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Agrimarketing : January February 2008
year has been a home run because we have the high-yielding hybrids and data to share if a grower needs to see that, but our sales people can demonstrate a real difference in how they treat the customer." ABOVE AND BEYOND In addition to the advertising cam- paign, the Hondo team designed a comprehensive marketing program that included radio and online advertising, as well as public rela- tions, direct marketing and local communications initiatives. The full campaign was launched at the 2007 Farm Progress Show. "Wyffelmania," as many of the field events this season were designated, offered both fun and educational activities that captured the growers' attention and got them to take notice of the Wyffels difference. Throughout the three days of the show, the Wyffels display brought in big crowds with opportunities to meet the management team, learn more about the newest hybrids and hear from a National Corn Growers Association board member. As a mechanism to draw in the crowds, visitors could fish for prizes at the fishing pond or climb on a Wyffels state-of-the-art research combine. Visitors were also asked to com- plete a survey about what they wanted from a seed corn supplier, what trait packages were most useful for them and their biggest concerns for next year. That information, along with data collected at other Wyffels field events, is being used to develop the database and further customize communications vehicles in 2008. "We want the growers' experience with Wyffels to be above and beyond what growers get with other seed companies," says Risley. "Wyffels Hybrids is a business focused on helping corn growers prosper in their business." SWIMMING TO SUCCESS "The hybrid with the highest yield doesn't always stay on the farm," says Risley. "Yield can vary from year to year, but if we have a relationship with the grower by treating them right, we'll be doing business with them for years to come. Our updated position- ing gave us something to give which does not rely on performance or weather, it's the relationship and care we want to have and provide to the customer that makes the difference." Even though the campaign is still in its early stages, Wyffels is seeing an impact on customers, prospects and others in the industry. That impact is showing up both as a change in per- ception and in actual orders. Recently, Wyffels heard from a grower who attended the Farm Progress Show. He had never planted Wyffels before but placed an order for the 2008 season because he saw that Wyffels was really doing things dif- ferently than other companies. This sentiment is being repeated by Wyffels growers and other industry influencers. Callers to the Wyffels Customer Care line frequently repeat the signature positioning -- that they are treated as "more than a number." As a new year rolls around, Wyffels will continue to focus on unmatched customer care by taking it to the next level of customization and personalization. "Wyffels is one of the most inno- vative seed corn companies in the industry," says Balinas. "Not only do they have the research and breeding programs to deliver top-yielding corn hybrids, but they live their mission and are not afraid to take a risk to break through the clutter in today's market. We're excited about the new opportunities that lie ahead, and can't wait to help Wyffels take it to the next level." AM January/February 2008 AgriMarketing 17 Wyffels launched its new integrated marketing program at the Farm Progress Show held in Decatur, IL. Their exhibit offered fun and educational activities to capture growers' attention and notice the Wyffels difference. is now available online! To view, go to www.AgriMarketingDigital.com. To receive an e-mail alert when each issue is available, e-mail your request to be added to the list to: info@AgriMarketing.com.
2008 Marketing Services Guide
Crop Life America