For the European product introduction of Mega-Max (rumen protected fat for dairy) for Volac Wilmar, AgriCommunicatie created a trade fair event. The target audiences were feed companies, distributors of feed ingredients (dealers or not) and specialized journalists, with a focus on North Western Europe. The strategy included a festive unveiling of the new product on EuroTier, video and photography, press invitations, press releases previous to and after the event, e-mailings to target audiences (multiple countries, multiple languages) before and after the event, product sheet, an online product launch (website, social media) and communication management.
This 'rumour around the brand' resulted in multiple press contacts during the trade fair, a well-attended event, extra motivation for the Volac Wilmar-team and its dealer network and numerous spontaneous leads.
Communications strategy: Positioning strategy, customer engagement
Specialism: PR, press & publicity, online strategy, event