Case Studies
Jones and Thomas Develops Integrated Marketing Campaign to Launch DICKEY-john Handheld Moisture Tester--Doubling Sales Forecast
DICKEY-john
mini GAC®
Situation:
In 2007, DICKEY-john was poised to introduce the mini GAC®, a handheld moisture tester that was far superior to any comparable product on the market. It did, however, carry a premium price. The integrated campaign that would launch this product followed a two-year branding effort that had reinvigorated and strengthened the overall DICKEY-john brand.
Primary Goal:
Create immediate demand and sales for the mini GAC.
Marketing Solution:
Specific elements behind the introduction of the mini GAC included:
- A strong advertising effort aimed at large-acreage farmers throughout North America.
- A media relations effort with the major trade publications. This effort resulted in significant editorial coverage about the new product.
- The development of a targeted direct mail piece to be sent out to 1,000-plus acre farmers. Wheat farmers were targeted in April, while the mailing to corn and soybean farmers was sent in July. Both mailings included $50 rebate offers.
- A complementary mailing piece was produced for participating distributors. These distributors then mailed the pieces to their customers.
After the initial product launch, a video on the mini GAC was produced for use on the web site.
Results:
The success of the campaign can be measured by the sales results, which doubled the sales forecast. In fact, the manufacturing plant needed to add a shift to keep up with production.
Highlights
Introduce DICKEY-john's premium-priced mini GAC moisture tester.
Jones and Thomas targeted large-acreage farmers through advertising, direct mail, and a $50 rebate offer.
A mini GAC video was developed for the web after the product launch.
DICKEY-john sold twice as many mini GACs as expected.
Services
Creative strategy and planning, campaign development, direct mail campaigns, audio/video production, media negotiation and placement