COMBINING IDEAS AND PEOPLE TO MOVE BRANDS FORWARD
AUGUST 2, 2012
Like the unique combinations of chocolates,
we leverage unique combinations of
ideas, capabilities, experience
and smart people
The sweet spot
KNOWLEDGE
CR
EA
TIV
ITY
The sweet spot
Unimaginative?
Always. Unconventional?
Never
Finding the sweet spot
Many of the world’s most respected brands have trusted us to create and
guide their initiatives
Finding the sweet spot
Launching new technologies
Mission Melons
Biotech Squash
Finding your sweet spot
• Make more noise!• Communicate with end users• Implement an aggressive pull strategy• More closely align company and products
FOSTERA™ PCV:A PRODUCT LAUNCH BEYOND THE BOTTLE
KOL Support
Grassroots Interaction
Unique Creative
High standards beyond the bottle
• What do you do when you are third to market and don’t have a significant differential advantage?
• You think beyond the bottle.
High standards beyond the bottle
• Introduced Fostera PCV using a platform of high standards – product benefits, people, processes and services– Driven by PAH field reps– Supported by KOLs– Validated by producers and veterinarians– Promoted through unique creative approach
Visualizing high standards
Digital tool – Premier sales resource
Influencers critical to success
• Eblast
• Direct Mailer
• On-demand presentation
• Veterinarian conference
Public relations to demonstrate high standards
• Honoring Pork Caregivers awards program
Recognized those people working in the barns who consistently reach for higher standards
50 nominations
Five winners received $1,000 and trip to New York City and were honored at a
Leadership Luncheon
• Winners were highlighted:– Print ad in National Hog
Farmer– Direct mailer to producers
and veterinarians– Eblast and banner ads– Salutetoproducers.com– Group and individual media
releases– World Pork Expo
World Pork Expo
Results
• 90% open rate for initial veterinarian eblast; 62% for the reminder eblast
• 16% of swine veterinarians completed the on-demand presentation– Offered for two months, program donated $3,400 to 14 colleges
of veterinary medicine
• 75% of key pork media contacts opened release– Articles appeared in all major pork publications
• 1,025 unique users and 3,812 page views to website• 17 print and online articles generated about
Caregivers winners
PORK COMMUNITY :BRINGING CONTENT, EXPERTISE AND VETERINARIANS TOGETHER FOR A WINNING COMBINATION
White papersWebcasts
Disease information
Pork Community
KOLs
Events – Webcasts
Closed Discussion
ForumLive Chats
Reference Library
Disease / Condition
Production Phase
Innovative Pork Solutions
Product Information
Veterinarian input
• Surveyed veterinarians to determine – What they wanted to know– When they wanted to know it– How they wanted to know it
• Continue to seek input to enhance customer experience
Pork Community content
Promoting Pork Community
• Participation encouraged through:– Eblast to AASV list to
enroll– Reminder emails
promoting upcoming webcasts
– Banner ads in AASV E-newsletter
– PAH field rep involvement
Results
• Within two months, more than 20% of swine veterinarians have registered and are active on Pork Community
• 40% viewed the first webcast• 50% viewed the second• 3 KOLs educated Community via webcasts and
Q&As
KRUGER SEEDS: WHAT DO SEED AND ORANGE ICE CREAM HAVE IN COMMON?
Take a tried and true brand to a new level
Make an emotional connection Year 2
Make an emotional connection Year 2
• University Champions positioning highly regarded by customers and dealers
• DSM group most skeptical about UC sustainability and importance
• Kruger enjoys a strong soybean reputation, but corn negatives are greater than expected
• Dealers and customers speak highly about the quality of service and communication with Kruger staff, reps, dealers
Year 3 Positioning for the future
Positioning for the futureYear 3
First class seed. First name service.
“The fact that Kruger wins year after year in university trials is what sold me on their products from the get-go. They’re not afraid to put their seed up against the competition”
- Greg Tople
Aberdeen, S.D.
“Kruger does more than supply great seed. They provide resources, from the Web site to test plot results, so I can select the best seed for my acres and put the newest technologies to work on my farm”
- Jerry Graber
Marion, S.D.
New Look
“A line outside our tent.”
Online presence
Results
• Internal – and dealer – enthusiasm high• 70% of seed orders placed via
KrugerConnection in first year• 2,000 new visitors and 25,000 page views each
month to website• Outbound emails have a 20 to 40% open rate
CONNECTING WITH AUDIENCES WHERE THEY LIVE
Events
Field Moms Tour
Iowa Corn Indy 250
Case IH Craig Morgan Tour
Illinois Soybean at Nascar
DaBURGER at theBears Games
McDonalds Moms
WHAT CAN WE DO FOR YOU?
Your priorities
• Make more noise!• Communicate with end users• Implement an aggressive pull strategy• More closely align company and products
What we do
Strategic
Planning
Brand
Strategy
Corporate
Social
Responsibility
Public
Relations
IssuesManagement
Media
ServicesEvents
Social
Media
Collate
ral
Digital
Advertising
IMC
M&M: Uniquely qualified
KNOWLEDGE
CR
EA
TIV
ITY
THANK YOU