The Challenge
The primary challenge was to create awareness of the new product in a market saturated with established competitors. Furthermore, achieving the sales targets was especially daunting considering the formidable reputation of existing brands in the preemergent market. The target audience, comprising busy agricultural professionals, posed an additional hurdle as they were time-poor and required targeted communication.
The Problem
- Cluttered market.
- Many existing brands in market with established reputation.
- Some products also within the client’s existing range.
Objective
- Sales targets of over $60 Million.
- Drive 8,000 goals from the website.
The Solution
- To tackle these challenges head-on, our strategy focused on leveraging impactful media solutions across multiple platforms despite having a limited budget.
- It was imperative to utilize every available channel effectively and ensure that our executions stood out and built credibility for the new product.
Implementation
Awareness
Utilising the powerful sensory appeals of sight, sound, and emotion, our television advertisements played a pivotal role in achieving significant awareness for Bayer’s new product. Strategic placement of spots in key regional markets during prime times such as News, Sports, and Weather programs ensured maximum visibility. Additionally, negotiations secured extra exposure through bonus activities, editorial features, and premium placements at no extra cost, amplifying the reach of our awareness message beyond our initial budget constraints.
Trust
Recognizing the importance of credibility and trust within the agricultural community, we strategically targeted specialist print titles that farmers rely on for reliable news and product information. Understanding the pivotal role of agronomists in guiding farmers’ product choices, we inserted a comprehensive four-page Loose Insert, including trial data, into the respected publication The Australian Agronomist, further solidifying trust in Bayer’s new offering.
Time
We capitalized on optimal moments in farmers’ daily media consumption routines to ensure maximum impact. For instance, securing first and last ad slots during regional TV breaks and strategically placing advertisements within high-traffic editorial content pages in print publications allowed us to capture farmers’ attention during their most engaged moments, maximizing our message’s effectiveness.
Unique
To stand out in a cluttered market, we employed unique ad sizes and placements within farming titles that hadn’t been utilized before, capturing farmers’ attention and reinforcing Bayer’s commitment to innovation and differentiation.
Technologically Superior
Digital was a key contributor to the campaign with Multi’s AI system applied the entire Google Suite of products to drive goal and conversion performance.
The Results
Sales targets exceeded expectations by over 30%
Goal performance overdelivered by 57%!!
The product was established in market and was considered a market leader well before the forecasted timeline.
By leveraging impactful media solutions across multiple platforms and adopting a strategic approach focused on targeted communication and compelling content creation, we successfully overcame the challenges posed by a cluttered market. The launch of the new product not only met but exceeded the client’s expectations, demonstrating the power of innovative marketing strategies even in the face of formidable competition.