Joe Fleming spent five years perfecting his innovation. But even the best product needs the right marketing story. The challenge?

Getting farmers to invest in equipment they couldn't see in person, for a practice many were just beginning to explore. We needed to build trust, educate the market, and create desire - all without the luxury of traditional showrooms.

We kicked off with an intensive 6-week discovery phase. Working closely with Joe and his team, we dug deep into the market opportunity, mapped out the barriers to adoption, and crafted a strategy that would do more than just sell a product - it would champion a movement.

The result was a comprehensive marketing strategy that transformed complex engineering into compelling stories. We focused on education first, building trust through expert content, and letting early adopters become our strongest advocates.

Our execution spanned multiple channels but stayed laser-focused on one goal: building credible relationships with farmers ready for change.

We created:

• Educational content that spoke to farmers in their language

• Social proof from early adopters 

• A lead nurture journey that built confidence through knowledge

• A tone of voice that felt fun and exciting