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Agrimarketing : June 2009
46 Thinking Outside Box:16 Thinking Outside Box 6/26/09 11:17 AM Page 46 THINKING OUTSIDE THE BOX PFIZERANIMALHEALTHGOESTO WORKONEXPERIENTIALMARKETING I n an effort to create a unique brand experience for its customers, the Pfizer AnimalHealth marketing teamideated a one-of-itskind promotion to visually demonstrate the benefits of one of its top performers in the dairy calf and heifer productmarket, DRAXXIN (tulathromycin) Injectable Solution, and coined the promotion “DRAXXINGoes toWork.” To help drive customer engage- ment, the company sent Clint Lewis, President of the U.S. PfizerAnimal Health division, and hisNewYork City-basedmarketing executive teamto Dane,WI, to performcalf chores on awinning dairy operation. “With this promotion,wewanted to visually showthe added value beyond the bottle aswell as the product’s distinctive extended therapy advantages to our customers,” reports Ben Church, DairyMarketing CommunicationsManager, Pfizer AnimalHealth. “For us, this comes in the formof our expert people, solutions and services.” The PfizerAnimalHealth team went on a nationwide search to choose one among themany progressive calf operations that have successfully implemented the anti-infective into their calf-care protocols. That’swhen the company came across calfmanager Troy Ripp and the dairy operation that he co-ownswith brothers Gary and Chuck inDane,WI— Ripp’sDairyValley LLC. “The DRAXXINGoes toWork promotionwas created to highlight the product’s value, butmore importantly, howit plays a rolewithin an entire calf-care protocol,” explains Dave Korbelik, DRAXXIN MarketingManager. As part of the promotion, Pfizer AnimalHealth provided Rippwith an executive replacement crew including Lewis,Don Sauder, Vice President of the company’s U.S. cattle organization andMike 46 Agri Marketing s June 2009 Pfizer Animal Health’s Replacement Crew(l to r) Doug Braun, DVM, Pfizer Veterinarian; Don Sauder, VP, Pfizer U.S. Cattle Organization; Troy Ripp, CalfMgr, Ripp’s Dairy Valley; TomAnderson, Area Sls Mgr; Clint Lewis, Pres, U.S. Pfizer Animal Health Division; RobbieMoody,MktgMgr; TimMiller, TerritoryMgr; Ben Church,Mktg CommsMgr, andMike Layfield, Group Dir, Pfizer U.S. Dairy Bus. chores that Ripp had in store for themthat day. Then itwas time to put themto work as the quiet of the barnwas broken by bellowing calves ready for their first feeding. Lewis and his crewtook to the pens right away and had no problemswith the young calves producing empty bottles. As they finished up the first feed- ing, theirwork had only just begun. Six calveswere ready to beweaned andmoved into the group heifer pens located on the other side of the calf barn. The crewhelped transport the calves into the next buildingwhere Lewis. “What betterway to do that than towalk in their shoes for a day?” TEAMBUILDING But beforeDRAXXINcould “go to work,” Church and his teamnarrowed down their communications approach into two tiers—internal and external. Internalmarketing proved to be the first andmost vital step in the promotion’s success. By enlisting the help of the field force—the largest in the industry—in the nomination process, the promotion relied on the field actively participating and seeking out possible nominees. Layfield, Group Director of the U.S. dairy business. The replacement crewalso includedmembers of the marketing team, including Robbie Moody,MarketingManager, aswell asDoug Braun, DVM, PfizerAnimal Health veterinarian. GOING TOWORK Not dressed in their typical business attire, but rather coveralls andwork boots, the replacement crewbegan their day at 5:00 a.m.with a tour of the facility and a download on the weaned heifers are kept in group pens. And to prepare for newcalves, the stalls needed to be cleaned, somembers of the crewtook apart the individual calf pens, cleared out the bedding and power-washed the panels clean. The rest of the daywas spent feeding young calves, bedding the heifer group pens aswell as helping process two newborn calves—a far cry fromwork in the BigApple. “PfizerAnimalHealth’s goal is to get closer to our customers to better understand their needs,” explains
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