A comprehensive marketing communications campaign has a lot of moving parts. And for all those pieces to work together successfully, they have to stay consistent with each other and fundamentally true to who the client is at their core.
Our “what’s inside” campaign for Dairyland Seed is an excellent example. In everything from rich media ads to radio to the annual product guide, the campaign reminds the target audience—current customers who grow corn, soybeans and alfalfa in the upper Midwest—of what most already know: Dairyland Seed is a company that truly cares about them and their continued success.
Brand campaign development, digital strategy
After one month of a planned eight-month campaign, the click-through rate for our rich media ads was .12% compared to .09% after one month of the previous year’s campaign.
Dairyland Seed team members are the company’s most valuable and differentiating resource. They’re experienced, trusted and highly valued as a resource. Our campaign raises awareness of all the tangible benefits they provide within their specific areas of expertise. For example, ads for individual seed categories feature a profile image of the Dairyland Seed leader accompanied by a testimonial account of how that individual helped a farmer (or multiple farmers) succeed.
“There are no shortage of marketing campaigns out there. It’s exciting to be part of one that truly listened to stakeholders and delivered in a meaningful way for the target audience.”
Research shows that rich media ads have more engagement—measured in click-through rates—than many alternatives. To compete effectively in the highly competitive seed sales environment, we implemented a rich media ad strategy that aligned with our overall campaign by featuring profiles of team leads, targeted messaging and a distinct call to action.
In an industry overloaded with data-intense materials, we made sure specific features within the annual product guide were truly useful by distributing a survey to Dairyland Seed sales managers and other sales staff. The survey provided insight into how the guide was being used and helped determine which of several cover options would be most eye-catching. A second survey actually allowed district sales managers to vote on their favorite cover and inside spread options.