Challenges

When we started working together, one of the biggest challenges was not a lack of resources or competition — it was the market mindset. Romanian agriculture was, and in many ways still is, deeply attached to traditional methods. Agricultural drone technology, based on ULV (ultra-low volume) spraying, seemed to most farmers either an experiment or an unnecessary risk.

We weren’t just selling a new product — we were selling a paradigm shift.

The audience had to be educated from the ground up: what an agricultural drone is, how it works, what ULV means, what advantages it offers over traditional methods, and what real-world results look like in the field. Farmers weren’t looking for drones — they didn’t even know they needed them.

That’s why everything — from social media posts to trade show presence — had a single focus in the first years: education and trust.

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In addition to market skepticism, there was also an economic reality: as a self-funded startup, the marketing budget was limited, and every euro spent had to count. While the industry’s larger competitors could rely on brand recognition, legacy, and capital, we had to rely on speed, creativity, and courage.

We didn’t have the luxury of making the same mistake twice. Everything was tested, refined, and optimized relentlessly. Every visual, every piece of copy, every video had a clear purpose — to challenge a misconception, spark curiosity, or trigger a reaction.

We had to wear every hat imaginable: educators, demonstrators, salespeople, strategists, content creators, event coordinators. All to support an idea that was one step ahead of the market.

Looking back, the real challenge wasn’t promoting agricultural drones. It was convincing an entire industry that its future was starting now — and that Riagro deserved to be the voice announcing it.

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Infrastructure

Once we had validated the messaging and strategic direction, the next natural step was to transform Riagro’s marketing from a one-person effort into a fully functional ecosystem — with clearly defined roles, structured workflows, and an internal team capable of supporting the company’s growth pace.

Today, behind every campaign, launch, or event at Riagro stands a complete five-person marketing department, which I manage directly. This core team ensures not only daily execution but also the continuity and coherence of a vision built over the past five years.

Roles are clearly structured:
I lead strategy, brand development, digitalization, project management, and creative direction. I coordinate the entire process and integrate every marketing initiative into a coherent, scalable, and effective plan.

Melania is responsible for all performance marketing — managing campaigns across Meta Ads, TikTok Ads, Google Ads, LinkedIn Ads, and YouTube Ads. With a data-driven and results-focused approach, she delivers optimized campaigns for each audience segment.

Daniela manages social media channels, handles video editing, email marketing, and SMS campaigns. She plays a key role in maintaining a constant and relevant presence with our audience.

Daniel oversees all printed materials — from vehicle wraps to flyers, banners, posters, and any element of offline visual identity.

Andrei is the person behind the camera and the edit desk. He handles media production — filming, aerial footage, photography, and professional video content — a key element in positioning Riagro as a modern and visually credible brand.

We have built a workflow where each team member operates with both autonomy and clarity. Every initiative follows a well-defined process — from brief to execution to evaluation — supported by internal tools and systems designed to minimize wasted time and maximize the impact of every action.

This infrastructure not only supports today’s operations but is designed to scale with the company, without compromising on quality, brand identity, or agility.

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Results

Over the course of five years of collaboration, Riagro has grown from an unknown startup into a strong, respected brand within Romania’s agricultural industry. The goal has always been clear: to transform a misunderstood technology into a recognized and sought-after solution for farmers. The results we’ve achieved reflect this journey of growth and consolidation.

Today, Riagro is recognized as an official DJI Agriculture dealer in Romania — a validation earned not only through sales volume, but more importantly through the trust built over time and the consistency of our market communication. The company now operates an authorized service center for agricultural drones, its own warehouse, and a growing network of clients.

The team has expanded to 11 employees, and in 2025 the company completed a full rebranding process. This milestone marked the transition from a purely technical and functional identity to one that is mature, well-positioned, and aligned with the image of a leader in precision agriculture.

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Through our campaigns, educational content, and consistent activity both online and offline, we successfully built an active community and generated demand in a sector that was initially unprepared for change. We achieved strong organic search growth, delivered measurable performance through paid campaigns, and established a communication framework that is coherent, integrated, and scalable.

Today, Riagro no longer needs to convince the market — it needs to manage demand and expand its capacity. And that, fundamentally, is one of the clearest indicators that the strategy was not only well-designed, but also well-executed.