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Harvest Success HARVEST SUCCESS 2020 RURAL KING® MARKETING SUMMIT 08 PRINT MARKETING 10 Bi-Weekly Flyers 14 Literature 16 Direct Mail 18 STORE EXPERIENCE 21 Features 22 Store Events 25 Store Signage 26 DIGITAL MARKETING 28 Emails 30 Digital Aisle 32 Online-Only Ad Pages 33 Google AdWords 34 Social Media 36 VIDEO MARKETING 38 Promotional 40 Training 42 RADIO MARKETING 44 Traditional Radio 46 Pandora Radio 47 In-Store Radio 48 ADDITIONAL MARKETING 51 Billboards 52 Trailer Graphics 54 Military Bucket 56 Associate T-Shirts 58 County & State Fairs 59 4-H Gift Cards 60 Manager Meeting 63 Training Event 64 New Store Grand Openings 66 Harvest Card 68 MARKETING RESOURCES 69 Quick Price Guide 70 2019 Calendar 72 RK Brand Guidelines 74 Partner Recognition OUR BEGINNING SERVING RURAL AMERICA Rural King Supply, America's Farm Our locations have an outstanding and Home Store, planted its roots product mix, with items such as in Mattoon, Illinois in 1960, when livestock feed, farm equipment, Kermit Speer and Keith Beaird agricultural parts, lawn mowers, observed that rural customers workwear, sporting goods, seasonal were being ignored by many large items, housewares, and toys. We retailers. Serving rural and farm have recently added our own line of customers continues to be our tractors, and that market continues primary goal, almost 60 years later. to grow for us, as well. All Rural King stores will sell and service RK Since our first store in 1960, Tractors beginning in 2020. we have grown to 116 stores, and we continue to grow every As we grow, we don’t forget the core year. Our stores are located values we share with our customers. in 13 states (Illinois, Indiana, We know the meaning of hard work Kentucky, Missouri, Tennessee, and the value of a dollar. We are Ohio, Michigan, Pennsylvania, committed to providing excellent West Virginia, Virginia, North customer service in all our locations, Carolina, Florida, and Alabama) because we are our customer. and continue to serve rural customers both in stores and on We encourage you to come in and our websites, www.ruralking.com, take part in our nearly 60-year www.rkguns.com, and tradition by enjoying a free bag of www.rktractors.com. popcorn and cup of coffee on us. 2020 MARKETING SUMMIT // OUR BEGINNING 5 VENDOR PARTNERSHIP SHARE IN OUR SUCCESS Rural King’s marketing and Each of our marketing plans is design team have years of executed in-house, using up- training and experience in to-date trends in product and creating unique, sales-driving customer analysis. By creating a content. We utilize a variety of focused advertising plan, we can media outlets to make sure your ensure our vendors get the most products and services are getting out of their marketing budget. the attention they deserve. Whether you have existing All our marketing options are content to share or would like us tailored to fit the unique needs to create something for you, the of your products and business. Rural King marketing team is here Whether your customers are best to make sure you get the most out found through print advertising, of your advertising dollars. digital advertising, social media, in-store signage, video, or radio marketing, we will help your message reach them as efficiently as possible. 2020 MARKETING SUMMIT // VENDOR PARTNERSHIP 7 PRINT MARKETING BI-WEEKLY PRINT FLYERS REACH A WIDE AUDIENCE MARKET DRIVER Our flyer is the most consistent driver of our marketing engine. Flyers give our vendors Speak to Customers Consistently the chance to get their products in over 5 million printed circulars across 13 states! We create a digital version for each flyer volume, add to the Flipp ad network, and email to millions of customers each week. Using store sales and customer data, along with demographic information, we target 4.5 MILLION COPIES all of our flyers to the areas around our stores where your customers are most likely to be found. Also, targeted versions of flyers allow vendors to speak to their customers in of our bi-weekly print flyers are printed with specific states, regions, or areas they would like to grow or reinforce customer behavior. each volume With 28+ flyers and special event publications each year, you can potentially reach over 5 million people for as little as $3000. SIZES 4,000 ZIP CODES FLYER across the United States receive our bi-weekly Of Consumers Of Primary Shoppers are More Likely Read Weekly Ads print flyers to their homes every two weeks to Visit a Retailer (Edison Research) 71% Who Sends a 84% Flyer (BrandSpark Itl.) 190,000 IN-STORE visits generated by Flipp app impressions in the last 24 months OPPORTUNITIES & PRICING (Flipp Network) 1 Box . $3,000 Double Box . $5,000 Banner Space . $8,000 Quarter Space . $12,500 19.1 MILLION VISITORS Half Page . $35,000 Full Page . $65,000 saw our flyers on the Flipp app in the last Wrap . $65,000 12 months (Flipp Network) 2-Page Pullout . .$125,000 4-Page Pullout . $250,000 Front Cover Spot . $10,000 Back Cover Spot. $8,000 2020 MARKETING SUMMIT // PRINT MARKETING 11 FLYER DIMENSIONS MAXIMIZE YOUR SPACE SINGLE BOX HORIZONTAL DOUBLE BOX (2" X 2.2") (4" X 2.2") VERTICAL FOUR BOXES DOUBLE BOX (4" X 4.5") (2" X 4.5") QUARTER PAGE (8" X 4.5") BOX OUTLINES FOR EXAMPLE PURPOSES ONLY. REFER TO DIMENSIONS FOR ACTUAL SIZE. PRODUCT LITERATURE PRINT ADVANTAGE BROCHURES & CATALOGS Educate Customers and Associates Alike Educate customers and and should be discussed with associates alike with an your category manager and engaging, impactful brochure the Rural King marketing and or catalog. Showcase your design team. 30 MINUTES selection, product details, How Long Customers View specifications, and more. Whether your products are a Catalog On Average part of a seasonal program, (Hansel Group Marketing) The Rural King team will carried in stores year-round, work with you to create a available in-store, or online design that highlights the only, take advantage of this most important elements opportunity to get your of your products, utilizing message in front of both our 84% OF SHOPPERS product pictures, features, customers and our associates Purchase an Item After Viewing it in a Catalog and benefits to create a to drive your sales. (USPS) captivating booklet. We are prepared to work with Prices for catalogs and you throughout this process brochures may vary, and to make sure you are getting prices listed below are the most out of your print starting prices. Original advertising investment. 69% OF SHOPPERS price can be estimated upon Consult a Printed Catalog Before choosing length and layout. Making an Online Purchase Printing details (quantity, (Hansel Group Marketing) distribution, color, etc.) will adjust the pricing as well $15 SPENT OPPORTUNITIES & PRICING By Existing Customers on Average for Every Product Catalog . .$65,000 $1 Spent on Production of Catalogs Tri-Fold Brochure. $32,500 (Entrepreneur.com) 2020 MARKETING SUMMIT // PRINT MARKETING 15 DIRECT MAIL TARGETED REACH With specific regional and demographic targeting, we can drive your brand to your desired customers with direct mail. Work with our skilled media services team to create a design and a direct mail program for you. Speak directly to your audience by being part of something they receive each day: their mail. Target your message to specific store areas, specific demographics, or any focus of your choosing. We’ll work with you to determine the best targeting for your products and help you craft the message to reach the maximum number of customers. Pricing for direct mail is based on targeting options, reach, and other format variables. Rural King will always find the best price for the area. For a complete list of targeting options, please contact us. OPPORTUNITIES & PRICING Direct Mail . Custom Quote 2020 MARKETING SUMMIT // PRINT MARKETING 17 STORE EXPERIENCE RUDY SPECIAL STORE Nobody Beats This Price FEATURES ADVERTISE DIFFERENTLY Get your products front and center with features, pallet drops, and more. Featured items attract more attention and are more likely to be added on an impulse buy. Your message will receive millions of impressions a week as customers walk through our stores. Give your products the best spots in the house with Rural King features. RUDY SPOT This is the best spot in the pallet drop space in every Rudy items are also featured house. Our Rudy items are store. They are top-of-mind in a short Youtube/ Facebook limited-time deals for our for our associates, which video that teaches our customers that help drive means they are top-of-mind associates and customers the traffic to our stores and with our customers. top benefits of our products. increase brand recognition Find more information on for your products. Prominent placement in the Rudy Video in the video Average Units Sold Average Unit Lift our stores is extremely marketing section. All Rudy items are placed helpful in boosting sales and During Rudy Period Over Prior Year on the front page of our product knowledge with our 103,747 26,466 flyer and are given the first associates and customers. OPPORTUNITIES & PRICING Endcap (60 Days) . $16,950 Average Sales Lift Pallet Drop (60 Days) . $28,250 Over Prior Period Rudy Spot (2 Weeks) . $15,000 Sidekicks (60 Days) . $5,650 Margin Bins (60 Days) . .$11,300 $519,249 Clip Strips (60 Days) . $2,825 2020 MARKETING SUMMIT // STORE EXPERIENCE 21 STORE EVENTS RETAILTAINMENT Throughout the year, our stores host events for all customers to enjoy. Sponsor your very own store event in any or all of our Rural King locations to get the word out about new products or highlight the originals.
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