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The LG Seeds BIG campaign was created as a simple, attention-getting and flexible platform.
This messaging was applied to:
- Print ads to be visually interesting while portraying the exclusive genetics message
- A Seed Guide with customer testimonials allowing customers to tell the genetics and yield story
- Billboards to portray “high yields” in a quick, succinct manner
- TV commercial and radio spot for national recognition
- Three-part direct mail to existing customers to promote yield results, product advantages and early-order savings
- A two-part prospect communication: part one was a cutting board, yield information and incentive to contact local salespeople; part two was a high-end knife set hand-delivered by a salesperson to personally engage with the prospect.
While these items were created with a national scope in mind, they can be adjusted to contain a more regional message.
The BIG campaign was a big success. The end of 2011 showed …
- A 21% increase in LG Seeds sales.
- A complete sellout of several products.
- That LG Seeds is retaining customers gained through process and has risen from No. 20 to within the top 10 seed manufacturers in the U.S.
2012 B2 Award winner: The campaign received an Award of Excellence from the Business Marketing Association under the division: Marketers – Marketing, Brand and Communications Strategy – Integrated Marketing Communications Strategy.