Massey Ferguson has announced a new strategy, whereby it will “progressively move away from traditional farm machinery shows”.

Instead, it will “focus on developing be-spoke events and targeted activities – to promote its new full line of products to customers”.

It says that the public will begin to see a new approach, starting with the EIMA show in Bologna (Italy), which kicks off on November 7.

The company says that customers are looking for a “personalised experience for their future investments, including the opportunity to operate products and meet with brand experts, as well as dealer staff – within specific Massey Ferguson events”.

As part of the brand’s strategy to develop its own events, Massey Ferguson will continue to have “a limited – yet disruptive – presence” at shows.

But it may not attend certain shows in the future.

“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,” explained Francesco Quaranta, vice-president of Sales, Marketing & Product Management (Massey Ferguson Europe & Middle East).

Automatic attendance at traditional industry events is no longer viable.

“It does not answer customers’ needs to make their final decision for their next farm equipment investment. Farmers need to try and test our machines and have their own experience.

“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 and have their own experience with the brand.

You can’t plough, cultivate or harvest inside.

So, starting at EIMA 2018, Massey Ferguson will launch this new approach with a smaller stand – displaying just two tractors. The “latest, cutting-edge” technology, including Virtual Reality, will apparently allow customers and visitors to find out more about the wider range of products.

Visitors will also have the chance to meet dealers and make appointments to gain first-hand experience by trying the machines on their own land.

Image source: Justin Roberts

There, visitors can register to partake in a pan-European ‘Massey Ferguson Experience Tour‘ – known on social media as the 2019 #MFeXperience Tour.

This will start in Italy in spring 2019 and will also visit France, the UK, Germany and Spain.

Image source: Justin Roberts

“After EIMA, we will also take a new approach at SIMA 2019 and Agritechnica 2019, where we will also offer a more focused and personalised brand experience to our visitors,” added Quaranta.

“We are aiming to deliver a true customer experience, showcasing our products and services in an attractive, welcoming, inclusive and friendly atmosphere. To do that, the brand will offer both a digital and a physical experience.”