Online campaigns that support dealers and accelerate compact tractor sales across multiple European markets.
Marketing campaign
Distributors
Project overview
Yanmar Europe Agricultural wanted to support dealers more actively in their online marketing and sales of compact tractors. We developed and implemented a dealer-focused approach with landing pages, advertising and content tailored to regional audiences.
By connecting marketing and dealer strategy, we achieved greater visibility, engagement and concrete sales results at a local level.
The challenge
Yanmar Agri and its dealers faced a number of obstacles. The website was not optimised for usability or SEO, making it difficult for potential customers to find the right information. Many dealers had no experience with online marketing, did not know how to deploy digital advertising effectively, and lacked the knowledge to bridge the gap between the Yanmar compact tractor range and the specific needs of their local audience.
Yanmar itself also had limited time and resources to support dealers digitally, which constrained the effectiveness of their joint marketing efforts.
Our approach
Digital strategy and dealer activation
We began with a comprehensive analysis of the market and target audience. Through persona research, we gained a clearer picture of end users in each region and were able to tailor messaging accordingly. We also conducted keyword research to ensure content would be as visible as possible for relevant searches. To maximise local impact, we applied a marketing approach specifically tailored to the needs and language of each market.
Conversion-focused landing pages and advertising
To increase online visibility and lead generation, we developed co-branded landing pages for the dealers. These pages were visually strong and featured both the dealer's branding and Yanmar's tractors. We also set up targeted Facebook advertising with local audience targeting, reaching potential buyers in the immediate vicinity of each dealer. Content and visuals were aligned to the specific sales arguments of each market, making the advertising more relevant and effective.
Personalised communication and sales support
To strengthen the relationship between Yanmar and its dealers, we organised dealer workshops to introduce them to effective online marketing strategies. We also developed mailing campaigns that supported dealer promotions and increased client engagement. By continuously monitoring and optimising the advertising campaigns, we were able to maximise the impact of the marketing effort.
Implementation
Using ASCEND, we took the following steps:
Development and optimisation of marketing materials
We created all necessary marketing materials, including landing pages, SEO content and translations, advertising campaigns and email content. Strong attention was paid to consistency in brand presentation and alignment with local markets.
Campaign launch and monitoring
Following the launch, we monitored performance closely. Data analysis enabled us to act quickly and implement optimisations to improve conversion rates.
Dealer engagement and collaboration
We maintained regular updates and check-ins with the dealers to ensure they had visibility into results and remained engaged with the campaign effort. By integrating their feedback, we were able to refine the strategy further.
"This campaign has significantly supported our sales. The visibility and lead generation were impressive. Our distributors sold multiple tractors and market exposure has improved greatly."
Dana van Kammen, CMO YANMAR Europe
The result
Strong growth in online visibility and engagement
The combined campaigns delivered impressive results: 2.3 million impressions, 370,000 people reached, 41,000 ad clicks and 25,000 page views. The average click-through rate (CTR) was 1.94%, a strong indicator of the relevance of the advertising.
Direct impact on sales and customer engagement
Beyond the significant visibility, the campaign led to tangible sales results. Multiple compact tractors were sold, hired and financed. The marketing effort also generated stronger brand preference and positive feedback from dealers, who reported that the campaign had considerably improved their sales performance and market reach.
Impact and relevance
This project demonstrates how a targeted digital strategy not only increases brand awareness but also directly contributes to lead generation and sales. By actively supporting dealers with personalised marketing solutions, Yanmar strengthens its market position and encourages long-term partnerships. This approach offers valuable lessons for businesses that operate through distribution channels and want to strategically strengthen their online presence.
This collaboration also confirms that we are a reliable partner for industrial companies and technical organisations that need to move quickly and require effective marketing tools, whether we serve as an outsourced marketing department or as an extension of an in-house team.
What's next
Our collaboration with Yanmar Europe continues. We have also provided marketing support for the Industrial Engines and Marine business units. Explore our other case studies.
Why choose Dutch Synergy?
Speed, quality and client focus are at the heart of everything we do. Whether it is a complex industrial website, a strategic marketing campaign or content creation with limited resources, we deliver. Interested in a similar approach for your business? Get in touch and find out what we can do for you.
