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Agrimarketing : January-Febuary 2010
"When we look at market segments, we don't see barriers, we see opportunities," explains Redhage. "We focus on the positive. Because our target audience of growers was very small, especially in relation to the grower audience in most crop segments, this provided us with a tremendous opportunity. Working with Nicholson Kovac and our database management company at the time, we were able to flex tremendous creative muscle to deliver a tactic that was highly personalized, compelling and measurable." FMC worked with its agency partners to devise a creative solution to this multi-faceted challenge. They were tasked with helping the FMC sales force "get a foot in the door" with this critically important audience. The concept was to reach a small number of key, high-acreage growers with a compelling, high profile mailing that would pique interest in the portfolio and establish the basis for a sales rep to make contact with the grower. The result was a creative, multi-media mailing that growers found irresistible --- as proved by the 100% open rate the mailing generated. To call this piece a "three dimen- sional mailing" doesn't scratch the surface of the tactic's complexity. Nicholson Kovac account service leads April Allenbrand and Kristen Marshall led an experienced creative team through the process of creating this multi-layer tactic. "Senior Art Director Mike Davis and Copywriter Staci Meyer crafted visuals and language that recipients found compelling and relevant, thus their first impression was that FMC really understood the nuances of their business," says Marshall. "This helps boost the 'open rate' or the number of packages opened by recipients. This intense attention to detail is critical in determining the ultimate success or failure of the project overall." THE METHOD "This piece went far beyond a gift in a box," explains April Allen- brand, Management Supervisor at Nicholson Kovac. "It was important to build traceability and measurability into each step of the process ... from the moment the 30 Agri Marketing January/February 2010 STANDING OUT/continued from page 28 (more on page 32) The centerpiece of the FMC potato "mega-grower" direct mail piece was a locked home document security safe with an electronic access keypad. Inside was a personal DVD player loaded with a personalized message for the potato grower from his local FMC sales representative.
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