Expansion of a specialized poultry feed manufacturer to cross border markets
Storytelling brings your brand to live and can effectively support market introduction in a foreign agricultural niche market. To emphasize thought leadership in poultry feeding Dutch specialized manufacturer De Hoop Mengvoeders publishes a corporate magazine in the Netherlands and the border regions of Germany and Belgium on a regular basis. The articles tell the corporate story of De Hoop Mengvoeders from different perspectives. They focus on the pride and professionalism of the poultry farmers and on excellent technical results. As a new competitor on the German and Belgian market, De Hoop Mengvoeders chooses to integrate the magazine in the marketing mix: storytelling to support market introduction by a small team of highly qualified account managers in competitive and hard-to-open markets. The mix is completed with direct marketing, events, advertising and social media. Succesfully, as more and more German and Belgian poultry farmers are open to negociate their feed contracts with the Dutch feed manufacturer. AgriCommunicatie produces and coordinates the special interest magazines: from table of content and planning, to interviews in multiple languages and prepress.
Strategy, content, PR, editing, magazine management