Employees

over 120 employees (international)

Branch

Agricultural machinery and vehicle manufacturing

Internationally active, medium-sized family business

Founded: 1896 in Goldenstedt, Germany

Goals

Long-term customer relationships – based on openness, fairness, trust and stability
Constantly growing, innovative company
Digitization and technical development while preserving tradition

Challenges

Differentiation from the competition
International sales tool with little travel
Replacement for cancelled expo events
Digital event execution
Strengthen customer and partner loyalty
Continuous lead generation

Solution

Use of an own virtual showroom and holding of a virtual in-house expo

Unique product presentation with 3D product viewer and AR
Live consulting with the help of (video) chat
Worldwide access
Multilingual
Integration of presentation software
Flexible design through a content management system

Experience BERGMANN virtually

DIGITALIZATION AND TRADITION

The pandemic-related postponements of international agricultural engineering expos such as SIMA or Agritechnica presented Bergmann Maschinenbau GmbH & Co. KG with particular challenges. After all, these events not only serve to present the company’s own portfolio, but also repeatedly provided Bergmann with good opportunities to establish and strengthen important partner and customer contacts.
At the same time, the trend towards online information in conjunction with immediate online purchasing has led, among other things, to more and more suppliers presenting their products digitally. This intensifies competition, but at the same time offers the opportunity to take new and innovative paths.
Bergmann therefore had a clear task for its own path in the 125th anniversary year: In times of cancelled expos and distance, a close customer and partner experience was to be created that clearly differentiated itself from the competition. A digital stage for international sales that brings together what has always belonged together at Bergmann: innovation and tradition.

After-Event Video

The Solution

From the very beginning, our focus was on ensuring that the new Bergmann website would not be a short-term stopgap measure, but rather the digital flagship of the company. The idea of a long-term virtual showroom was quickly born. Its features, however, were developed in an intensive exchange of all project participants and draw on the creative fullness of our entire know-how.

In this way, we not only created a multi-media point of sale, but also integrated the possibility of digitally holding events and meetings with customers, partners and employees. To make the new Bergmann experience as close as possible, we decided on a 360° showroom concept. The presented agricultural machinery can be discovered from all angles in the 3D Product Viewer and projected into one’s own environment with augmented reality via smartphone. Right next to it: Info points as downloadable leaflets and brochures, image galleries, integrated videos and virtual doubles of the real contact persons at Bergmann, who can be “addressed” for chats or messages with just one click.

Presentations of the land machines

,,We are very happy to have opted for a virtual showroom and can only recommend the cooperation with newroom connect. We had a competent and professional partner at our side from concept creation to the finished virtual showroom. The balancing act between tradition and digitization has been perfectly achieved.”

Daniela Hense, Project Manager at Ludwig Bergmann GmbH

Additional Benefits

The entire showroom as a replica of the Bergmann production hall ensures a high recognition value and strengthens the unique corporate identity. Furthermore, the showroom has no opening hours and is not tied to a local location. He is always available and receives visitors worldwide in no less than 5 different languages. In addition, live lectures and presentations can also be held in the auditorium – one of three virtual areas; we call them Areas. After the broadcast, these can be saved in the media library and accessed afterwards. Thanks to an easy-to-use content management system, multimedia content can be flexibly exchanged or adapted at any time. A real and long-term added value for the Bergmann team, which can continuously adapt its new sales tool itself.

The auditorium in front and rear view

Test Our System Live

To the Demo Showroom

The Result

The showroom looks fascinatingly similar to the Bergmann production hall and impresses with a smart combination of additional architectural ideas and virtual features that create atmosphere and arouse curiosity. In the first two days alone, over 300 visitors from 21 countries found their way through the digital gates into the new virtual Bergmann world. Among them were also many potential customers and partners, who went on a discovery tour full of expectant amazement.

The feedback is extremely positive, especially as repeated visits are worthwhile thanks to the constantly updated content and regular online events. And the most important thing: Our customer is also thrilled:

,,My personal highlight is the production hall. Otherwise, cranes are moving and welding is taking place. And virtually, you can now marvel at our agricultural machinery.”

– Jutta Middendorf-Bergmann, Managing Director