GRANIT PARTS Iberia at FIMA 2026

To ensure a successful trade fair appearance, Lucía and I prepared a competition linked to the customer journey—an exciting project!

Every two years, the Spanish city of Zaragoza hosts “FIMA" – a five-day agricultural trade fair in February with around 1,200 exhibitors. Agricultural innovations and technologies are presented to interested trade visitors across more than 100,000 square meters. Experts, manufacturers, and dealers come together here to engage in conversation and exchange ideas at the exhibition space as well as in conferences and presentations.

Acquiring new customers through a customer journey

GRANIT PARTS' Spanish subsidiary was represented at this agricultural sector event by a strong team of 14 people. GRANIT PARTS Iberia's focus at the trade fair was on welcoming existing customers and acquiring new ones. The latter was achieved through a competition and an associated “customer journey." As part of this, participants in the competition also signed up to receive a newsletter, which was then sent to them over several days, providing them with interesting information about GRANIT PARTS.

The GRANIT PARTS stand at FIMA had a lot to offer: in addition to various LEDs, there were diagnostic devices from Jaltest to discover. Visitors were also able to find out about some of our own brands: batteries from Endurance Energy, PROBOSS seats, workshop equipment from TRAXOR, and ROTARO drive shafts. The topic of smart farming also had its place at the booth, allowing visitors to learn more about the future of agriculture.
Of course, GRANIT PARTS also attracted some visitors to its booth with its enticing competition. The prizes on offer were toolboxes and hammer drills from the GRANIT BLACK EDITION!

To participate in the competition, visitors received a digital registration form that asked for some information. In addition to their name and address, this included details of the number of tractors they owned or the number of hectares they farmed, in order to get an idea of the size of their operation. By submitting this digital registration form, participants in the competition were entered into the prize draw. They also signed up for the newsletter mentioned above, ensuring that GRANIT PARTS would remain in their minds even after their visit to the trade fair.

Preparations for the lottery & customer journey

Lucía and I were responsible for the registration form and the subsequent newsletter. Lucía is in charge of marketing in Spain and therefore had a lot of contact with FIMA. I, on the other hand, don't have any trade fair experience yet, but as part of my training I am currently in the department e-commerce/marketing and therefore work a lot in the field of “digital presentation." Lucía and I already know each other from my stay abroad in Spain in October – a perfect match and a great advantage for communication!

We started working together on the aforementioned registration form for the competition. Lucía gave me a few guidelines and suggestions, and I implemented them in the form. In a short time, we created a quick-to-fill-out digital document that was designed to encourage participation with a logo, images, and a short text.

The customer journey begins

Further down the form, participants were asked to provide their contact details. The “email address" field was important for notifying participants if they won, but it was also essential for the newsletter so that they could be added to the mailing list. The participants were then divided into two groups in the mailing list: retailers and commercial end customers. Fortunately, the information that visitors provided in the form enabled our tool to do the work of distinguishing between the two groups for us.

After dividing the participants into dealers and commercial end customers, both groups received emails over several days informing them about GRANIT PARTS and the benefits we offer. The emails sent to commercial end customers contained comprehensive insights into our product range and practical instructions on how to find a dealer near them via the GRANIT web shop.

The email history for retailers – more detailed and with more branches

The part of the journey aimed at retailers was somewhat more complex. The first introductory email from GRANIT contained a brief overview of the scope of services and a comprehensive presentation of our product ranges. With the trade audience at the trade fair in mind, the focus here was on the agricultural product segment. After a certain waiting period, further emails followed. In addition to interesting insights into our product range, dealers also received information about our partner shop program, Rep.Guide, and our useful special searches.

The difference between this and the email history of commercial end customers was not only in the content of the emails. What also distinguished the course of the customer journey for dealers from that of commercial end customers were the “splits" that the marketing automation tool regularly performed. As part of a split, the tool checks whether the recipient is already registered as a customer with GRANIT. If this is the case, they would embark on a new “path" in the journey. They would now receive emails explaining how to use the web shop and introducing them to other benefits, such as the GRANIT app or the shop system. Participants in the journey who have not registered as customers continue to receive the “regular" newsletter emails.

The conclusion on FIMA 2026

During the trade fair, several people signed up for our competition. GRANIT PARTS is now sending interesting information about our company to a large number of trade fair visitors with the aim of convincing them to become customers or find a dealer in their area.
Of course, visitors were particularly interested in the prizes: every day, two lucky winners were drawn from the new contacts made that day using a tool! One won a toolbox and the second a hammer drill from the GRANIT BLACK EDITION.

In conclusion, FIMA was a real success for GRANIT PARTS Iberia: Lucía reported consistently positive results. Many customers were welcomed in the VIP area, and commercial end customers also showed great interest in GRANIT PARTS products. We are already looking forward to GRANIT PARTS Iberia's next trade fair visit and to more exciting insights!