Launching a new machine
Plan the launch, product video, social content or campaign around the actual objective.
Marketing for construction machinery
Marketing for construction machinery starts with the product.
Launching a new machine, looking for content from real-world applications or trying to make more of social media? We get to grips with the product and build the right communication around the job — from campaigns and video to social media and paid social.
INDUSTRY UNDERSTANDING
Marketing construction machinery requires an understanding of the technology.
With construction machinery, the important differences are often in the detail. Those differences need to be clear in the communication.
We prepare for the product and its application in advance and clarify open technical questions with the right people before production — whether that is product management, sales or application specialists. That means the relevant topics are clear before the cameras start rolling.
Typical briefs
What are you working on right now?
We start with the job, not with a predefined package.
Supporting a trade show or product focus
Use content deliberately before, during and after the event.
Creating content from real-world applications
Follow machinery at customer sites and turn it into video, photography and social content.
Keeping social media active
Plan, produce and publish content, with paid social where it adds value.
Projects
Three briefs. Three different approaches.
Construction machinery projects can require very different types of communication.
Introducing three new telehandlers clearly.
For the launch of three new telehandlers, we developed different video formats for social media, YouTube, the website and trade shows.
View project
Building targeted reach for three machines around bauma.
For Schäffer, we developed a multi-week Meta campaign using product videos and ad creatives before and during bauma.
View project
Introducing the new 728 E in real-world use.
For the launch of the SENNEBOGEN 728 E, we developed an on-camera format together with SENNEBOGEN and an experienced operator. Technical features were explained in conversation and demonstrated directly on the working machine.
View projectBefore we communicate the product, we want to understand it.
You know your machine. We get far enough into the product to communicate what makes it different.
Anything we do not know, we clarify directly with the right people. From there, we decide which formats and channels make sense for the job.
- Understand the product
- Define the job
- Plan the formats
- Produce
- Distribute
The job determines the measures.
Not every product launch, shoot or trade show requires the same mix of services.
Campaigns & concept development
Align objectives, messages, formats and channels.
Video production
Product videos, machinery in operation, operator stories and social clips.
More about video productionSocial media & paid social
Plan, produce and publish content, then distribute it where paid support adds value.
More about social mediaOn-camera presenting
Explain technical products clearly with a prepared host.
More about on-camera presentingPhotography
Plan product and application photography alongside the production.
Real-world applications
The differences between machines become clear in operation.
Many product advantages only become clear when the machine is working. That is why we produce directly with customers, on site and in real-world applications.
The goal is not simply the most dramatic shot, but one that makes the product benefit easier to understand.
Before the shoot, we decide what the material needs to do afterwards.
When the machine, operator and production crew are all together, we plan ahead for the content that will actually be needed.
Depending on the job, one production can provide a product video, social clips, photography or material for trade shows and paid social.
We step in where your team needs support.
Sometimes the job is a single shoot. Sometimes it is a product launch or ongoing content.
We take on the parts where your team needs additional time, capacity or production support. If several markets are involved, language versions and formats can be planned from the start.
Questions that often come up before a project.
01Can we hire on:LAND for a single video shoot?
Yes. We take on individual productions as well as larger campaigns. It depends on where your team needs support.
02Can on:LAND work alongside our existing marketing team?
Yes. We work directly with marketing, product management, sales teams and external partners, taking on the areas where additional support is needed.
03How do you get to grips with a new machine?
We clarify the product, its application and the relevant differences directly with the right people — before the shoot and, where useful, on site.
04Can content be produced for several channels and languages?
Yes. If the intended use is clear early on, formats and language versions can be planned from the start.
Next step
What are you working on right now?
A new machine, a trade show, ongoing content or a campaign? Tell us briefly what you are working on. We will get back to you personally and talk through what makes sense.