First…a delightful tangent story…..
A few years ago, I boarded a flight in Nashville and found the entire C-level management team of the Tractor Supply Company (TSC) seated around me. Apparently, TSC was being featured in that month’s new issue of the in-flight magazine and this flight was a PR event / celebration.
Before takeoff, I engaged in the typical seatmate conversation with them….told them that my family and I had shopped at our local TSC since I was a little boy…still shopped there for my hobby farm…they asked what I did…etc. As usual with airline seatmates, that was the extent of our relationship.
During the flight, as a part of the PR gig, the stewardess brought out a bottle of wine. The TSC’ers enjoyed that wine with some pricey French cheese (fromage!) and grapes while I enjoyed my packet of peanuts and complimentary in-flight beverage service.
Prior to that flight, I had a brand image of TSC that could be described with bib-overalls, barbed wire and farm animal supplies. Now when I walk into a TSC, I can’t get the thought of wine and cheese out of my head. 99% of the farmers that have known in my life are not in the “wine, cheese, and grapes crowd”. They’re in the “Ski and a Moon Pie crowd”.
(And after 4 paragraphs, my point is….)
The changing face of the market shows that the “wine & cheese crowd” are now the core of the TSC demo. As open farmland is increasing sub-divided, people that now buy “farm stuff” are not full-time farmers. They’re people like me who either hobby-farm or suburb-ites who have a farm-type need.
Steve Hall over at AdRants shines a light on the new ad campaign from TSC. I’ve seen these ads and they freak me out a little. It’s like the Thunderbird puppets went out on the farm. (See the ads here.)
Other than freaky puppets, I think TSC is doing some good marketing. All of their stuff looks really sharp. I absolutely love the “Hatch Show Print look” of the print in both the previous and current ad campaigns.
Just next time, how about sharing that cheese?