{"id":931,"date":"2019-08-29T01:29:43","date_gmt":"2019-08-29T01:29:43","guid":{"rendered":"https:\/\/new212fprod.wpenginepowered.com\/au\/case-studies\/new-holland-australia\/"},"modified":"2025-05-07T16:05:08","modified_gmt":"2025-05-07T06:05:08","slug":"new-holland-australia","status":"publish","type":"case-study","link":"https:\/\/212f.com\/au\/case-studies\/new-holland-australia\/","title":{"rendered":"New Holland True iBlue Incentive Program"},"content":{"rendered":"\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-center\">In competitive markets where purchases are influenced by recommendation, dealers must find value alongside the machinery they\u2019re selling to advise farmers to buy it.<\/h2>\n\n\n\n<p class=\"has-text-align-center\">New Holland has successfully been supporting dealers with <a href=\"https:\/\/212f.com\/au\/b2b-solutions\/channel-partner-incentives\/\">channel partner incentives<\/a> and rewarding them for pushing the product over other brands.<\/p>\n\n\n\n\n<section class=\"case-study-data-block no-padding col-12 row\">\n\n\n\n\n<div class=\"graphic-image col-12 no-padding row flex-center flex-middle\">\n\n\n<ul class=\"col-12 no-padding row flex-center\">\n        \n    <li class=\"col-6 col-4-l row flex-center\">\n            <div class=\"number\"><span class=\"counter\" data-to=\"94\">94<\/span><\/div>\n                            \n                    <div class=\"text col-12 no-padding text-center\">\n                            <p>% Sales Claims<\/p>\n                    <\/div>\n                <\/li> \n\n                    \n                    <li class=\"col-6 col-4-l row flex-center\">\n            <div class=\"number\">86:1<\/div>\n                            \n                    <div class=\"text col-12 no-padding text-center\">\n                            <p>ROI<\/p>\n                    <\/div>\n                <\/li> \n                           \n\n\n\n\n\n\n \n\n<\/div>\n\n<ul class=\"the-pain-points col-12 no-padding row flex-center flex-top\">\n\n<li class=\"items col-12 col-6-t col-3-l row flex-center\">\n<div class=\"text-icon\">\n\n\n<?xml version=\"1.0\" encoding=\"UTF-8\"?><svg id=\"uuid-cc334c66-e683-405e-97ab-19841380d03c\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"120\" height=\"120\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\" viewBox=\"0 0 120 120\"><defs><style>.uuid-fb337512-1409-4f0f-9ca0-ba0ec1bfc7be{fill:none;}.uuid-1addca0a-0524-4a03-9fec-2341ef7a1bdb{fill:#d2232a;}.uuid-861d877c-4802-48a7-b826-b1441b0e9a33{clip-path:url(#uuid-b328a96e-98c2-414f-88ef-eb9681787173);}<\/style><clipPath id=\"uuid-b328a96e-98c2-414f-88ef-eb9681787173\"><rect class=\"uuid-fb337512-1409-4f0f-9ca0-ba0ec1bfc7be\" x=\"20.185\" y=\"31.68649\" width=\"79.63\" height=\"56.62701\"\/><\/clipPath><\/defs><rect id=\"uuid-6260b66a-04d0-4872-a5a2-f0ed64fc6469\" class=\"uuid-fb337512-1409-4f0f-9ca0-ba0ec1bfc7be\" 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           <h6>Channel Sales<\/h6>\n\n\n<\/div>\n\n<\/li>\n     \n<li class=\"items col-12 col-6-t col-3-l row flex-center\">\n<div class=\"text-icon\">\n\n\n<?xml version=\"1.0\" encoding=\"UTF-8\"?><svg id=\"uuid-ce3c8dfd-d3ed-4292-ac6f-757b4d9e68e5\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"120\" height=\"120\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\" viewBox=\"0 0 120 120\"><defs><style>.uuid-72d252ad-158b-49c5-a572-b6fd205e9c79{clip-path:url(#uuid-f50aca42-aec2-440e-8ce3-cc15a280b602);}.uuid-8e8fe68b-a867-4118-90f3-95ae5fbc6435{fill:none;}.uuid-7676ae75-759d-4655-8cb8-a679178bfe32{fill:#d2232a;}<\/style><clipPath id=\"uuid-f50aca42-aec2-440e-8ce3-cc15a280b602\"><rect class=\"uuid-8e8fe68b-a867-4118-90f3-95ae5fbc6435\" x=\"19.784\" y=\"32.75449\" width=\"80.43201\" height=\"54.49103\"\/><\/clipPath><\/defs><rect id=\"uuid-d3db9dbc-eedb-4c92-bad4-4dda80397f5a\" class=\"uuid-8e8fe68b-a867-4118-90f3-95ae5fbc6435\" width=\"120\" height=\"120\"\/><g 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           <h6>Retention &amp; Engagement<\/h6>\n\n\n<\/div>\n\n<\/li>\n         <\/ul>\n    \n<\/section>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<section  class=\"fifty-block col-12 no-padding section-margin row  alignfull\" style=\"background: url(https:\/\/212f.com\/au\/wp-content\/uploads\/sites\/2\/2024\/10\/212F-Website-square-Image-510-x-510-Template-16.png); background-position: center center; background-repeat: no-repeat; background-size: cover;\">\n\n\n    <div class=\"text-side col-12 col-6-l no-padding row flex-center dark-grey slant image-right \">\n\n        \n    <div class=\"text-wrapper\">\n<h2>The Challenge<\/h2><p>New Holland is a global brand of agricultural machinery produced by CNH Industrial; one of the world&#8217;s largest capital goods companies which sells agricultural and construction equipment.\u00a0 The New Holland Agriculture product range includes: tractors, combine harvesters, balers, haying tools, seeding equipment, utility and other vehicles.<\/p>\n<p>Sales have proven to be onerous in Australia due to the droughts and changing climate conditions, but more importantly due to the wide competition growing in this market.\u00a0 We\u2019ve come a long way from the good old days of farming, where the only brand farmers had to worry about was the one they stamped on their horse\u2019s rear end. \u00a0Tractors have not only taken over the role of workhorses, today farming is extremely sophisticated with top class operations, and with every passing year, there are more brands and models available on the market.<\/p>\n<p>Technology, comfort and price are key defining factors to buying machinery. However, all brands have great products due to technology having come a long way. Yes, there are lots of technology differences, but to keep it simple: farmers can choose between \u2018green\u2019 (John Deere), \u2018red\u2019 (Case IH) or \u2018blue\u2019 (New Holland) machinery. Amongst many other brands, and traditionally, farmers are loyal to the brands they\u2019ve purchased in the past. This makes it challenging for the New Holland dealer sales staff to persuade customers to shift their preference.<\/p>\n<p>In this environment, it is key for New Holland to support, add value and provide great offers, not only to the farmers but to the dealers, who are the ones recommending \u2018blue\u2019 (New Holland) machinery over \u2018green\u2019 (John Deere) and \u2018red\u2019 (Case IH). Dealers can influence the purchase and move tractors, combine units or balers in order to maintain and increase sales levels or grow market share in such contended conditions.<\/p>\n<p>A farmer spends on average $200,000 or more on a new machine, therefore, dealers need a good reason to push such big sales items. New Holland needed to reward dealership sales staff and offer a share of the value their sales bring to the business \u2013 to provide a real benefit to them. The challenge was that to offer such a reward New Holland needed to be achieving their sales in order to sustain this incentive model.<\/p>\n\n        <\/div>\n\n\n\n    <\/div>\n\n\n    <div class=\"image-side none flex-l col-6-l no-padding row image-right\">\n        \n    <img decoding=\"async\" src=\"https:\/\/212f.com\/au\/wp-content\/uploads\/sites\/2\/2024\/10\/212F-Website-square-Image-510-x-510-Template-16.png\" alt=\"new holland incentive program case study\">\n\n        <\/div>\n<\/section>\n\n\n\n\n\n<section   class=\"two-column-block block-section alignfull col-12 row   dark\"\n\t\t>\n\n\n\t<div class=\"row flex-start container container-xxl\">\n\n\t\t<div class=\"block-title-section row col-12 col-8-l no-padding \">\n<div class=\"col-12 no-padding\">\n<h2 class=\"\">\nThe Solution\n<\/h2>\n\n<\/div><div class=\"block-text-area col-12 no-padding p-size \"><p><strong>212F designed an incentive program that focused on dealership sales managers to reward them directly, not the dealer, for selling more units. The dealership sales managers are key in the sales process and are in the field building relations with customers and driving market penetration.<\/strong><\/p>\n<p>The incentive program gave sales managers a considerable percentage of the machine value in rewards for every eligible tractor or combine sold. Eligibility was based on selected models, which could change throughout the program; giving New Holland the flexibility to manage their budget and move the products they required. It also meant that they could drive sales staff to focus on specific units and maximise their efforts.<\/p>\n<p>The incentive was paid in points, which could then be exchanged for reward items or Visa prepaid gift cards. Having these two options for redeeming rewards gave dealers the flexibility to do whatever they wanted with their points.<\/p>\n<p>The program was called True iBlue. This name came from the brand \u201cTrue Blue\u201d, a marketing concept New Holland uses in many parts of the world. It relates to farmers, their lifestyle, struggles, and successes. Seemingly, the True iBlue concept communicated the distinctive New Holland \u2018blue\u2019 colour, aiming at positioning the brand front of mind.<\/p>\n<p>By slightly changing the word Blue to iBlue, the program was brought closer to the sales manager. It communicated the fact that the program had an online portal where sales managers could register and participate. Here, they could also learn everything about the incentive program and how to claim their reward points for eligible sales.<\/p>\n<p>More importantly, the site allowed them to redeem their points (accrued for every approved claim) and choose merchandise from an online catalogue that offered a wide variety of goods, technology gadgets, household items, gift vouchers etc. The other option was to convert points into dollars on a branded Visa Prepaid Gift Card that could be loaded with money every time they redeemed points.<\/p>\n<\/div>\n\n\n\n\n<div class=\"the-ctas row col-12 no-padding  flex-middle \">\n\n\n\t\t\t\t\t\t\t\t\t<a class=\"button button-default-color bubble-button\" href=\"#newhollandform\"\n\t\t\t\t\t>Contact us today<\/a>\n\t\t\t\t\n\t\t<\/div>\n\n\n<\/div>\n\n\t\t<div class=\"right-side col-12 col-4-l no-padding\">\n\t\t\t\t\t\t\t\n\t\t\t\t<div class=\"col-12 reward-multi rotate-hover\">\n\t\t\t\t\t<a class=\"col-12 row no-padding\" href=\"https:\/\/212f.com\/au\/rewards\/visa-prepaid-cards\/\">\n\n\n\t\t\t\t\t<div class=\"col-12 no-padding image-wrapper\">\n\t\t\t\t\t\t\t<div class=\"reward-image\"  style=\"background-image: url(https:\/\/212f.com\/au\/wp-content\/uploads\/sites\/2\/2024\/11\/Long-image-Incremental-sizing-59.png)\"><\/div>\n\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<div class=\"reward-excerpt col-12 no-padding\">\n\n\t\t\t\t\t<h3 class='flex-middle row'>Visa Gift Cards<\/h3>\t\t\t\t\tYou choose the reason. They choose the Reward! Branded cash that offer the ultimate choice. <\/div>\n\n\n\t\t\t\t   <\/a>\t\t\t <\/div>\n\t\t\t\n\t\t\t\t\t <\/div>\n\n\t\n\n\t<\/div>\n\n\n<\/section>\n\n\n\n\n\n\n\t<section   class=\"two-column-block block-section alignfull col-12 row light flip\"\n\t\t  style=\"background-image:url(https:\/\/212f.com\/au\/wp-content\/uploads\/sites\/2\/2024\/10\/red-waves.png);background-repeat: no-repeat;background-size: cover;background-position: top center;\" >\n\n\t<div class=\"row  flex-start container container-xxl\">\n\n\t\t<div class=\"block-title-section row col-12 col-8-l no-padding \">\n<div class=\"col-12 no-padding\">\n<h2 class=\"\">\nThe Outcome\n<\/h2>\n\n<\/div><div class=\"block-text-area col-12 no-padding p-size \"><p>The True iBlue incentive program had staggering engagement and participation. The objective and behaviours the incentive set out to achieve were met. Sales managers who recommended and sold New Holland machinery over other brands were rewarded commensurately.<\/p>\n<p>Over the years, dealers have not only felt they\u2019ve been personally recognised by New Holland more than any other manufacturer, besides the mutually beneficial financial relationship, the program rewards represent support to their businesses \u2013 especially during the tough times seen in the farming industry.<\/p>\n<p>Most importantly, the program delivered a result of 86:1 return of investment; returning New Holland 86 times every dollar spent on the program. A staggering result when compared to similar industries such as automotive where an average of 4:1 in reward and incentive programs is expected.<\/p>\n<p>&nbsp;<\/p>\n<\/div>\n\n\n\n\n<\/div>\n   \n\n\t\t\n\n<div class=\"col-12 col-4-l select-image right-side flex-middle row\">\n\n\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/212f.com\/au\/wp-content\/uploads\/sites\/2\/2024\/10\/212F-Website-square-Image-510-x-510-Template-17.png\" alt=\"\">\n\t\t\t\t\t\t <\/div>\n\n\t\t\t\n\n\n\t\n\n\t<\/div>\n\n\n<\/section>\n\n\n\n\n\n\n<section\nclass=\"list-block block-section alignfull col-12 row dark\"\n>\n\n<div class=\"row container container-xxl flex-top\">\n<div class=\"row col-12 no-padding flex-top\">\n\n<div class=\"block-title-section row col-12 no-padding col-8-xxl\">\n\n<div class=\"col-12 col-10-xxl no-padding\">\n<h2 class=\"\">\nTop Results\n<\/h2>\n\n<\/div>\n<div class=\"block-text-area col-12 no-padding p-size \"><p><strong>The desired behaviour the incentive needed to achieve was that New Holland sales managers recommend \u2018blue\u2019 (New Holland) over \u2018green\u2019 (John Deere) and \u2018red\u2019 (Case IH) brands and this was achieved.<\/strong><\/p>\n<p>Here are some of the top results from the program:<\/p>\n<\/div>\n\n<\/div>\n\n\n\n<ul  class=\"the-columns col-12 no-padding row flex-center flex-top\">\n<!-- Column layout depending on the switch value -->\n<li class=\"items col-12 col-6-t col-4-l no-padding\">\n\n\n<!-- Content loop with optional icon, title, text area, and link -->\n\n\n        \n        <div class=\"item-wrapper\">\n                    <div class=\"text-icon\">\n\n\n                    <?xml version=\"1.0\" encoding=\"UTF-8\"?><svg id=\"uuid-67811da2-32f5-4978-a171-c017d1a4cdff\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"120\" height=\"120\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\" viewBox=\"0 0 120 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<\/div>\n            \n        <div class=\"text\">\n                <!-- Display list title and text area -->\n                                <h5>Program Participants<\/h5>                <ul>\n<li>106 New Holland dealers<\/li>\n<li>145 sales managers registered<\/li>\n<\/ul>\n<p><strong>Success: Strong Participation<\/strong><\/p>\n<p>The program required all dealership sales managers to register to participate in the program. At least one sales manager per dealer registered, reflecting great engagement and interest in the program. Having such buy-in demonstrated that sales managers were ready to recommend \u2018blue\u2019 (New Holland) products as intended and drive unit sales.<\/p>\n\n                <\/div>\n\n\n                <\/div>\n                <\/li>\n\n<!-- Column layout depending on the switch value -->\n<li class=\"items col-12 col-6-t col-4-l no-padding\">\n\n\n<!-- Content loop with optional icon, title, text area, and link -->\n\n\n        \n        <div class=\"item-wrapper\">\n                    <div class=\"text-icon\">\n\n\n                    <?xml version=\"1.0\" encoding=\"UTF-8\"?><svg id=\"uuid-10e1fded-3b6d-42fc-bbcb-b282a293eec3\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"120\" height=\"120\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\" viewBox=\"0 0 120 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sales<\/li>\n<li>1,521 claims approved<\/li>\n<\/ul>\n<p><strong>Success:\u00a0<\/strong><strong>84% sales claimed and 94% accurate eligibility<\/strong><\/p>\n<p>With an 84% of sales being claimed 212F can state that sales managers were more than eager to be rewarded for their efforts. On top of this, 94% of claims were determined as eligible, which meant sales managers knew which tractors and combines were eligible in the program, showing product awareness and engagement with the program.<\/p>\n\n                <\/div>\n\n\n                <\/div>\n                <\/li>\n\n<!-- Column layout depending on the switch value -->\n<li class=\"items col-12 col-6-t col-4-l no-padding\">\n\n\n<!-- Content loop with optional icon, title, text area, and link -->\n\n\n        \n        <div class=\"item-wrapper\">\n                    <div class=\"text-icon\">\n\n\n                    <?xml version=\"1.0\" encoding=\"UTF-8\"?><svg id=\"uuid-ce3c8dfd-d3ed-4292-ac6f-757b4d9e68e5\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"120\" height=\"120\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\" viewBox=\"0 0 120 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           <\/div>\n            \n        <div class=\"text\">\n                <!-- Display list title and text area -->\n                                <h5>Communications &amp; Engagement<\/h5>                <ul>\n<li>4,046 program logins<\/li>\n<li>25% monthly newsletter open rate<\/li>\n<\/ul>\n<p><strong>Success:\u00a0<\/strong><strong>High Engagement<\/strong><\/p>\n<p>New Holland was very happy to see that participation on the True iBlue incentive program was consistent throughout the year. Dealers were engaged not only by logging into the program and claiming rewards, as well as querying directly about the program and claim progression. This allowed immediate feedback about the reception of the program.<\/p>\n\n                <\/div>\n\n\n                <\/div>\n                <\/li>\n\n\n<\/ul> <\/div>\n\n\n\n\n<\/div>\n\n<\/section>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:0px\" aria-hidden=\"true\" id=\"newhollandform\" class=\"wp-block-spacer\"><\/div>\n\n\n \n\n<section class=\"pre-footer-block block-section row col-12 alignfull flex-center\">\n  <div class=\"container container-xxl no-padding row flex-top\">\n    <div class=\"col-12 col-6-l row flex-center\"> <script type=\"text\/javascript\">\n\/* <![CDATA[ *\/\nvar 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type=\"text\/javascript\">\n\/* <![CDATA[ *\/\n gform.initializeOnLoaded( function() {gformInitSpinner( 4, 'https:\/\/212f.com\/au\/wp-content\/plugins\/gravityforms\/images\/spinner.svg', true );jQuery('#gform_ajax_frame_4').on('load',function(){var contents = jQuery(this).contents().find('*').html();var is_postback = contents.indexOf('GF_AJAX_POSTBACK') >= 0;if(!is_postback){return;}var form_content = jQuery(this).contents().find('#gform_wrapper_4');var is_confirmation = jQuery(this).contents().find('#gform_confirmation_wrapper_4').length > 0;var is_redirect = contents.indexOf('gformRedirect(){') >= 0;var is_form = form_content.length > 0 && ! is_redirect && ! is_confirmation;var mt = parseInt(jQuery('html').css('margin-top'), 10) + parseInt(jQuery('body').css('margin-top'), 10) + 100;if(is_form){jQuery('#gform_wrapper_4').html(form_content.html());if(form_content.hasClass('gform_validation_error')){jQuery('#gform_wrapper_4').addClass('gform_validation_error');} else 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href=\"\n\t\t\t\t\thttps:\/\/212f.com\/au\/insights\/b2b-incentive-program-design-enhance-performance\/\">\n          <div class=\"col-12 row flex-content-top no-padding\">\n            <div class=\"blog-image-wrapper col-4 no-padding\">\n              <div class=\"blog-image\">\n                <div class=\"the-image\" style=\"background-image: url(\n\t\t\t\t\t\t\t\t\thttps:\/\/212f.com\/au\/wp-content\/uploads\/sites\/2\/2024\/09\/iStock-1188398221.jpg)\">\n                <\/div>\n              <\/div>\n            <\/div>\n            <div class=\"col-8 row flex-top content-section\">\n              <h5 class=\"col-12\"> How B2B Incentive Program Design Can Enhance&#8230; <\/h5>\n              <div class=\"col-12 blog-content\"> Use strategic B2B incentive program design to understand and respond to the psychology factors driving your customers. <\/div>\n            <\/div>\n          <\/div>\n        <\/a>\n      <\/div>  <div class=\"col-12 row article-tile\">\n        <a class=\"article-content col-12 no-padding row\" href=\"\n\t\t\t\t\thttps:\/\/212f.com\/au\/insights\/maximise-channel-partner-relationship-with-incentive-rewards\/\">\n          <div class=\"col-12 row flex-content-top no-padding\">\n            <div class=\"blog-image-wrapper col-4 no-padding\">\n              <div class=\"blog-image\">\n                <div class=\"the-image\" style=\"background-image: url(\n\t\t\t\t\t\t\t\t\thttps:\/\/212f.com\/au\/wp-content\/uploads\/sites\/2\/2024\/09\/Blog-June4.png)\">\n                <\/div>\n              <\/div>\n            <\/div>\n            <div class=\"col-8 row flex-top content-section\">\n              <h5 class=\"col-12\"> Maximise your Channel Partner Relationship wi&#8230; <\/h5>\n              <div class=\"col-12 blog-content\"> Maintaining loyal channel partners is the best way to make your business stand out from the crowd and the best way to ensure channel partners put your brand above the competition is through a strategic Incentive Rewards Program. <\/div>\n            <\/div>\n          <\/div>\n        <\/a>\n      <\/div>  <\/div>   <\/div>\n<\/section>","protected":false},"excerpt":{"rendered":"<p>In a competitive agriculture market influenced by salespeople recommendations, find out how an incentive program drove sales growth and new product range. 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