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Sota Tractors required a Communications Manager who could do graphic design work to enhance the message and presentation of the company. The company had developed lots of new products to sell and needed to market them in an attractive way that incorporated the Sota and AGMAX brands. With competition intense in the tractor industry, Suzanne Day from Inkfluence needed to create solid, no-nonsense artwork which would sell more products and add depth to the company message. As most competitors were relying on overseas and factory photography, the Sota Board and Suzanne decided to take extensive photo shoots in a variety of Australian locations so that enough attractive and appealing photos would be available for marketing materials. Below is a selection of the photos taken by Suzanne - click on the image to view.
After a good stock library of photography had been obtained, it was time to tackle the design of marketing materials. Sota wanted a catalogue of implements, some brochures on the types of tractors they sell (Kubotas, Apollos, Yanmars) and a few other handbooks and manuals. Through using the eyecatching images combined with the Sota and AGMAX logos, Suzanne was able to design brochures which gave a newer, distinct "look" to the brands - resulting in an increased perception of the Sota and AGMAX brands as national, famous Australian brands. Suzanne also used the photos on the Sota and AGMAX websites, where the customers were most likely to find Sota. Once the customers could see Sota's photos, they sent in their own photos and comments, adding to the presentation of the company.
Outcome Now that Sota had the full range of marketing materials needed to hand out to customers and show on their website, they found that customers were much more keen to purchase products and visualise what they would receive. The photos helped "sell" the country lifestyle and showed customers how the product would fit in with them. Customers also felt more comfortable with manuals and warranties that looked professional and therefore perceived the company more seriously. Since competitors still relied on dated, overseas and factory images, Sota's new photos lifted the perception of the brand and made the products more appealing to an Australian audience. Below are some sample pages from the brochures:
The full range of brochures and photos can be seen at the Sota Tractors and AGMAX websites. |
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