Press Relations

Understanding the challenge
Kuhn Farm Machinery is an established farm implement manufacturer with a reputation for quality, innovation and reliability. Kuhn offers equipment for a wide range of applications, including cultivations, seeding, fertilising, grass harvesting and feeding.

Kuhn has exclusive marketing rights in the UK for the Rauch range of fertiliser spreaders, and through this longstanding arrangement has a track record for supplying state-of-the-art machines. The latest development, Axis, offers unprecedented accuracy, flow rate and ease of use. Axis also offers significant advantages within precision farming systems.

A UK launch commensurate with the status of Kuhn and the technological advancements offered by Axis was required, in time for the new season and ideally ahead of a wider European launch.

Agreeing the approach
With a Europe-wide launch of Axis scheduled for the Agritechnica event in Germany in November 2005, ABC worked alongside senior Kuhn UK and Rauch personnel to set up an exclusive UK launch in the preceding October.

The Royal Agricultural College, Cirencester, was identified as an appropriate venue for the launch, due to its prestige status and central location, and key press and fertiliser industry opinion formers – including precision farming company representatives – were invited.

Delivery
The Axis fertiliser spreader launch took place at the RAC, Cirencester machinery department on 25th October 2005, with Rauch managing director Norbert Rauch presenting to an audience of over 30 key press and industry opinion formers.

Press attendees included representatives from Arable Farming, Crop Production Magazine, CROPS, Farm Contractor & Large Scale Farmer, Farmers Guardian, Farmers Weekly, Forage Matters, PROFI, Tractor Trader, and others.

Opinion formers representing the main fertiliser manufacturers, the spreader calibration operators and precision farming companies were also in attendance.

In depth and extensive press coverage, generated from those attending and the wider circulation of both press releases and custom-written articles, has been achieved in over 20 national and regional titles in time to impact on the spring 2006 season.

Client Testimony
Direct client feedback on this case study can be arranged through Matt Mellor at ABC.