Man wearing a cap and sunglasses operating a zero-turn lawn mower on a grassy field with trees in the background; logo on the right reads “Midwest Equipment & Supply Co., Inc.”

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Overview

Midwest Equipment - Scag Dealer Marketing

Scag is a leading brand of commercial and residential mowers, sold through a nationwide dealer network. These dealers face real pressure to stand out locally, and finding a marketing partner that understands both the brand and the industry isn’t easy. EPIC developed a two-phase, cost-effective marketing package specifically for Scag dealers that has delivered impressive results at the dealer and brand level.

Advertising Strategy

DEFINING THE CHALLENGE

Scag dealers are faced with a significant challenge: To compete with other brands within their market, they must allocate large budgets toward digital marketing efforts, not to mention manage the creative, messaging, audience targeting, and ad placement. Midwest Equipment & Supply Co., Inc., a network of Scag dealers, has partnered with EPIC Creative to combat this challenge by developing and implementing a two-phase custom program to support their dealers’ marketing efforts, without breaking the bank.

Composite image showing: a smartphone mockup displaying a Scag Power Equipment social media ad for a Patriot zero-turn mower with the text “Low maintenance. High performance. Maximum profits.” and a “Learn more” button; a close-up of feet on the foot controls of an orange Scag mower; and a man operating a Scag Patriot zero-turn mower on a lawn in front of a house.

PHASE 1: MARKET-LEVEL CAMPAIGN TO MAKE THE MOST OF RESOURCES

To drive awareness and demand at the start of the spring buying season, a market-level media campaign deploys across channels, including Google Search, Google Display or Demand Generation, and Meta. This campaign consolidates resources
by grouping dealers together by DMA size. The result is a stronger budget for each market, allowing dealers’ resources to
work more effectively together and optimize performance. At the market level, all ads drive to MyScagDealer.com, a central dealer-finder microsite featuring only participating dealers.

SCAG Patriot zero-turn mower on a dark background with light smoke effects and large text “PATRIOT,” plus SCAG Power Equipment logo.
Woman wearing sunglasses operating a SCAG Liberty Z zero-turn mower on a lawn with large text “LIBERTY Z” and tagline “COME HOME TO THE BEST.” plus SCAG Power Equipment logo.
SCAG Freedom Z zero-turn mower on a light gray background with large text “FREEDOM Z” and SCAG Power Equipment logo.

PHASE 2: DEALER-LEVEL CAMPAIGNS TO CONTINUE MOMENTUM

Following the 13-week market-level campaign, 5-week dealer-specific campaigns are implemented. In this phase, creative and calls to action are specific to each dealer, driving to individual dealers’ landing pages on the microsite. These campaigns continue the momentum of the Phase 1 campaign by remarketing to users who have engaged with ads at the market level or have visited the Scag website.

Scag Liberty Z zero-turn mower on a light background with text “LIBERTY Z” and “AMERICAN BUILT. AMERICAN VALUE.” plus Scag Power Equipment logo.
Woman operating a Scag SLS zero-turn mower in a residential driveway with text “SIMPLY PRODUCTIVE, SIMPLY SCAG.” and Scag Power Equipment logo.
Scag SLS zero-turn mower on a dark background with text “SLS” and “BUILT WITH A COMMERCIAL HERITAGE.” plus Scag Power Equipment logo.

CAPTURING CONVERSIONS

This approach has served more than 140 Scag dealers in 18 DMAs across Midwest Equipment’s territory, helping to pool and maximize their marketing resources to compete with other national brands.

How do we know? Digital conversions are captured throughout both phases, including dealer locator searches, clicks-to-call, address clicks, and form fills. If a user fills out a form on MyScagDealer.com, they are automatically sent to the Scag sales team through HubSpot, where the sales rep then vets the lead and passes them off to the appropriate dealer.

While impressions and engagement are no doubt impactful, this campaign structure has proven to drive qualified leads
to dealers, who can then close sales and drive measurable results for their business, and for the Scag brand. This is a
program built for scale, and to allow individuals the marketing power of a much larger operation, while keeping the Scag
brand cohesive.

Composite website screenshot showing a SCAG Power Equipment homepage with a hero image of a man riding a mower and text “AMERICAN BUILT. AMERICAN VALUE.”, a dealer search section with map and location fields, product highlights for Patriot, Liberty Z, and Tiger Cat II mowers with descriptions, a banner reading “EXPERIENCE THE SCAG DIFFERENCE” with a USA badge, and a “CURRENT PROMOTIONS” section above a footer with logos and social media icons.
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