For the agricultural machinery sector, 2022 is commencing without AGRITECHNICA – what now?

Tip no. 1: Put your innovations into your target group’s sights with full force now. Plan a targeted media strategy with a smart mix of print and online media.

Tip no. 2: Use the ideally-suited top media in the relevant country in order to achieve your export goals. Focus on your target groups: A farmer in northern Germany will obtain information in a different way from a farmer in southern Germany or an agricultural cooperative in Saxony-Anhalt. The same applies to farmers in France, the Benelux, Italy, the United Kingdom or Eastern Europe.

Tip no. 3: Avoid “online tunnel vision”: it is not enough to simply advertise cheaply online or only through social media. Focus on a high-impact crossmedia campaign with high quality media.

Tip no. 4: Present your innovations professionally on your website. Your website is the first point of contact for anyone interested. Have you introduced your products there in an appealing, informative way? Only by doing so can you be successful and gain new customers.

Tip no. 5: Ensure that Google can find your innovations too. Have you considered how your customers use Google to search? Which search terms do farmers and dealers use? Have you optimised your texts on the website accordingly? Many companies in the agricultural machinery sector still have plenty of potential to make gains here.

Tip no. 6: Actively engage in press relations now, with effective press texts that ideally describe your innovations and focus on the benefits for your target group. Professional photos and videos also play an important role here, bringing precisely these arguments on the benefits to the fore. It is also crucial to have a press distribution list that reaches all the important editorial offices directly.

Tip no. 7: Don’t forget your traders. Your partners will also be lacking AGRITECHNICA as a turbocharger for sales activities, as a point of contact and a conversation starter. Support the agricultural machinery trade using marketing materials, regionalised advertising campaigns and effective video material.

Tip no. 8: Expand your sales network abroad now. Use international trade media to find and connect new traders. Go to the top media of your target country and use functioning online offers.

Tip no. 9: Look into the marketing mirror: check the positioning of your brand, your website and your marketing materials: Are you presenting yourself as professionally and impactfully as you did at AGRITECHNICA? Your competitors are giving it their all. You should do the same.

Tip no. 10: Use your opportunities in 2022 on a regional level too –  at trade events, field days and regional exhibitions. Support your dealers at local events – they are part of your brand and your external image. The farmers will be there – will you be there too?

My final piece of advice: Start now. Invest the time that you have gained from the cancellation of AGRITECHNICA into reviewing and realigning your marketing activities. Use the opportunities – we’ll be glad to help.

I wish you every success in the agricultural technology market in 2022.


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