Case Study: Reinke Manufacturing
Reinke Manufacturing, Inc.
August 2001 – January 2005
Estimated Budget: $700,000
Challenge
In the center pivot irrigation industry, Reinke Manufacturing is a true pioneer. In fact, many would say that Richard Reinke’s invention of the electric-driven, reversible center pivots revolutionized the way farmers distribute water to crops and launched the commercial irrigation industry.
While this history of innovation is impressive, Reinke’s production of many of the best-designed and best-built systems was going largely unnoticed by the market and was also being hijacked by much larger competitors. Over 20 years, Reinke had gone from being a leader to slipping to a distant third place in market share and overall brand awareness. The company needed to reawaken its historic brand and make competitive inroads quickly.
Solution
Reinke enlisted the help of my team to turn around sales and increase margins and market share. An exhaustive discovery process (including primary and secondary research) led us to reveal a very simple, but powerful solution.
By understanding the farmer’s buying process, I discovered that the product innovation Reinke had promoted was not the primary reason a farmer purchased a $30,0000 irrigation system. For those who were in the market for irrigation equipment, reassurance of a strong local dealer, top-quality products and a value for the investment made were foremost in their minds.
From this insight, I recommended an integrated brand communication program, weighted heavily in relationship marketing and based on an authentic position of quality, value and 
dealer service. We developed a process that ensured farmers would have a reason to converse directly with irrigation dealers. In addition, we developed an updated logo, consistent sales support materials, grower testimonials, direct response and a targeted public relations campaign. In the end, my team helped the Reinke brand connect with growers at every touchpoint in the purchase process and perpetuate loyalty to the company.
Result
Sales achieved record double-digit increases each year since the commencement of the strategy. Margins exceeded company goals and Reinke took two points of market share from the category leader. In addition, Reinke, its sales team, its dealers and its customers believe passionately in the brand and its tenets as demonstrated in subsequent research.
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