Product launch of agricultural trucks in cooperation with Krone and Daimler Trucks

For the spectacular launch of the new agricultural truck from Lankhorst Nord, developed in close collaboration with Krone and Daimler Trucks, LÆND, our marketing agency, designed a comprehensive and innovative marketing strategy. Our goal was to maximize attention within the agricultural industry and increase product awareness through a combination of cross-media presentation, targeted performance marketing and creative content. An essential part of our strategy was to present and establish Lankhorst Nord not only as a manufacturer but also as a national contact for this truck, under the name Lankhorst Truckcenter. This positioning should ensure that Lankhorst Nord is perceived as a central point of contact for interested parties, advice and purchase of agricultural trucks, which lays the basis for a strong market presence and long-term customer relationships.

‍

‍

Cross-media support for the product presentation at Agritechnica 2023

The product launch was accompanied by a tailor-made cross-media campaign, which culminated at Agritechnica 2023.

Social media & performance marketing campaign planning

On social media, we implemented targeted campaigns that were designed to maximize reach and activate the community around the Lankhorst brand and its partners. By using specific hashtags, appealing content and interactive elements, we were able to significantly increase the visibility of the product presentation.

Our performance marketing approaches focused on gaining qualified leads from companies that are interested in the new agricultural truck, are looking for sales advice and would like to take part in a roadshow to test the product on their own farm. Through targeted targeting and continuous data analysis, we optimized the campaigns in order to specifically address the target group that are potential customers for agricultural trucks.

Influencer cooperation with Theresa Kastning & Roadshow

A key element of our strategy was the cooperation with well-known influencer Theresa Kastning. Through “Shared Influencer Ads,” we were able to establish an authentic and trustworthy level of communication with our target group. Theresa's involvement not only increased visibility, but also the credibility of the campaign.

‍

‍

We produced high-quality photo and video materials that showed the agricultural truck in action. This visual content was central to the storytelling aspects of the campaign and enabled us to impressively present the uniqueness and benefits of the product.

A highlight of the product launch was the planning and implementation of a road show, during which the agricultural truck was presented directly at the farms of potential customers. In conjunction with influencer Theresa Kastning, we created a unique experience that not only presented the advantages of the truck, but also enabled direct feedback from the target group. This personal touch reinforced customer interest and relationship with the Lankhorst Nord brand.

Outcome:

LÆND's innovative and holistic marketing strategy for the introduction of Lankhorst Nord's agricultural truck, in cooperation with Krone and Daimler Trucks, led to a successful market launch with significant visibility and commitment among the target group. A key success of our campaign was the establishment of Lankhorst Nord as the national point of contact for trucks under the name Lankhorst Truckcenter. This strategic positioning strengthened customer trust and created a clear point of contact for interested parties, which contributed significantly to increasing brand awareness and attracting potential customers. Through the combination of cross-media presentation, targeted performance marketing, influencer cooperation and direct customer interaction, we were able to not only increase product awareness, but also create a solid basis for future sales and brand loyalty by firmly establishing Lankhorst Nord in the market as the Lankhorst Truck Center.