Customer
Valtra
In a Nutshell
Leading tractor manufacturer Valtra and Crasman began their partnership in 2018 as part of Valtra's extensive digitalisation programme. While Valtra holds a market-leading position in Finland, its status in Central Europe is more of a challenger. To tackle this challenge, the partnership expanded from strategic planning to practical growth marketing. The collaboration not only resulted in record achievements at the world's largest agricultural technology event but also produced an entirely new, replicable operational model for international growth.
Customer
Valtra
Industry
Machine and Transport Industry
Services
Growth Marketing
Data and Analytics
Digital Marketing
Challenge
Increasing brand awareness in a challenger market and obtaining 1000 pre-leads
Valtra's objective was to improve its brand awareness in Central Europe, where it holds a challenger position. The tangible challenge set was to take control of the world's largest agricultural technology event, Agritechnica, with the aim of collecting a thousand pre-leads. Valtra's Communications and Digital Marketing Director, Pamela Engels, emphasizes the importance of the event and the need to gather information about the visitors. Simultaneously, the goal was to introduce transparency into marketing. "Analytics makes everything transparent. For the first time, we know the true cost of contact and sales," Engels adds.
"We are working with a reliable partner. The strategists at Crasman challenge us to envision new paths."
Solution
Data-driven growth marketing and quick response
At the core of growth marketing is continuous, data-driven optimisation. The joint team of Crasman and Valtra executed the Agritechnica campaign with this principle. Facebook was chosen as the primary channel, and the campaign was constantly optimised based on the results. "Social media marketing is a continuous grind. The creator must be swift and bold," says Crasman's digital strategist Mika Sormunen. Thanks to close cooperation and quick response, a goal thought to be nearly impossible was achieved.
Implementation
Collaboration yielded results: the milestone of a thousand digital pre-leads was achieved with a modest budget. However, even more significant was the replicable operational model for international digital marketing that emerged from the campaign, which was soon successfully tested in other countries. The value of the partnership is also evident in the ability to challenge and evolve. "We work with a good partner. Crasman's strategists challenge us to see new paths," Engels says. The successful campaign has also opened eyes to future possibilities: "It is fascinating to see if, in the future, we can engage in purely quality digital marketing and find customers without attending events at all."
