Vermeer Dealer Portal Replacement Research - AMA Iowa | Iowa Chapter of the American Marketing Association

Vermeer Dealer Portal Replacement Research

Lessing-Flynn Advertising

In 2016, Vermeer Corporation, in partnership with the research firm of Nucleus Marketing Lab, obtained feedback through an electronic survey of Vermeer Industrial and Forage dealers, as well as Vermeer Corporation employees whose primary roles involve working with dealers. Survey responses helped shape plans, requirements, and functionality for the replacement of the Vermeer dealer portal, as well as future content strategy and audience persona development. The survey feedback also provided valuable demographic insights into dealerships never before available for use in shaping dealer communication strategic plans, and prioritizing phases of the dealer portal build, based on which dealership roles interact most with the portal and Vermeer Corporation. Survey results were incorporated into the 2016 portal platform assessment project, saving the business considerable time by conducting a full-court press to obtain input from dealerships across the globe, and incorporating their input into the planning process, saving months of time and valuable resources.

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