With several motor/drive systems available on the market, we were tasked with repositioning and reintroducing the Munters Drive motor as the climate control innovator and leader while raising new prospect interest and solidifying relationships with current customers. The strategy was then executed through various channels: collateral, landing page, print ad, digital display, social, and email campaign.

DETERMINING THE RIGHT PATH TO TAKE:

While analyzing Munter’s competitors, we found that their messaging focused on three common themes: technology, animal comfort, and sustainability. What they weren’t doing was focusing on the needs of the end-user, which became our opportunity. By reflecting their unique personality and culture, we could promote the higher-end benefits from the farmers’ perspective.

WHAT MAKES THE TARGET TICK:

From the beginning, we learned that our target audience did things a little differently. Agriculture is a tough industry that breeds even tougher business people. They have to be meticulous, analytical, and savvy to create a viable business. They constantly monitor costs, measure output, analyze data, and evaluate prices to maximize profitability. Every product they purchase is seen as a strategic investment in their operations. So, how do we help them understand that Munter’s Drive is the right ventilation system to invest in?

GENUINELY DIFFERENT:

After analyzing our audience, the messaging for the Munters Drive became clear: giving farmers back more control. With all of its features, the Munters Drive allows those in charge of operations to have more control of performance, maintenance, energy costs, animal comfort, emissions, and, ultimately, profit. The resulting farmer-focused messaging and imagery not only stand out among competitors but connect what the customer wants with the benefits of our product in a more profound and relevant way.