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Agrimarketing : February 2009
WORD OFMOUTHMARKETING ELANCOANIMALHEALTHWINS WORD-OF-MOUTHMARKETINGAWARD by Beth Lutter F or years agri-marketers have been usingWord-of-Mouth Marketing (WOMM) as a tool to get industry experts and customers talking and sharing experiences about specific products andwhat’s going on in themarketplace. To recognize thosewho use the strategywell, PurdueUniversity, AgriMarketingmagazine, andBeck Ag, Inc. spearheadedthe inaugural Word-of-MouthMarketingAwardto recognize the best of the best. The judging teamofDave Rhylander,Monsanto;MikeBorel, ContextNetwork; LyleOrwig, CharlestonOrwig; and LynnHen- derson fromAgriMarketing magazine recently announced that theU.S. Swine BusinessUnit at ElancoAnimalHealth ofGreenfield, IN, is thewinner of the award. Elanco won the awardwith their Tylan WOMMStrategy Implementation. KerryannMehmen, amember of Elanco’sU.S. Swine BusinessUnit, was on hand to accept the award at Purdue’sNationalConference on Agribusiness inNovember. Mehmen explains Elanco has used WOMMsince 1999 to educate veteri- narians, nutritionists and producers Table1 40 30 20 10 0 The Ripple Effect aboutmarket issues and howtomaximize the impact of Elanco products. Besides the Tylan project, Elanco has usedWOMMto help launch products such as Paylean, Optaflexx,Rumensin for lactating dairy,and Pulmotil for sows. ELANCO’S GOALS In the case of theirwin- ning Tylan program, Elanco’s goalswith WOMMwere to educate the target audience about the prevalence of Ileitus in pigs and the impact it has on profitability and pro- ductivity. Since Ileitis is ranked the number one enteric disease in theU.S., affecting 94%of allU.S. swine herds, Elanco knew itwasworkingwith an important issue. Elanco alsowant- ed to share the benefits of Tylan compared to vaccines. To reach these goals, Elanco part- Elanco’sKerryannMehmen (L) is presented the 2008Word-of- MouthMarketing Award by Beck Ag President Stephanie Liska. themto hold tight tomy goals, and deliver impact.” WithElanco’s goals inmind,Beck Marketing Messages are Shared neredwith BeckAg, the leading provider ofWOMMand sales solu- tions to agri-marketers. Elanco has workedwith BeckAg since they started usingWOMM in 1999. “BeckAg is a 31% 11% 3% Shared info with 2-4 other farmers Percentage of participants 46 AgriMarketing s January/February 2009 Shared info with 5-7 other farmers Shared info with more than 7 farmers fantastic val- ue.,”Mehmen says. “They are incredibly focused— whenever I call they really drive to the core ofwhat I want to accom- plish—some- thing I don’t always know at the start of project. I trust Ag coordinatedAgTelePanels as one tactic inaWOMMstrategy for the Tylanprogram.TheAgTelePanel offers a groupof 50 to 100people the oppor- tunityto interactusingconference call technologywithapanelof recognized industry experts/influencers and experiencedproduct/technology users.Participants includedswine practitioners, feedcompany reps and nutritionists inswineproduction, as well asproducersmarketingmorethan 5,000headannually. Mehmen saysAgTelePanels have been effective for Elanco because par- ticipants talk aboutwhat’s on their mind. “Our customersdon’t feel like they’ve beenmarketedto,”she says. “We’re talkingaboutwhat’s important to them.Ourprograms arenot always drivenwitha specificproduct inmind —more oftenwedealmorewiththe issues andchallenges inthemarket- placeandstrive to buildawareness abouthowourproducts fit.”
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