Agrium Advanced Technologies — a leading manufacturer and marketer of slow and controlled-release fertilizers — developed an innovative, new season fertilizer technology, ultimately creating a new category within the market. Agrium turned to Elevation Marketing for marketing the launch of this new product.
A multi channel marketing strategy to support the education of landscape contractors on the overall economic, efficiency and environmental values of the new fertilizer.
The multi channel marketing campaign included product demonstrations targeting landscape professionals, supplemented by direct mail pieces, free trial programs and customer satisfaction surveys.
More than 300 landscapers received product samples with a product survey email invitation. Results from the trial program determined brand and positioning of the product to the lawn care market.
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