New show strategy for Massey Ferguson

Massey Ferguson has announced plans to progressively move away from traditional farm machinery shows to focus on bespoke events and targeted activities to launch and promote its products and services.

by Steven Vale

2 Nov 2018

As part of the brand’s strategy to target a new mix of audiences and develop its own events, the company says it will continue to have a limited presence at shows but may not attend certain events in the future.

The new sales and marketing approach will be launched at the Italian EIMA show next week, where visitors will find a smaller stand, displaying just two tractors. Latest technology, including Virtual Reality, will allow visitors to find out more about the full range of products, and the new show stand approach will also be used at SIMA and Agritechnica next year.

“The ongoing change in the farm industry is creating new audiences for Massey Ferguson’s equipment and new ways of bringing products to the market,” said Francesco Quaranta, vice-president sales, marketing & product management, MF Europe & Middle East.

Mr Quaranta added that automatic attendance at traditional industry events is no longer viable and does not answer customers’ needs to make the final decision for their next farm equipment investment.

“In line with Massey Ferguson’s strategy to offer a full line of products, we would need an entire hall at a show to display all of our products and combinations. At the same time, indoor shows don’t offer the possibility for customers to operate our machines. You can’t plough, cultivate or harvest inside.”

To this end, all visitors can register for MF’s European experience tour, which provides an opportunity for guests to get hands-on experience of the full line of products and services. The event kicks off in Italy early next year and will also visit France, UK, Germany and Spain.