How an awareness event became a conversion peak

SKYFLD, a subsidiary of HELM AG, is the solution provider for precision agriculture and digital crop monitoring. Together with the agricultural marketing agency LAEND, we supported the start-up during its appearance at AGRITECHNICA, the world’s leading agricultural trade fair.

What was initially planned as an awareness measure for the new app turned out to be a powerful acquisition driver for SKYFLD.

KUNDE: Skyfld powered by HELM
LEISTUNG: Campaign, performance marketing, project coordination
ARBEITEN: Video, trade fair design, social media

Originally, our task was to create a compelling brand video for SKYFLD. The result and the seamless collaboration impressed the clients so much that it led to an interim mandate for coordinating all marketing activities.

In cooperation with agricultural marketing experts from LAEND, we first provided the digital infrastructure needed to efficiently reach the B2B target audience of tech-savvy farmers on the relevant channels.

Our goal at the industry’s most important event, AGRITECHNICA 2023, was not only to increase SKYFLD’s brand awareness, but also to demonstrate that a well-thought-out marketing strategy can be successful both digitally and offline, and that awareness and conversion are by no means incompatible goals.

Create analog brand experiences and attract new users with the right digital strategy.

The focal point of the joint SKYFLD and CropX stand was an original competition. Visitors were invited to put their muscle power to the test by drilling a soil sensor into a container filled with soil. The reward was an attractive prize bundle.
The competition was advertised in advance by LAEND on meta, TikTok and digital trade media.

The result speaks for itself: on one hand, we had 42 bent rods, as the manufacturer had obviously not reckoned with the brute force of our trade fair visitors, highly motivated young farmers.

On the other hand, we had over 1000 app installations within just 3 days and an additional 500 highly relevant contacts in the B2B sector. A result that far exceeded all KPIs and our own expectations.

However, our strategy goes far beyond the trade fair. Through targeted retargeting and regular newsletters, we remain in continuous dialog with the target group even after the event.

»The collaboration with BILD&ERNTE and LAEND was a perfect match for us and showed that it is possible to have an enormous impact even with a small marketing team.«

Stephan Poppe-Kirchmann, Director Digital Agri Solutions, Helm AG