Digitalization is advancing rapidly in many areas, and the agricultural machinery industry is no exception. But it's not just tractors and other machines that are becoming increasingly digital - customer behavior is also changing. The changed conditions must be taken into account, especially when marketing and addressing new customers. Even the classic printed machine catalog has recently been updated and is being replaced by a modern online catalog in many places. But should the online catalog really replace the printed catalog? Or is it worthwhile for agricultural machinery dealers to find a hybrid middle ground?
1. Advantages of the printed catalog
Over the decades, print catalogs have established themselves as a proven sales tool. The older generation in particular appreciates leafing through the latest machine catalog and even pays a visit to the machine dealer just for this purpose. But the printed catalog has even more advantages:
- Haptics and value: A high-quality catalog conveys a competent and reliable impression and can therefore also convince new customers. But be careful: catalogs with a poor design, cheap haptics or many spelling mistakes can also have a deterrent effect on customers.
- Longevity: Customers often take more time to browse through a printed catalog than to scroll through digital offers. Printed catalogs tend to stay in the household for a long time and are picked up again and again.
- Older target group: The older target group in particular often has problems using digital media. For this reason, it is still easier to address them with a printed catalog than with a digital catalog.
2. Advantages of the online catalog
Digital catalogs are becoming increasingly important, especially in the agricultural machinery sector, and are highly valued by the younger generation in particular. They also offer numerous advantages:
- Up-to-date: Changes happen quickly, especially in the agricultural machinery industry. Prices, stock levels and product information can be updated in real time in a digital catalog so that the customer can always find the right information.
- Interactive and multimedia: The eye eats too - online catalogs allow the integration of videos, 3D views and additional links, which can make a machine much more attractive.
- Search function & SEO: In the digital catalog, customers can search specifically for machines that meet their requirements and do not have to laboriously browse through a printed catalog. An online catalog also improves your company's digital presence, making it easier to be found via search engines.
- Configuration: It is almost impossible to show all the configuration options of a machine in a printed catalog. In contrast, a configurator can be easily integrated into the digital catalog. This gives customers the opportunity to find their dream machine.
3. Why a hybrid strategy is the smart choice
Agricultural machinery dealers who rely on both print and online catalogs can significantly increase their reach and customer loyalty by combining the strengths of both worlds. The targeted use of both strategies can create synergetic effects that have further benefits for the company.
- Cross-media use: More points of contact with customers always ensure better loyalty. With printed catalogs, you create a connection in the home environment, while with the online catalog you also create a mobile and digital bond with the customer.
- QR codes & links: More space for the important things - QR codes in printed catalogs ensure that you make further information, as well as multimedia content such as videos or a configurator from your online catalog, quickly available to customers.
- Serving customer preferences: Keyword generational change - while older customers in particular prefer the traditional version, the younger generation in particular is turning to digital solutions. A hybrid strategy ensures that all customers are catered for.
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