From Linear TV to Retail Media: How Goodway Helped Left Hand Agency Prepare for What's Next
A two-year transformation that positioned an indie agency for long-term growth in retail and CPG.
Increasing Multi-Location Sales
Data-driven digital strategies boost multi-location sales by 22%.
Key Outcomes
Partnering with Goodway on digital advertising, Kubota dealers successfully navigated a challenging market environment and achieved growth. Combining unrivaled expertise, sophisticated targeting, premium media buying, and personalized support has proven to be a winning formula for driving multi-location sales and maximizing marketing ROI.
0.5%
increase in YoY sales for participating Kubota dealers
4%
decrease in sales for non-participating Kubota dealers
2%
market decline, highlighting Goodway’s strategic positive impact
Challenge
Kubota dealers navigate a complex landscape with their diverse product line including residential tractors, farm equipment, construction machinery, and commercial mowers. This variety demands nuanced marketing approaches tailored to different customer segments and geotargeting down to specific counties and zip codes. In an ever-evolving digital advertising ecosystem, dealers must stay current with rapidly changing tech and best practices, maximize limited marketing budgets in a competitive market, and implement sophisticated targeting.
Strategy
Goodway capitalized on its multi-location digital advertising acumen and purchasing power to access sophisticated targeting capabilities and premium media, ensuring quality of scale. This was complemented by hyper-targeted, multichannel campaigns implemented on a zip code basis, precisely reaching the right audience across search, social, connected TV (CTV), display, and audio to drive sales – while creating a seamless experience from national branding to local sales.
Results
A comparative analysis of Kubota dealers working with Goodway versus those who didn’t from January through June 2023 and 2024 revealed these insights:-Overall market decline was 2%, highlighting Goodway’s strategic positive impact-Non-participating dealers experienced a 4% decline in year-over-year sales-Participating dealers saw a 0.5% increase in year-over-year sales — and sold 22% more units in 2024
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Recognition
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Goodway’s overall buying power allows us to deliver sophistication and quality in small campaigns that individual dealers certainly couldn’t get through one-off agencies. This strategic advantage directly drives bottom-line results for our dealers.
Paul Manger
Director, Product Marketing, Construction Equipment, Kubota Tractor Corporation
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