Both Mid-State Equipment (John Deere) and Johnson Tractor (Case IH) say their most strategic decision yet was establishing stores in the Janesville, Wisconsin market. Johnson arrived there in 1986 and Mid-State Equipment in 2000. Here’s a different — and surprising to some — look at a market that has been well documented since General Motors pulled up stakes from the city.

Ready or not, Generation Z is making its debut at the dealership, factory and the farm. With the influx comes new approaches to branding, politics and advertising, all of which Osborn Barr’s Neil Caskey is determined to sort out. Recent UW-Madison graduate (Life Science Communications within the Ag School) Jordan Gaal finds himself on the fringe between Millennial and Gen Z, providing a unique perspective on what’s to be expected.

Vernon Schmidt (Executive Vice President, Farm Equipment Manufacturers Assn.) and Heather Hetterick (Director of Marketing, Redline Equipment) met for the first time during the United Equipment Dealers Assn. in Louisville, Ky., in February. Both have experience working with associations and manufacturers (Hetterick did a stint with the Assn. of Equipment Manufacturers before moving to Ohio with husband, Zach, at Redline) and explored the challenges that come with promoting shortlines in a mainline dealership.

Marketing Director and member of John Deere’s North American marketing council scheduled to present strategies for showing the ROI behind dealers’ marketing tactics at 2018 Dealership Minds Summit.

Expert panel of dealers to discuss improving results for a fraction of the price

Mike Wiles, host of the popular Ask Tractor Mike Youtube page, to share proven video marketing strategies at the 2018 Dealership Minds Summit