residential equipment too — including sub-compact and compact tractors, UTVs and mowers.

The Goodway Group and Realtor.com native advertising campaign delivered data-driven, personalized messaging and helped Kubota build brand awareness and directly target, engage and interact with potential first-time rural home buyers on the verge of being in the market for residential equipment.

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REcognition

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With Realtor.com's innovative native advertising tool and Goodway Group's out-of-the-box thinking and customization, Kubota was able to engage the post-COVID customer, achieve remarkable campaign results and chart new paths for growth.

Carolyn Hikiji

Digital Media Director, Strategic America

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