BUSINESS-TO-BUSINESS CASE HISTORIES

Firestone Agricultural Tire Company Web Sites
The challenge for Ayres Kahler was to enhance Firestone Agricultural Tire Company's position among dealers and consumers as industry leader by creating a functional, high-profile online identity.

Firestone Agricultural Tires Calendar Premium Program
Firestone Ag dealers had been distributing calendars to their customers for years, but never taking advantage of the opportunity the vehicle presented. Instead of thinking of the calendar as a mandatory, rote giveaway, Ayres Kahler redesigned the calendar and transformed it into an integral part of the Firestone Agricultural Tire Company's corporate public relations effort.

Firestone Agricultural Tires Dealer Promotion
The objective was to strengthen Firestone's relationship with members of its dealer organization and increase the perceived value of Firestone Agricultural tire products. The recommendation to create a custom line of collectible toy tractors sporting rubber tires with "Firestone" imprinted on them. Besides being relevant to the audience, the toys would stand out by virtue of their quality; toy makers no longer put rubber tires on toy tractors, they use plastic.

Firestone Agricultural Tires New Product Introduction
Ayres Kahler helped Firestone introduce its first heavy-duty skid steer tire Ð the Duplex DT with a comprehensive product introduction campaign targeted toward construction OEMs and end users who purchase replacement tires for skid steers. Ayres Kahler targeted prominent industry publications and focused its efforts toward developing trade ads and a specifications brochure featuring technical information.

Firestone Agricultural Tires Trade Show Display
The plan was to enhance Firestone Agricultural Tire Company's industry-leading position by maintaining a consistent image, focusing on four key organization aspects: history, performance, innovation and service. Ayres Kahler developed a custom trade show booth and display to communicate FirestoneÕs identity and company highlights from the four key areas.

Valmont Valley Irrigation Image Campaign
The goal was to enhance the Valley¨ brand with broad, non-product-specific messages and re-enforce Valley's position as the industry leader. Ayres Kahler responded by developing an image campaign with multiple components, including trade publication ads, radio, television and outdoor, targeted to growers throughout the United States.

Valmont Valley Irrigation Educational Resource Program
Valmont Irrigation wanted to increase sales by converting growers from flood irrigation to mechanized irrigation, thus increasing the pool of potential customers for its industry-leading Valley ¨ brand mechanized irrigation equipment. Ayres Kahler believed that a comprehensive, stand-alone presence would be a critical ingredient in Valmont's effort to own the leadership position in flood conversion.

Valmont Valley Irrigation New Product Introduction
In 2000, Valmont Irrigation introduced two new products Ð Valtracª a wireless monitoring service for growers, and Vmapª, a land surveying software program which its Valley Dealers could remarket as a surveying service to growers. Ayres Kahler used its years of ag experience to help develop Valtrac, its name and marketing materials that directly communicated the product's primary benefit.

Valmont Valley Irrigation Dealer Recognition Program
Ayres Kahler determined that the best way to ensure that Valley Dealers were consistently providing superior products and services to customers was to reward and recognize them for their efforts in ways that mattered to them. The agency developed a comprehensive Circle of Success Program with the goal of raising the overall level of quality among all North American Valley Dealers.

Valmont Valley Irrigation Trade Show Display
Ayres Kahler developed a custom trade show display, which effectively combined visuals, text and architectural elements to convey Valmont's history and current position. The booth was constructed to allow for a meeting room, where division representatives could meet semi-privately with show attendees.

Valmont Valley Irrigation National Sales Meeting
Valmont asked Ayres Kahler to strengthen Valley's position as the world's preeminent brand of irrigation equipment by driving increased meeting attendance. Among the highlights of the project, Ayres Kahler developed a three-dimensional direct mailer to pique dealers' interest in the non-traditional location of the meeting and its content.

Valmont Valley Irrigation Dealer Sales Kit
The goal was to boost short-term sales and long-term, reinforce the relevance of the company and its products with its primary customer base. While the competition simply accepted the problem known as El Nino in 1999, Ayres Kahler answered the challenge by reminding Valley dealers (and growers) about the cycles of nature.

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