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

Develop alternative marketing and sales activities to achieve your goals!

Ten tips for successful agricultural engineering marketing in 2022

The pandemic continues to dominate the global trade fair industry – AGRITECHNICA 2022 has also been cancelled. Now it will be just under two years until the next edition- what does that mean for the agricultural machinery sector? Are there alternative ways of compensating for the cancellation of trade events, especially when it comes to sales? Yes, there are! Companies that utilise the right range of measures and adopt an active, targeted mindset can still achieve their marketing and sales goals for 2022. I’ve put together my top ten tips for you.

The direct impact of the AGRITECHNICA cancellation is clear: There will be no stage for presenting new products internationally, nor a showcase for the long-established, intensively-prepared presentation of the new products and the existing product programme. It also means no direct contact with the German and international trade press nor a platform expanding the international sales network. The task now is to find alternative channels and develop measures for actively supporting your sales and achieving your corporate goals.

The season at glance: Start now
The months of January, February and March are the most intense information months for farmers. During this stage, they have the time to research information about new machines. Once the spring season gets going again, the focus lies on work.
What should you do now? Ensure that you don’t run out of time: Take on the challenge and establish your alternative marketing activities for the German and European agricultural market.

Here are ten tips for your journey:

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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.


Start now with new ideas for your marketing success 2022:

GMC impulse workshop “Professional”
Do you want to start your agricultural technology marketing in 2022 at full throttle? Then we would be happy to offer you our GMC Impulse Workshop “Professional”. You give us a briefing in advance for targeted preparation and we will conduct a 1,5 to 2,5 hour zoom workshop with you. You will then receive a protocol of the results with our specific recommendations.

Costs: € 850 plus VAT.

Are you interested? We are looking forward to receiving your message.

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