Q: How do you keep growers loyal to your seed brand in an industry filled with copycat competitors?
A: Offer a hard-hitting value story and unique incentives that help drive yields and profits.
With aggressive competitors attempting to replicate the benefits of its VICTORY® Canola, Cargill needed to re-establish VICTORY as the leader and bolster its connections with Canadian canola growers. The goal: boost customer retention and increase contracted acres by 35%.
To maximize awareness of its new V14-1 seed, we launched the “Drone Zone Sweepstakes,” offering growers a chance to win a high-end drone to help track their crop’s health. Plus, we unveiled a series of straight-talk, profit-oriented print ads, and armed Cargill reps with powerful print collateral and an Intuvio™ interactive presentation, which allowed them to tailor messaging to individual grower needs for ultimate sales impact.
Cargill sold out all key contracts, increasing acres by 44% and doubling its customer retention goal.
We are Tartan Marketing, a B2B marketing agency that leverages strategic insights, creative intuition and digital, print and video touch points to help you push brand boundaries, create genuine customer connections and grow your bottom line.
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