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Agrimarketing : June 2009
46 Thinking Outside Box:16 Thinking Outside Box 6/12/09 1:15 PM Page 47 “Without the excitement and help of the field force,we couldn’tmake this happen,” says Church. “Our sales force interactswith our customers face-to-face,whichmade themcritical in the selection of a calf-care operation with outstanding protocols.We couldn’t have asked for amore exemplary producer than Troy Ripp—all thanks to our sales teamfor nominating him and his operation.” The creative look of the promo- tion extended into an e-mail series that included e-blasts to the field force announcing the promotion and providing parameters and the method for nomination. Subsequent e-mailswere sent as a reminder for nomination deadlines. Within each of the eight sales areas across the nation, field force members collectively selected one nominee to represent their area based on the criteria. This included information on the producer’s approach to doing business, their specific calf-care protocols and their willingness to partner in such a promotion thatwould be featured throughout PfizerAnimalHealth marketing communications and trademedia. In the end, each area nominee received an award,while Ripp and his family received a travel voucher to take an “extended break” of their choice. To develop the promotion as part of the 2009 DRAXXINcommunications plan, the teamworked with its agency,Martin|Williams Advertising, to develop a look for the promotion that complemented the current DRAXXINcreative. “Itwas important that the execu- tion of creative stayedwithin the DRAXXINbrand family and connected to our keymessage of lifetime value and calf care,” said Korbelik. “Wewere able to give the promotion a fresh lookwhile remaining true to our core brand.” The brand’s keymessaging, “Her lifetime potentialmakes a difference,” and the design evolved quickly. Fromcalf hutch signs to hanging banners, to down vests, coveralls, hats and T-shirts, the Ripp’s Dairy Valley calf barn, its workers and theNewYork City replacement crewwere decked out in DRAXXINapparel. After the event took place, a final e-blastwas sent recapping the event with some colorful and candid photos to the entire cattlemarketing teamand field force. The entire organizationwas able to experience the face interviewwith Clint Lewis and members of PfizerAnimalHealth management. Editors also had the opportunity to visitwith a successful calf operation owner and reviewhis protocols,” said Church. Clint Lewis (right), President of the U.S. Pfizer Animal Health division, helps calfmanager and co-owner of Ripp’s Dairy Valley LLC, Troy Ripp, feed a newborn calf via an esophageal feeder. U.S.AnimalHealth Division President getting dirty and acting as a dairy farmer for a day as the story and photoswere featured on the greater company’s intranet, PfizerWorld. Visible to approximately 90,000 Pfizer Inc. employees, both human and animal health colleagueswere able to access the story.An even more robust account of the day’s events appeared on PAHOnline, the intranet specifically designed for animal health employees. THE LARGER AUDIENCE With the unique nature of the event, marketing the story externally proved to be just as important. Another key component in the promotion’s successwas extending an invitation to trade editors to participate in one-on-one interviewswith the executives. This included targeting key industry publications and sending thema personalizedmedia kit comprised of a pair of DRAXXINGoes to Work gloves and an invitation to attend that also explained the premise of the promotion. “We provided each editorwith the opportunity to have a face-to- Several representatives from local and national industrymedia outletsmade the trip to the farm includingHoard’sDairyman, DairyHerdManagement,Wisconsin State Farmer,DairyBusiness Communications and Feedstuffs magazine, and an appearance from PamJahnke, current President of the National Association of Farm Broadcasting and also known as “The Fabulous FarmBabe”who did a live segment on her noon television showand recorded radio segments. While this promotion focused on only one producer, PfizerAnimal Health plans to continuewith educational outreach efforts on all fronts, with the hope that this promotion will see future dairy operations and walk amile in their shoes for a day. According to Church, the promo- tion provided an invaluable opportunity to reach both the internal Pfizer AnimalHealth teamand the greater industrywith key takeaways. “We were able to involve all levels of the dairy business in somewaywith this promotion, creating a united effort in calf-care education,” says Church. “This unique campaign helped increase our visibility in a key market.” AM June 2009 s Agri Marketing 47
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