|99.8% of Kubota's North American Dealers Think Their New AdBuilderPro Site Is Great; The Other Two Really Miss Their Old Ad Slicks|
More than a year after the Kubota Tractor Company's AdBuilderPro site went live, Production Administrator Maggie Lundy says she can't imagine going back to CDs ... or even farther back to ad binders and "slicks." AdBuilderPro software, developed and hosted by Graphic Resource Center in Memphis, allows Kubota's more than 1,000 U.S. dealers to compose ads in their web browsers for publication in local media.
Ad components are developed by Kubota and stored in their password-protected ImageVault. Dealers choose the size ad they'd like and the items to be featured, then select from a medley of approved headlines, images and text to build their ad. The result is a customized digital file that adheres to the brand rules for style and content, but is tailored for their individual market.
Dealers Placing More Ads
Ms. Lundy notes that since AdBuilderPro was activated in January 2003, Kubota dealers have been quick to adopt it. The program was completed on schedule for the Spring selling season and, along with some special promotions, is credited with sparking a significant increase -- 26 percent -- in co-op ads placed by dealers. More ads sell more tractors, and Kubota is pleased with the increase. The production automation introduced by AdBuilderPro has allowed Kubota's in-house staff to keep pace with the heavier workload.
"The AdBuilderPro launch," Lundy says, "was very smooth. The software has made a world of difference in our production department. We put together a `manual' which we posted on Kubota's intranet site. The dealers used the manual as a guide and were quickly able to effectively use the new software."
"We did a lot of advance planning, working closely with the people at GRC throughout the development cycle, and it paid off," Lundy added. "We have a large, complex site, but it's intuitive and easy to use. Our dealers are giving us feedback, and we'll be adding some enhancements in the future. But AdBuilderPro has been a very useful tool for us for 15 months."
Added Features in Kubota Site
As with all AdBuilderPro websites, Kubota's has been customized to their specifications. The "look and feel" emulates that of the company's intranet site, KubotaLink, so dealers feel comfortable with AdBuilderPro when they log in using their individual access codes.
Dealers are allowed to personalize their addresses and contact information by modifying the data stored in Kubota's dealer database. This feature, combined with the customization templates built into the website, allows each dealer to create ads which convey the same product information and follow branding rules but can look quite different in print. The site also uses ImageVault to deliver printed or prerecorded radio scripts.
An administrative plug-in enables users with proper clearance to add, delete, or modify account information without going into the main database.
Extensive History and Tracking Information
The Logs section of the site allows Kubota to track usage statistics on virtually any feature. Administrators can get information about who requested an image or what date an ad was created, by whom, and the exact components used in the ad. All of this information is presented in the user's web browser and can be downloaded as a convenient Excel spreadsheet. This data can be very useful in determining and verifying co-op eligibility.
Graphic Resource Center (GRC), Memphis, TN, counts over than 30 of the country's most progressive companies among the users of its ImageVault and AdBuilderPro software. Thousands of local dealers use AdBuilderPro daily to create advertising and promotional materials within their Internet browsers. GRC has also been providing Heliogramme Line Conversions, imaging, custom programming and asset management solutions to major advertisers in the United States and Europe since 1965. Heliogramme, ImageVault and AdBuilderPro are registered trademarks. Information about Graphic Resource Center's complete range of products and services can be accessed on the World Wide Web at http://www.adbuilderpro.com or http://www.garts.com. Telephone Jimmy Smith or Ed Lupo at 800-884-2656.