Originating in Finland but operating across Europe and beyond, Multiva manufactures and markets robust, high-quality agricultural machines for soil tillage and seeding.
Avalon has worked with Multiva on a major brand renewal in 2018 as well as with various other marketing activities over the years. At the end of 2023 we kicked off a new project, consisting of various development tracks.
Need to boost brand awareness, market understanding and operational efficiency
To increase its market share, Multiva has expanded its operations from Finland and the Nordics to new market areas for example in Eastern Europe. In doing so, they have recognised a need to strengthen brand recognition and reputation as well as to develop closer collaboration with importers & dealers.
They had also encountered issues with the lack of consistent messaging as well as with the lack of market and target-group data. Furthermore, they needed a more effective and cost-efficient way to manage all the marketing measures, including content production and campaign management.
Gathering information about target-group needs and views
To start gathering data and accrue knowledge about the industry, we prepared a feedback survey for Multiva’s distribution partners and dealers in five European countries. The target of the survey was to understand the partners’ needs and wishes regarding sales support and marketing materials as well as their views about Multiva’s products in comparison to competing brands.
The survey was modified and sent out to a number of farmers to gauge brand awareness and loyalty as well as their information needs and channel preferences. The survey results were analysed and complied into reports that we went through together.
Review of Multiva’s and its competitors’ brands
Continuing with data gathering and market assessment, we performed a brand and marketing analysis with six of Multiva’s greatest competitors in selected markets. Analysing the visual identities, messaging, websites, and social media content of the key competitors, we prepared a document in which we reviewed the market situation, compared the approaches different brands have taken and highlighted best practice recommendations for Multiva to employ.
We presented these findings to Multiva during a brand & core message clarification workshop. As we discussed Multiva’s current market situation, we also reviewed the brand development needs. We put extra effort into identifying and analysing Multiva’s unique strengths in order to prepare attractive new key messages.
Comparing the elements of Multiva’s visual identity with the competitors – and seeing as the brand had been updated by Avalon some years earlier – we concluded that the logo and brand colours were still relevant, attractive, and fit for the future. Meanwhile we felt that the imagery used for brand communications and marketing could be improved to better convey the new brand objectives.
Digital marketing audit uncovered the most essential development needs
Our social media and Google experts performed a digital marketing & channel audit, going over the key channels that Multiva had been utilising. We prepared reports about our findings, analysing campaign and content performance as well as identifying clear development needs and listing ideas for how Multiva could better leverage each channel to its maximum capacity.
Bringing together all the information we had gathered during the different surveys, workshops, and audits – and focusing on Multiva’s key goals and objectives – we prepared a long-term marketing and communications plan. Our proposal included channel, process, and activity level development ideas as well as marketing content and activity suggestions that are valid not just for the year ahead but also well into the future.
A comprehensive long-term development plan for renewed marketing operations
Multiva is now armed with a wealth of useful information about the precise needs and desires of the key target groups: the distribution partners as well as the farmers. They also have clear guidelines for a long-term development plan for marketing operations and activities. They even have profuse suggestions for appealing content and its efficient distribution to help engage the target audiences. These can be taken up immediately to bring Multiva’s marketing efforts to the next level.