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Agrimarketing : June 2008
June 2008 ¦ AgriMarketing 41 tant that we were able to cite the ben- efits of each comprehensively. To raise awareness of the cate- gory, Fleishman-Hillard worked with Dow AgroSciences to develop the Omega-9 Oils brand platform, which served as the basis for all future communications. The name “Omega-9 Oils” was chosen for its ability to communicate the key benefits of the oil, which are based largely on the fatty acid profile of more than 70% “heart-healthy” monounsaturated (omega-9) fat. It is this fatty acid that provides the basis for the benefits, including taste, health, and cost-effectiveness. In addition, the Omega-9 moniker provided the umbrella cate- gory reference under which the four brands could thrive, while also lever- aging the increasing knowledge of omega-3 and -6 fatty acids into expo- sure around omega-9 and the oils’ health benefits. This Omega-9 Oils platform and its associated trustmark would be used to communicate the new cate- gory of oils through marketing and sales materials, within allied indus- try communications, and on oil part- ner label packaging. In developing objectives for a program that would reach the target market of key decision-makers with information about Omega-9 Oils, it was important to always consider the primary marketing goal for Dow AgroSciences, which was an increase in Omega-9 Oils sales. To achieve this goal, three commu- nications objectives were outlined to raise awareness and create demand: • Generate trade and business media coverage for the new Omega-9 Oils category, • Reach key decision-makers through strategic industry event participation/partnerships; and, • Stimulate visits to the new Omega- 9 Oils Web site through its devel- opment, launch, and inclusion in associated materials. PENETRATING A TARGETED AUDIENCE The integrated approach executed by the Fleishman-Hillard team used a variety of tactics to support each of the outlined objectives, and allowed for penetration into the targeted audience. Unveil Omega-9 Oils Category. Distributed information about Omega-9 Oils through internal and external communications vehicles, including www.Omega-9Oils.com, news releases, fact sheets, sales mate- rials, and other collateral pieces. Key messaging throughout all materials focused on Taste, Health, Performance (Cost-Effectiveness), and Availability. Omega-9Oils.com Launch. Coopera- tively developed the framework and copy used within www.Omega-9 Oils. com. The new site offered an outlet to educate key opinion leaders, nutri- tionists, oil partners, and targeted customers about the benefits of Omega-9 Oils. Collaboration with third-party groups, including canolainfo.com and the American Dietetic Association (ADA) , allowed for links to their Web sites. Industry Communications. Partici- pated in and sponsored major foodservice trade shows and events, communicating the benefits of Omega-9 Oils and offering the opportunity to engage a captive audience in search of new and innovative products. Industry Advisory Panel (IAP). Utilized the expertise, industry con- tacts, and support of IAP members, organized to provide counsel regard- ing opportunities and challenges in the marketplace. Members met to discuss trends in the industry, barri- ers to foodservice operator conver- sion, highlights of the past year’s marketing successes, and ways to create demand for Omega-9 Oils. IAP members represented all areas of foodservice, including healthcare, college and university, K-12 education, a large chain, and a regional chain Co-Marketing. Co-promoted prod- ucts with oil partners through trade show partnership, customer conver- sion training, sales support materials and direct communication cam- paigns targeting markets with pend- ing trans fat legislation Media Outreach. Conducted aggres- sive media outreach around oil cus- tomer testimonials, maximizing awareness of Omega-9 Oils through select trade and business press, while also taking advantage of publi- cation editorial calendars INTEGRATED SUCCESS ACHIEVED Ultimately, the success of the pro- gram was proven by the results secured, each of which applied directly to business objectives and surpassed the goals outlined at the initiation of the campaign. Through aggressive media rela- tions outreach to trade and business media, Fleishman-Hillard secured more than 75 million audience impressions for the new Omega-9 Oils category. This included cover- age in key outlets, such as three Associated Press articles, The Wall Street Journal, The New York Times, Flavor & the Menu, Food Product Design, and Food Business News, reaching restaurant decision-makers more than 26 times each. Fleishman- Hillard also created, designed, and delivered the advertising campaign, with 21 placements and 4.5 million impressions in high-profile restau- rant trade publications. Additionally, through strategic event participation, partnerships, sponsorships, presentations, and net- working, more than 50,000 targeted industry influencers received key messages about Omega-9 Oils, engaging six of nine IAP members to serve as advocates through various conference presentations. And finally, through the develop- ment, launch and promotion of the www.Omega-9Oils.com Web site, the site secured more than 32,000 visits in the following 11 months of 2007. AM
July August 2008
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