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AGRIUM MULTI CHANNEL MARKETING

Product Marketing Strategy

Integrated Marketing Campaign

Agriculture Industry

Multi Channel Marketing Campaign
Multi Channel Mobile Marketing
Multi Channel Strategy
Multi Channel Marketing Campaign

Agrium Introduces New Product Category with Multi Channel Marketing Campaign

The Challenge

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.

Our Solution

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.

Awards or Wins

  • Campaign resulted in a 3x increase in revenue
  • 15% survey completion rate, nearly quadruple the average clickthrough rate for Ag industry (3.21% industry)
  • Improved customer satisfaction; 80% positive result
  • Product line was extended to the golf market
  • Launched a multi-year trial program for the municipal market to generate awareness and leads from trade shows

Read the Case Study

Download the full case study and learn how to build an infrastructure for multi channel marketing.

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