How a film can change brand identity.
HORSCH Maschinen GmbH celebrates its 30th birthday in 2014. Within the past ten years from 2003 to 2013, the company increased its sales by 1000%. Today, the Group implements agricultural machinery with a turnover of around 250 million euro annually. At the end of 2013, HORSCH received the German agricultural marketing prize at Agritechnica, two silver medals for product innovations and the InnoFalcon communication campaign . This should be reason enough to be satisfied. But those
responsible are by no means satisfied. Quite the contrary: They have checked their own brand positioning and then decided to make a new adjustment. In the interview, Cornelia Horsch, Group Manager for Service, Sales and Marketing, and Daniel Brandt, responsible for advertising and public relations, talk about the emotional factor in branding and branding.
1.) Instead of sitting back and relaxing, you´ve decided to work on your brand last year. Why?
Cornelia Horsch: In the 1980s, we began to conquer the market with entirely new working concepts for agriculture and the resulting products. At that time, we were the only manufacturer to fully rely on minimum tillage methods. Especially in the beginning, we were a very innovative agricultural machinery manufacturer, but for many traditional farmers this was even too modern and "crazy", as we say. But good ideas and techniques prevail. Over time, we gained more and more market significance. And during these years we have been charged our brand with the values "performance" and "quality". We had to defend ourselves against the competition with our new approach.
"IN THE 80S AND 90S, WE CHARGED OUR BRAND WITH THE VALUES, PERFORMANCE` AND 'QUALITY'..
You've completely changed this position in the past year?
Cornelia Horsch: No. We did not want to completely change our positioning, but simply adjust it. The well-established brand values of performance and quality are, of course, to be continued in the future and taken into account when it comes to our brand communication. But in the future, we would like to differentiate more clearly in the competition and place our technological pioneering role in the foreground.
2.) And how do you want to change your positioning?
Daniel Brandt: Our agency, trio group, helped us by using the brandsync method for the findings of neuro sciences for marketing practice. We found this approach pretty exciting. The analysis showed that we place the same emotional communication fields among our target groups as all our competitors. Much of the industry relies on the use of classic product images, and all of them argue with efficiency, performance and experience. This means: Everyone uses purely rational arguments. However, we now know that a large part of the purchasing decisions are subconsciously controlled emotionally, in rural technology as well as in the shopping center around the corner. As a B2B company, we wanted to develop this knowledge to our advantage.
3.) What was especially exciting for you?
Daniel Brandt: To investigate more precisely which motifs are relevant for the purchase decisions of our target group. From this, we were able to deduce which screws we have to turn in communication in order to continue to convey the HORSCH brand not only as a technological leader, but also as a fascinating and emotionally advanced. This means: To position and anchor ourselves not only in the minds, but also in the hearts of the farmers. We have obtained a different view of our target groups and their decision-making criteria from the findings of neurosciences. Specifically, this meant that we wanted to reach the different reward types, the so-called SyncTypes: The farmer who speaks of technology and perfection, as well as the one who is inspired and stimulated by surprising new product implementations as well as creative ideas – or by values such as enforcement power and strength.
Cornelia Horsch: We are working with exactly these elements in the InnoFalcon campaign. When you look at the InnoFalcon movie, you immediately understand what we mean: Farmers who focus on quality and performance already know and appreciate us. In this new brand staging, you will again find the brand values of HORSCH. But now we want to focus more on the new generation of future-oriented young farmers, who have grown up in a time in which media and, above all, media productions are openly and emotionally dealt with. To make the modern technology touch and the well-known HORSCH products even more valuable, the InnoFalcon consists entirely of parts of HORSCH products. As a result, completely new and fascinating ways in product brand communication have been explored for company and product values.
4.) What role does the medium film play for you?
Daniel Brandt: We deliberately chose a 360-degree approach. The InnoFalcon is present at the trade fair at the entire stand. Of course, print communication as well. But the medium film also plays a very special role in agriculture. Almost every technology provider shows films of product inserts. Usually quite beautiful shots, but hardly a differentiation. If you saw the third booth at the fair, you will not be able to remember anything from the first stand: markte value of the product? What in particular does it do? And above all: Was the film with the tractor on the field of brand A, B or maybe C? In this overstimulating situation it is important to charge a brand with a strong profile, so it can be experienced. We managed to do this. The film about the InnoFalcon invites the typical application scenes of our machines, consciously on a subconscious level, with all the positive emotions we desire to the unique, permanently remembered brand story. On YouTube, in contrast to large international conglomerates, as a rather small technology manufacturer, we have found a lot of encouragement in a very short amount of time. We also observed this by the visits to our website and the feedback on the other social media channels. Previously we would not have dreamed of a success on these rather B2C-heavy brand touchpoints.
"In this overstimulating situation, In this overstimulating situation, it is important to charge a brand with a strong profile, so it can be experienced. We managed to do this. The film about the InnoFalcon invites the typical application scenes of our machines, consciously on a subconscious level, with all the positive emotions we desire to the unique, permanently remembered brand story."
5.) What is your conclusion when it comes to Neuromarketing in the rather traditional world of agriculture?
Daniel Brandt: Through the entire process, we have identified and intensified our own strengths and values. This has brought our brand identity and our self-image forward tremendously. Not only in external communication, but also internally, every employee has now intuitively understood how we see our brand and how we want to present it uniformly to the target groups. The entire process made it possible to build up a newly oriented brand identity, from the Bavarian traditional company to an innovative, future-oriented manufacturer of agricultural machinery, which is still aware of its roots and basic values.
Agrarmarketing Prize 2013 for the InnoFalcon
The agricultural publishing house Münster and the association Agriculture - Industry (VLI) marked the campaign around the InnoFalcon as the most creative and convincing advertising campaign of the Agricultural industry 2013.
Visually surprising and attractive, the InnoFalcon transports the technical innovative power of new HORSCH products. At the same time, it embodies precision and future orientation and thus the core of the company's brand with the slogan "farming from passion". An artistic figure like the InnoFalcon is unique in the agricultural environment, and was therefore designed to attract the attention of farmers, dealers and consultants, whether in print, online media or films.