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Agrimarketing : June 2012
Editor's note: This is the second year for NAMA's "Producers' Choice Award. Conducted by Readex Research, farmers/ranchers rated ads in the areas of attention-getting, believability and information value. This ad from Z Tags had the highest rating. ZTags North America L.P. was founded in 2009, but the brand's history of innovation can be traced back to 1992 when Farnam Companies Inc. introduced the original Z Tags one-piece ear tag to the North American livestock market. Since then, Z Tags has continued to lead the way in livestock identification systems while maintaining the highest levels of customer service and satisfaction. Today, Z Tags is headquartered in Phoenix, AZ, and markets its product line throughout the U.S., Canada, Mexico and more than 50 other countries around the world. While the company continues to grow as more and more livestock producers discover the advantages of its innovative products, Z Tags retains the same entrepreneurial spirit that has guided it since its inception. UNIQUE BENEFITS When Z Tags were introduced in 1992, the unique, flexible design and advanced application system quickly became a big hit with livestock producers. "First and foremost, our tags offered livestock producers superior retention when compared to conventional two-piece tags," notes Stu Marsh, Vice President, Z Tags North America. "In fact, independent trial results showed an average retention rate of 98%. So our unique one-piece design virtually eliminated the added cost and inconvenience associated with lost two-piece tags." Another feature that set Z Tags apart from its two-piece competitors was the Z Tags applicator. Featuring a patented flip-out pin, the Z Tags applicator eliminated torn ears while reducing the risk of infection. "Once livestock producers discovered the fast, foolproof design of our applicator, they were hooked," Marsh adds. "Simply stated, our applicator made tagging easier on both the rancher and the animal." CUSTOMER LOYALTY "When we began developing Z Tags' new web site in 2010, we were amazed at the satisfaction level of their customer base," recalls Steve Engle, President, Engle Creative Solutions, LLC. "Z Tags users weren't just happy with the performance of their tags, they were downright ecstatic. During my 30-year career in agri-marketing, I can't recall a greater level of brand loyalty." To illustrate his point, Engle shared one of the many customer testimonials currently featured on the Z Tags web site: "I have been ranching in Wyoming and raising cattle for 40 years and have used about every ear tag made, as well as the ink for them. I have put on thousands of tags and, in my opinion, there is not an ear tag on the market as good as Z Tags. They have superior retention. Ease of application is the best on the market with the breakaway tagger. And the ink will hold up to time and not fade off the tags like others do. I have been using Z Tags for ten plus years and would not even consider another ear tag." Pete Thompson --- Big Piney, WY "SATISFACTION" How do you say "customer satisfaction" without falling back on those worn-out words? "That was the challenge we faced when developing our award-winning entry," Engle recalled. "One day, the lyrics to 'Home on the Range' popped into my head, especially the line 'where seldom is heard a discouraging word.' It seemed to be the perfect set-up line, so we used it to lead into a subhead that read 'Must be a Z Tags user ' and the rest, as they say, is history." Engle Creative Services presented the concept to Z Tags and the response was overwhelming. "We fell in love with the idea the first time we saw it," Marsh reports. "The headline and visuals really captured the essence of our brand while communicating the notion of customer satisfaction in a totally new and unique way." Z Tags and Engle Creative Solutions knew they had a winner on their hands when the ad drew rave reviews from magazine publishers and cattlemen alike. "Tim O'Byrne, Publisher, Working Ranch magazine, called to compliment us on the ad," Engle says. "He felt extremely confident it would resonate with their readers, and Best of NAMA Producers' Choice Award seems to confirm his opinion." In summarizing, Marsh notes "the ad couldn't have come at a better time, as the awareness and positive response it generated will provide the momentum we need to launch some very exciting new products in the near future." AM 32 Agri Marketing June 2012 AT HOME ON THE RANGE by Steve Engle, Engle Creative Solutions, LLC 2012 PRODUCER'S CHOICE AWARD
July August 2012