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Agrimarketing : November December 2006
30 AgriMarketing November/December 2006 "To educate internal Syngenta per- sonnel about nematodes, we enlisted the help of university nematologists and Syngenta technical representa- tives," McClement says. "Nematodes 101 (a Ph.D. level course) introduced AVICTA Complete Pak to internal personnel and covered the basics of all things nematode-related." To extend the educational aware- ness about nematodes and the dam- age they can cause, Syngenta created an online nematode training module where Certified Crop Advisers (CCAs) can earn one continuing edu- cation credit by passing a quiz at the end of the module. In addition to the nematode training, there also is a grower-focused online tutorial about the product. Here, anyone can learn how AVICTA Complete Pak works and the advantages it brings to cotton growers. For education across the board, six separate collateral pieces were developed to highlight the advantages of AVICTA Complete Pak and raise awareness about the problems caused by cotton nematodes. Three product- centric pieces included a technical bulletin, an image brochure and a quick reference guide. For use in the field, nematode identification guides were developed for each of the three major species of cotton nematodes. THE CREATIVE MESSAGE When it became time to officially launch the product, Martin|Williams, the Minneapolis-based advertising partner of Syngenta, continued its direct marketing pro- grams with help from Synapse Technology, a North Car- olina-based database marketing firm. "One of the most notable direct mail pieces we circulated featured a unique Venetian blind mechanism to deliver a two-part mes- sage," says Leigh Thiel, Account Supervisor with Mar- tin|Williams. "Also notable was a highly comprehensive 10-page insert created to offer extensive nematode infor- mation and placed in five publications with circulations throughout the Cotton Belt." To immediately grab the attention of customers and demonstrate the three-part product, a unique, triangular launch kit was developed by Gibbs & Soell with graphical expertise from Signal Design, a graphic design firm with offices in Durham and Wilmington, NC. RSVP Commu- nications, Syngenta's fulfillment house headquartered in Greensboro, NC, distributed the launch kits to key retail- ers, consultants and Syngenta personnel. "Every part of the launch kit highlighted the unique concept of AVICTA Complete Pak," says Stephanie Moore, Account Supervisor with Gibbs & Soell Public Relations. "The horizontal image brochure demonstrated a deviation from a traditional way of thinking. We also included a talking news release in the kits mailed to media. This distinctive tactic catered to both print and broadcast media, featuring a traditional media release with pre-recorded interviews for use on the radio." The AVICTA Complete Pak launch campaign effec- tively generated awareness and positive publicity for AVICTA Complete Pak and Syngenta. AVICTA Complete Pak was widely promoted by regional and national agri- cultural media, seized a significant share of the cotton nematode protection market from Temik® and far exceeded sales and market share objectives as it was planted on approximately two million acres in its first year of commercial use. "From beginning to end, the promotional effort for AVICTA Complete Pak has been a fully coordinated, highly dedicated team effort," says McClement. "The results are obvious with the presence of AVICTA Com- plete Pak in the marketplace after its first year of use. We look forward to what will come next from Syngenta Seed Care." AM PRODUCT OF THE YEAR/continued from page 28 WHAT WILL YOU DO WITH YOUR HOPPER BOXES? The idea that hopper boxes will become obsolete with the adoption of AVICTA Complete Pak quickly became a central idea for the advertising campaign. Smartly designed structures "built" with hopper boxes appeared all over the Cotton Belt in print, in billboard advertising and on the Internet. To make the ads especially distinctive, the hopper boxes formed edifices not commonly seen in agriculture publications, such as a bridge. The signature structure, a lighthouse made of bright yellow hopper boxes, appeared in several forms including the cover of the advertorial insert and in various print ads. AM (At Left) Jeff Mink, Technical Sales Representative, and Dr. David Long pose with the hopper box lighthouse in the Syngenta booth at the March 2006 Mid-South Farm and Gin Show.