The company began to reinforce its presence at fairs and agricultural events, thus expanding its offline activities
Texaco, a manufacturer of lubricants and greases with over 120 years of existence, has one of its main business segments in agribusiness, supplying products for trucks, tractors and agricultural equipment in Brazil for over 60 years. In the last 12 months, the company changed its strategy in search of growth in this market.
In marketing, it realized the need to reinforce its presence at relevant events in the agricultural segment and expand its offline activations. The challenge was to make its communication with rural producers and cooperatives closer and more personalized, an audience that has a more dynamic profile and demands more physical presence compared to other industries that the brand serves.
Brazilian agribusiness has a historic relationship with Texaco. We serve an essential segment for our country, which represents 25% of the national GDP. On our way to strengthening this relationship with producers, we noticed that it was necessary to be physically present in the main places where they promote networking, close deals and discuss new technologies for the field, comments Paulo Gomes, marketing director at ICONIC, manager of the Texaco brand.
Marketing strategies have become an essential tool to achieve this objective of being more present in the rural producer’s daily life. Since 2022, Texaco has expanded its marketing budget for agribusiness, seeking to increase its presence in the segment and be closer to its customers. For example, in addition to the brand’s participation in Agrishow 2023, one of the largest agribusiness events in the world, Texaco also activated an OOH – out-of-home media plan, at Ribeiro Preto airport, with the aim of reaching the qualified public that circulated in this place during the fair. Another example was the media action surrounding the Bahia Farm Show, the largest agricultural technology fair in the North and Northeast regions.
Another important marketing activation was the exclusive communication plan for Marfak MCP Grease 00 grease, used by cotton harvesters, through billboards located at strategic points on highways in the states of Bahia and Mato Grosso, during the pre-market period. -harvest.
Read the full report in the print edition of January 29
