KUHN 2021 Marcomms
KUHN Farm Machinery
- Strategy Development
- Branding and Design
- Public Relations and Communications
- Advertising and Content Marketing
- Media Planning and Management
- Integrated Marcomms
- Digital and New Media
Transition KUHN to a digitally driven marketing and communications campaign, focusing on three key areas: brand awareness & recognition, hay & forage Pre-Season Offer, and product category campaigns.
Improved season conditions in Australia meant farmers had increased revenue and were ready to engage, connect and interact with the industry as confidence in the market had returned.
However, with the effects of Covid-19 still present in 2021, the opportunity to re-evaluate our traditional advertising platforms and consider digital marketing presented as a primary focus. For example, the reduced number of field days and limited movement between States created an opportunity to explore other experiential and virtual strategies to engage customers.
Significant new machines were released into market, including the VB 7100 round baler series, SB 1290 iD large square baler, Merge Maxx belt merger, and Primor 5570M straw blower and feeder. This meant an increased product range to promote, as well as new target market segments.
2021 also presented the opportunity to increase dealer engagement and performance. This connection was recognised as crucial in driving sales.
By using an Always On approach to our advertising, we were able to increase KUHN’s brand awareness and visibility across the year, with billboards alone reaching just over 2 million people on Victorian regional & rural roads
We implemented an Always On approach to campaign marketing, which improved KUHN’s overall brand presence, awareness and visibility.
A renewed focus was placed on digital advertising, with digital becoming our most utilised platform across all stages of the customer journey. With this focus, we implemented new, experiential initiatives such as the delivery of a dedicated sprayers booklet and digital flip book, and the delivery of walk around videos for sprayers and feed mixer machines.
With the introduction of new products, we implemented an industry sector focused approach to marketing. Each KUHN machine was promoted as part of their product category feature. For example the Primor 5570 M straw blower & feeder was promoted within an overarching Feed Mixers campaign. This allowed KUHN to target their audiences more specifically based on their needs and the time of year. It also meant KUHN was able to target specific sectors, for example the viticulture industry.
The creation of dealer kits for larger campaigns such as the Pre-Season Offer helped to boost dealer engagement and develop a consistent customer experience from the dealer network.
- By using an Always On approach to our advertising, we were able to increase KUHN’s brand awareness and visibility across the year, with billboards alone reaching just over 2 million people on Victorian regional & rural road.
- We developed an digital flipbook dedicated to sprayers. This booklet was also available as an insert in major print publications, Tasmanian Country and The Weekly Times.
- The digital walk around videos ensured customers still had the chance to experience the personalised touch and feel element of the customer journey when looking to purchase a new machine.
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