Multi-Channel Campaign Helps Producers
Producers Hybrids, a seed company, sells its products in eight Midwestern states. In business since 1987, Producers Hybrids is becoming one of the top 15 seed companies in the U.S. Preparing to exhibit at four farm tradeshows, in different locations, from late July to early September 2010, this client’s goal was to drive farmers who were past customers to their booth, along with prospects, and ultimately engage them to order corn seed from Producers Hybrids. In the process of communicating with their customers and prospects, they also solicited email addresses and cell phone numbers for future communications.
Producers Hybrids utilized Curtis 1000 to increase their trade show traffic and sales by engaging attendees prior to the show through a combination of direct mail and eMarketing efforts. Their data list, compiled by each of their district sales managers, was segmented into prospects and current customers. The first contact piece, self-generated, was a mailing with a Producers Hybrids logoed baseball cap. Curtis 1000 then timed a custom CreatiFont™ postcard mailing with personalized URLs (PURLs) to remind the attendees to visit the Producers Hybrids booth just prior to each show. The front of the postcard used a background image of dirt, specific to the regions, with each recipient’s name spelled out in corn seed. Each mailing was segmented into the two groups: prospects and customers.
The PURLs, which were highlighted on the back of each postcard, drove the recipients to a personalized landing page, welcoming them and promoting Producers Hybrids products through text and an animated glider. In addition, there was a link to sign up for a free Producers Hybrids pocket knife, produced by Curtis 1000. The link took the recipient to a second landing page, where they could register by submitting their contact information and details regarding their farming and seed needs. This led them to a thankyou page with a unique confirmation code, enabling them to pick up their pocket knife at the show, and a link to sign up for free market updates. Also, carried throughout the PURL was a button to “Tell a Friend.”
The postcard mailing and PURL were updated for each show location, changing regional copy, including a customer testimonial, and images to match each show location. In addition, the PURL was set to send a lead trigger email to the sales managers of Producers Hybrids after each recipient completed their information on the PURL.
In the past, with competition from the big tractors and farm equipment, Producers Hybrids had difficulty attracting show attendees. This year, however, Producers Hybrids had great booth traffic and feedback from the attendees on the pre-show communication. The PURL returned a unique visit rate of more than 9% with a 100% completion rate from the 98% of visitors who continued beyond the welcome page.