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Agrimarketing : January-Febuary 2010
32 AgriMarketing January/February 2010 box was received, to the moment the grower accessed the box, etc. The 'closed loop' structure of the mailing program meant that we could keep our FMC clients apprised of exactly what was happening to each and every mailing, in real time." The 30 highest-acreage potato growers in the U.S. were targeted in the campaign. They received a special, FedEx delivery consisting of a small, locked home document security safe with an electronic access keypad. Instructions attached to the top of the safe drove the grower to a personalized URL (or a PURL) on the web. By visiting their PURL, the grower would receive the code needed to open the safe. When the grower opened the safe, they found a DVD player containing a personalized video from their FMC sales representative. The video identified the grower by name and introduced them to the FMC potato crop protection portfolio and the features and benefits of each product. The mailing worked as a highly trackable closed-loop system. Nicholson Kovac received a notification when each package was received. When each grower accessed their PURL, this action generated an automatic e-mail to both Nicholson Kovac and the relevant FMC sales representative. The e-mail alerted both parties that the grower had received their access code, and instructed the sales representative to contact the grower within 48 hours. "Creating this piece was a terrific experience for everyone involved," says Redhage. "Recording the videos took place during our national sales meeting and created a tremendous air of excitement about both the project and our aggressive approach to this lucrative market segment." In any direct mail effort, one key statistic for measuring success is the open rate, or the measure of how many of the mailing pieces were opened by the recipient. This particular direct mail effort resulted in a 100% open rate --- each and every safe was accessed by its recipient. "FMC continues to grow its market share in the potato crop protection market in a strategically smart and aggressive manner," says Redhage. "By putting creative, unique pieces such as the mega- grower mailing in front of our key producers, we are creating and maintaining a high profile presence with them and keeping our brands fresh in their minds." AM STANDING OUT/continued from page 30 "Earning two degrees at once is a powerful combination. The focus on both agriculture and general business broadened my knowledge of the agriculture industry. There are many online MBA programs, but none offers the same combination of academic rigor and convenience as the Purdue-Kelley MS-MBA. " Jennifer Araujo | Protocol Analyst--Technology Development | Monsanto Company n a c r education, and a Master of Business Administration from c h advanced degrees. a n apply now for the August 2010 class. ou Y Yo our life. Y Yo our de Y Yo r future. ecision. MS-MBA ood and Agrib inF aintain personal and p M i l d d anagemen business M ofessional commitments, wh r llk f nt hile earning i i i simultaneous graduate de ees wo degr T Tw ece ---R Re wnf , kno ersityy, niv Un education, and a Ms ' ersity niv ndiana U I ogra U.S. business pr --- er istance deliv D --- ed eeks ew with only fiv lexible time comm F ees anced degr adv wnu ell-kno omtwow ees fr egr om aster of Science fr eaM eiv cellence in agricultura for its ex dministrat usiness Ad aster of B usiness, a elley School of B sK am. tudy at anytime and at any ---S er 27 months v esidency o sofr mitment k full time and or ---Wo ersities. univdue ur P al om ion fr top 20 y place s. d earn EA/EOU ees. anced degr adv sd ' e a bachelor ou hav y If or agricultural business fi ugus wfortheA apply no Co ears experience eey ee, thr degr our ther y firm, and want to fur t 2010 class. (76 lua ay in a food , eer r car eM D uanna L ontact: 65) 494-4270 due.edu anna@pur Images on the mega-grower Web site also followed the "spy" theme, such as this image of a cassette tape containing a "secret" message for the site visitor.
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