combining ideas and people to move brands forward august 2, 2012
TRANSCRIPT
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COMBINING IDEAS AND PEOPLE TO MOVE BRANDS FORWARD
AUGUST 2, 2012
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Like the unique combinations of chocolates,
we leverage unique combinations of
ideas, capabilities, experience
and smart people
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The sweet spot
KNOWLEDGE
CR
EA
TIV
ITY
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The sweet spot
Unimaginative?
Always. Unconventional?
Never
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Finding the sweet spot
Many of the world’s most respected brands have trusted us to create and
guide their initiatives
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Finding the sweet spot
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Launching new technologies
Mission Melons
Biotech Squash
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Finding your sweet spot
• Make more noise!• Communicate with end users• Implement an aggressive pull strategy• More closely align company and products
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FOSTERA™ PCV:A PRODUCT LAUNCH BEYOND THE BOTTLE
KOL Support
Grassroots Interaction
Unique Creative
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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.
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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
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Visualizing high standards
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Digital tool – Premier sales resource
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Influencers critical to success
• Eblast
• Direct Mailer
• On-demand presentation
• Veterinarian conference
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Public relations to demonstrate high standards
• Honoring Pork Caregivers awards program
Recognized those people working in the barns who consistently reach for higher standards
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50 nominations
Five winners received $1,000 and trip to New York City and were honored at a
Leadership Luncheon
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• 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
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World Pork Expo
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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
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PORK COMMUNITY :BRINGING CONTENT, EXPERTISE AND VETERINARIANS TOGETHER FOR A WINNING COMBINATION
White papersWebcasts
Disease information
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Pork Community
KOLs
Events – Webcasts
Closed Discussion
ForumLive Chats
Reference Library
Disease / Condition
Production Phase
Innovative Pork Solutions
Product Information
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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
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Pork Community content
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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
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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
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KRUGER SEEDS: WHAT DO SEED AND ORANGE ICE CREAM HAVE IN COMMON?
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Take a tried and true brand to a new level
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Make an emotional connection Year 2
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Make an emotional connection Year 2
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• 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
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Positioning for the futureYear 3
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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.
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New Look
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“A line outside our tent.”
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Online presence
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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
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CONNECTING WITH AUDIENCES WHERE THEY LIVE
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Events
Field Moms Tour
Iowa Corn Indy 250
Case IH Craig Morgan Tour
Illinois Soybean at Nascar
DaBURGER at theBears Games
McDonalds Moms
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WHAT CAN WE DO FOR YOU?
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Your priorities
• Make more noise!• Communicate with end users• Implement an aggressive pull strategy• More closely align company and products
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What we do
Strategic
Planning
Brand
Strategy
Corporate
Social
Responsibility
Public
Relations
IssuesManagement
Media
ServicesEvents
Social
Media
Collate
ral
Digital
Advertising
IMC
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M&M: Uniquely qualified
KNOWLEDGE
CR
EA
TIV
ITY
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THANK YOU