Case Study – Tractor Supply and Hobby Farming

Case Study – Tractor Supply and Hobby Farming

By Sarah Korta

TSC

Tractor Supply is now targeting the average American with strategic content marketing. For example, they are now targeting the young couple that just purchased a home with a few acres of land. Or Tractor supply is now pursuing the family that bought chickens so that they may enjoy fresh eggs in the mornings. They are now targeting Americans who do not rely on farming or farming activities for their primary source of income. They simply do it for pleasure. These people are hobby farmers.

Tractor Supply is now for anyone who wants to adopt the DIY/hobby lifestyle.

“Everything except tractors. At TSC, customers find everything they need to maintain their farms, ranches, homes and animals. As the inventors of the “do it yourself” trend, our customers handle practically every chore themselves, from repairing wells to building fences, welding gates together, constructing feed bins, taking care of livestock and pets, repairing tractors and trucks and building trailers for hauling.”

https://www.facebook.com/TractorSupplyCo/timeline?ref=page_internal

Tractor Supply’s new marketing strategy is composed of two main channels in which unique and engaging content is distributed to old and emerging (hobby) farmers.

  • Social Media
    • Consistently active on Facebook, Instagram and Pinterest with Twitter coming soon. This is essential as much of the new market will be on some type of social media.
      • Photo contests (#flauntyourflock, #Fridayfluff, #TSCwishlist and many more)
      • Tractor Supply posts to Facebook up to 3 times a day and once daily on Instagram
      • Content: outdoor photos, recipes, photo contest reminders, tips, event photos, sales events reminders, products, and even zombie apocalypse how-tos.
        • Content is always different
        • Beautiful and visibly appealing photos
        • Very high customer engagement
      • Out Here Magazine
        • Official magazine that “celebrates the lifestyle and values of the men, women and families who live and love the good life.”
        • Comes out quarterly
        • Can pick up in store or read online
        • Issues will cover stories about other people who enjoy the DIY lifestylebut also cover a wide variety of tips and tricks of the trade on topics like:
          • Gardening
          • Recipes
          • Raising Animals
          • Arts and Crafts
          • And other How-tos

In my personal opinion, with the help of a well-crafted strategic marketing plan, I believe Tractor Supply is well on their way to successfully engaging a new era of farmers!

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