by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
Agrimarketing : January February 2008
DIRECT/RELATIONSHIP MARKETING USING DIRECT MAIL TO DELIVER LOCAL RESULTS by Brittany Steuer, Charleston | Orwig Direct marketing is one tool in the relationship marketing tool box that can effectively reach a wide range of prospects or cus- tomers while still offering a person- alized perspective. Working with Dairyland Seed Company, West Bend, WI, we at Charleston|Orwig, Inc., Hartland, WI, have had great success provid- ing useful research and field trial information to producers, key indus- try influencers and decision-makers through customized direct market- ing.In the fall of 2007 a customized direct mail campaign for Dairyland Seed was executed to enhance the general awareness of Dairyland Seed's corn for grain product line, using the company's relationship database to provide personalized information for each of Dairyland Seed's customers and prospects. We identified early fall as the best time to target corn customers/ prospects as they began making deci- sions for the 2008 growing season. Working with Dairyland Seed, we decided to target this growing market and share why Dairyland Seed grain can provide the right traits and yields for growers' operations. WHAT WAS DONE A postcard series was created high- lighting the traits of Dairyland Seed grain, along with important on-farm trial data from each cus- tomer area. Dairyland Seed trials had great yield results due to new proprietary inbred lines developed by their research team and access to some of the best traits that fit the planting needs of each of the 11 state geographies Dairyland Seed serves. Because of this wide range of success, we wanted each individual to receive both local and state trial data that would be beneficial and applicable to their operation. The 6 inch by 9 inch six-card series was sent to approximately 10,000 recipients from over 200 customized senders. The first card was sent in late September, providing a brief overview of Dairyland Seed's commitment to research and a Web address for more infor- mation on a specific area's latest yield results. Subsequent cards, sent throughout the fall of 2007 and winter of 2008, edu- cated growers on the greater yields and lat- est hybrids available from Dairyland Seed, in addition to how a third-generation, fam- ily-owned company accumulated over one million acres of suc- cesses in the past three years. Accompanying this general information were local on-farm yield results, which varied by location. The impact of the series increased when geo- graphically relevant results were included for each grower on the last four post- cards, making the messages more meaningful and useful. Each postcard also was customized with dealer or sales representative contact information giving produc- ers a local contact person to talk to who would be familiar with their farming area. WHY IT WAS DONE THIS WAY The postcard campaign was the vehicle of choice for several reasons. First, 2007 was a great year to target corn growers. The dramatic swing 56 AgriMarketing January/February 2008 (more on page 58) PRST STD U.S. POSTAGE PAID MILWAUKEE, WI PERMIT NO. 1071 Dairyland Seed P.O. Box 958 West Bend, WI 53095-0958 Strong performance is undeniable. There's no denying that strong research and strong genetics lead to strong performance. We protect that performance with the best traits, including YieldGard VT TripleTM technology. That's why our corn hybrids have been planted on over one million acres the past three years. With over 30 years in plant breeding and an industry-leading 15 percent of revenues reinvested into research, it's no wonder our hybrids are one-in-a-million. To learn more about our hybrid varieties, including those with the latest YieldGard VT Triple technology, contact Keith Rekow at 605-380-5507. Grain Grower 123 South Main St. Anywhere, ND 12345 ©20 07 Dairyland Seed Co. Inc. Always follow grain marketing and IRM requirements and pesticide label direction. YieldGard VT Triple Corn can be offered for sale in the states in which it is registered. Check with your Monsanto representative for state-specific status. YieldGard , YieldGard VTTM and Design, and YieldGard VT TripleTM and Design are trademarks of Monsanto Technology LLC. All other trademarks are the property of their respective owners. Visit Dairylandseed.com to see your area's latest yield results. Hybrid Yield (bu/A) Location Stealth-7196 194 Brampton, ND Stealth-9497 202 Milbank, SD Stealth-9201 207 Big Stone City, SD Local Yiel Results Samples of the Dairyland Seed direct mail. Above are different executions of the front side of the postcard. Below are the back side of the card reporting local yield trial results and the recipient's dealer.
2008 Marketing Services Guide
Crop Life America