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Agrimarketing : October 2008
2008 NAFB CONVENTION COWBOY WISDOM HITS THE AIRWAVES by Kenna Rathai, Martin|Williams Advertising Editor’s note: Here’san inside look at the Pfizer Animal Healthcampaign that swept the 2008 “Best of NAMA” radio competition. W ith dusty cowboy boots propped up on a fence, Keith VanWaardhuizen, a cattle feeder from Oskaloosa, IA, throws his head back and laughs at the memory of something he recently heard on the radio. And it’s not from a talk radio show or news. He’s laughing about an advertisement he heard. As part of a campaign for Pfizer Animal Health’s premiere antibiotic, DRAXXIN (tulathromycin) Injectable Solution, the company teamed with Martin|Williams Advertising to use radio to bring some “cowboy wis- dom” to producers. COWBOY WISDOM #1 Timing has a lot to do with the outcome of a rain dance. “Radio is a great vehicle for reaching cattlemen,” said says Dave Korbelik, DRAXXIN Marketing Manager. “Radio adds relevance to our message because cattlemen hear it while they’re working — when improving their business is at the top of mind.” In addition to reaching produc- ers when they’re most apt to connect a message to their work, radio allows companies to tailor messages geographically and provides flexibil- ity in terms of placement and timing. According to Amy Larson, Media Supervisor forMartin|Williams, Pfizer Animal Health wanted to get its messages to producers when they’re most likely making their ani- mal health product decisions. “Radio gave us immediacy for communicating with producers,” explains Larson, “and allowed us to plan a targeted schedule right down to the county.” COWBOY WISDOM #2 Never miss a good chance to shut up. The DRAXXIN campaign integrated radio with print advertising and is a finalist in the 2008 American Business Media Creative Excellence in Business Advertising (CEBA) awards. i-34 Agri Marketing ¦ October 2008 Along with the opportunity radio provides, it also presents a challenge. The message needs to break through all the clutter and producers’ adver- tising filters. “To be effective in radio advertis- ing, you need to entertain the audi- ence,” says Burke Johnson, Creative Director on the account for Martin|Williams. “They’re lis- tening to the radio for entertain- ment or information. So, just spouting product features and benefits isn’t going to make it through a producer’s advertising filter. To be effective, you need to entertain without hard selling, but still connect to your key mes- sage. That’s the hard part.” According to Johnson, effec- tive radio should create a the- ater of the mind for listeners, engaging them in a way that puts a visual in their minds. To create this theater for DRAXXIN, the team focused on the core concept surrounding the product — confidence that the product gets the job done. From there, the team took that attitude and applied it to the quintessential cowboy who gets the job done with confidence and with- out a lot of fuss. The DRAXXIN cowboy wisdom advertisements also dramatized the cowboy mystique with an original guitar track and an authentic cow- boy voice. To contrast the cowboy, a universal announcer was used so the spots could play across the country. To complete the equation and provide more detailed information to listeners, the team coordinated broad- cast interviews for the National Association of Farm Broadcasting’s (NAFB) News Service. They took the cowboy wisdom of “never miss a good chance to shut up” to heart, and conducted inter- views with Pfizer Animal Health staff veterinarians who provided valuable, practical information on animal health topics that tied back to the campaign’s core messaging. NAFB posted these interviews on its news service site for farm broadcast- ers to download. “We’re demonstrating to cus- tomers that our veterinarians are experts on animal health, not just on Pfizer Animal Health,” Korbelik says. “They are a valuable resource for cattlemen and by showcasing their expertise on the airwaves, we hopefully make a personal connec- tion with producers.” COWBOY WISDOM #3 Good cowboys are like a good hat. They just get better with age. The successful campaign also included print advertising and was extended into customized materials for the sales force. “We are leveraging the success from the first wave of this campaign and developing additional execu- tions with fresh messaging for radio advertising,” Korbeliksays. “This distinctive medium offers great value for reaching our customers where they live and work.” To listen to the DRAXXIN Cowboy Wisdom spots, go to http://www.martinwilliams.com/ showcase/PfizerAH/. AM
November December 2008