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Agrimarketing : May 2008
REAPING WHAT YOU SOW From the journey’s beginning in Harsewinkel, Germany in January 2007 to its finale poised for Lause’s arrival at AGRITECHNICA in Hanover, Germany 300 days later, the campaign brought great success on a number of levels. More than $45,000 was raised for the Gardens for Life program, an amount that will go far in poverty- stricken Lesotho. But beyond meet- ing the goals of providing this humanitarian aid and fulfilling the dream of a young man from Germany, CLAAS was able to glean some important gains as well. T.C. Truesdell , North American Marketing Coordinator explains, “The Tractor World Tour started out as support for an excellent idea that came from a CLAAS enthusiast, not as a public relations campaign initi- ated within CLAAS. Our goal in this campaign was to give back, to con- tribute to a cause that was very important. But in the end, it pre- sented opportunities for the com- pany to create awareness not only of the CLAAS brand, but also the com- pany’s core identity.” As an international market leader in the production and design of har- vesting equipment, CLAAS is keenly aware of its connection to agriculture and its vital role in everyday life. This is the basis of the CLAAS mis- sion as a company — on a global level, working as a partner in agri- culture to develop and produce the tools producers need to farm effi- ciently. Supporting the Tractor World Tour and the CARE Gardens for Life program gave CLAAS the opportu- nity to demonstrate this aspect of its identity on a more micro level — to give children in Lesotho the educa- tion on cultivation and harvesting of crops they need to produce life-sus- taining food. CLAAS identifies itself as a com- pany dedicated to thinking beyond traditional limits and addressing problems with fresh solutions and this was also front and center in the campaign. “Within CLAAS, our identity is usually about applying technology to increasing yields and efficiencies for producers,” Truesdell says. “But at its core it is about applying innov- ative thinking and creativity to solve current and future problems. This campaign went to the core of who CLAAS is in a very real, personal way. This is our corporate philoso- phy, our customer philosophy and our global philosophy. Our markets are spread across the globe and are diverse. The producers’ needs we meet with our products are varied from market to market. “But in the end, it is this spirit of thinking outside the box and explor- ing new ways of meeting challenges that unites all we do at CLAAS. Working with Matthias Lause and CARE on this very worthwhile cam- paign gave us the opportunity to reiterate that message.” AM May 2008 ¦ AgriMarketing 53 Remember running to the mailbox, anticipating what the day might bring? That sense of excitement and curiosity is still there. At home and at work, people still watch for the mail to arrive. That’s why mail surveys thrive! They get through the clutter and are opened. And when you work with someone who knows mail surveys like we do, they get response. The next time you need a mail survey, or wonder if it might be a good method for your project, let us know. Readex Research and mail surveys. We work together. Call 800.873.2339 or visit www.readexresearch.com Mail Surveys...They Still Work
May 2008 Supplement
Canadian Agribusiness Employer Guide 08