Building brand preference and driving sales among contractors
Maize silage harvesting is a familiar task for agricultural contractors, making them key decision-makers when it comes to selecting a silage additive. But how do you grab their attention during the hectic summer season - especially when your sales team lacks the capacity for face-to-face visits? Together with Volac, producer of the silage additive Ecosyl, we launched a “popping” sales campaign that delivered results.
Establishing direct contact with limited resources
How can we ensure contractors have Ecosyl silage additive in stock before the maize silage harvest begins? With limited sales capacity, it’s crucial to reach them through alternative means. Since summer is an especially busy period for contractors, the campaign had to stand out, be concise, and drive immediate action.
A practical, field-based approach
Earlier this year, Ecosyl became a partner of the CUMELA trade association. To celebrate this and raise awareness among contractors, we linked the new partnership to a sales campaign centered around one of the most important activities of the year: maize silage harvesting.
The interpretation
Making an impact at the right time
Maize silage harvest season means roaring tractors, long days, and well-earned breaks - what better reward than popcorn? A fun, on-theme treat for hardworking contracting teams. With all the heavy machinery, large clamps and intensive labour involved, we went big: 5 kilos of popcorn for each contracting company. We launched the campaign with a striking flyer in Grondig magazine, a short promotional video for social media, and direct outreach via dealers and contractor advisors. This ensured maximum reach and visibility.
The result
Creating goodwill and a memorable point of contact
With the “Popping in the Maize” campaign, Ecosyl engaged contractors in a sympathetic and light-hearted way. The response was overwhelmingly positive, and the campaign successfully stimulated early orders of the silage additive. Delivering the popcorn bales created a memorable contact moment - one that sparked conversation and offered a relaxed opportunity to discuss the benefits of using silage additives. A well-timed and effective campaign that strengthened brand preference and trust.
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