Heritage Seeds

4646 VT3 Introductory Campaign

Objectives

  • Introduce Heritage Seeds’ genetically superior hybrid line-up, positioning Agent 4646 VT3 as their #1 secret weapon and top performer for securing higher yields the 2007-2008 growing season
  • Encourage growers to diversify their crops by planting three or more of these top performing hybrids
  • Give growers an incentive to stop by the Heritage Seeds booth at the Farm Progress Show.

Target Audience

  • Growers throughout IL and IN that are in the market for high-performing, genetically proven hybrids that are bred to perform in their specific fields

Implementation

  • Custom Hybrid “Agent” Icons
  • Billboards
  • Newspaper Advertising
  • Three-dimensional Mailers
  • Direct Mail Postcard
  • Trade Show Graphics

Results

  • Heritage Seeds received many positive comments on the Secret Agent Campaign from growers and competitors. The 4646 VT3 icon left a lasting impression with many of their customers, helping establish Heritage Seeds as a major ASI seed supplier and creating an overall positive brand impression.
  • 450 visitors registered at the Farm Progress Show and over 180 prizes were awarded at the 2007 Farm Progress Show. Heritage Seeds dealers also had lunch with 410 growers at the Show.
  • For the 2008 growing season, 89.1% of Triple sales belonged to the top 6 agents and made up 67.4% of the year’s total sales.
  • The 4646 campaign continued for the 2008-2009 growing season, introducing more VT3 agents (the Heritage Seeds’ “Secret Six”) that complement Agent 4646 VT3. 82.9% of the Triple sales for 2009 belonged to the top 6 agents and made up 80.2% of the year’s total sales.
  • Overall sales also increased with corn up 8% in 2007 over 2006 and another 17% in 2008. Soybean sales for 2008 also saw a significant increase with sales up 24% over 2007 numbers.


 

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