My zero-turn mower is dead — or at least I want it to be dead. It could last another year, but I don’t want it to. I’m ready for something new and faster. I think I know what brand and deck size I want after writing about and test-driving machines for the magazine. So, I thought it should be fairly easy to choose a dealership and make a purchase. However, I get the feeling that no one wants to sell me a mower.
Here’s how I know. First, I have received no direct mail this year at all advertising mowers, even though we’ve received plenty of other ag-related direct mail from seed companies, large ag dealerships, chemical companies and land companies. If I did, I tossed it without knowing it.
I don’t watch network TV or listen to local radio, so I miss those ads (if they’re running). I spend plenty of time on Facebook, but don’t remember seeing any sponsored ads. I drive by many billboards and electronic billboards and have seen only two ads, which said nothing more than the name of the dealership and the lines they carry.
I regularly drive by several dealers, but nothing makes me want to stop. A lineup of machines with the intent of “looking like they are in the business” is just a row of machines I would need to wade through and eliminate. The lots, storefronts or billboards do not promote any seasonal specials or special “test-drive” offers, especially when compared with what car dealers do. By taking some car test drives, I could treat myself to a steak dinner, earn a gift card or be entered for a chance to win concert tickets.
I thought I remembered seeing something somewhere about 0% financing for 48 months for a particular manufacturer. It took at least 5-10 minutes to find it listed on a dealership’s website.
Does it sound like I’m complaining? Probably, but I am ready to purchase and just need a little push to make it happen. The marketing tactics I mentioned are straightforward and any one of them would have caught my attention. I’m sure the dealers don’t think they are missing out and have good promotions running, but they’re not enough. Keep people like me in mind when you’re planning your marketing and advertising.