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Agrimarketing : November December 2012
has been to raise Nexera's profile within the grower community quickly and significantly," says Woloshyn. "Additionally, Nexera has a multi-layered message platform that needs to be communicated to the majority of western Canadian canola growers who have not yet grown Nexera." In recent years, the challenges have been addressed through a multi-pronged communications program including brand advertising, customer e-mail messaging, grower and retailer meetings and plot tours, prompt dissemination of yield data via the Nexera web site and e-mail, media tours, social media initiatives and grower testimonials. "We've just completed a contest, the likes of which had never been seen before in the western Canadian agricultural marketplace," adds Woloshyn. The contest, called "Keys to the Combine" was launched in September, 2011 and recently culminated in a drawing for a top-of- the-line New Holland combine valued at $331,000 (Cdn). "The contest was web-based," he explains. "To participate, growers had to have an e-mail address. Participants entered online at www.keystothecombine.ca. They then received their first contest entry, a key, and a unique PIN, which they used to get additional entries, or keys, throughout the contest period." Woloshyn comments that the key-earning activities were designed to provide valuable information on a range of topics in short, easily- manageable bits. These topics included exercises such as watching a short YouTube video with a Frito-Lay executive talking about market demand for Omega-9 Oil, reading an advertorial on the benefits of contracting canola, or visiting the Nexera product web site to review newly published yield data. "There were over 5,000 growers participating in the dialogs over 15 months," says Woloshyn. "We feel that we've certainly achieved our goal of engaging key growers in long-term and meaningful discussions about canola oil and the advantages of Nexera's Omega-9 Oil."The ultimate winner of the combine was Helen Choquette of Kelvington, SK. "We are thrilled for Helen and her family. They are hard working with an incredible commitment to the canola industry," says Woloshyn. "Not only do they grow Nexera canola, they also run a trucking company that delivers to Nexera canola channel partners Richardson, Pioneer, LDM and Bunge. And it's the end-use demand that has given everyone in the Nexera canola value chain, from growers to processors, 'healthier profits.'" DAS has also taken a novel approach to the traditional canola seed industry seed plot demonstrations, by using grower-managed commercial plots versus company-managed plots. The company believes that this shows 38 Agri Marketing November/December 2012 NEXERA HYBRID CANOLA SEED/continued from page 37
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