Turning non-users into users: letting farmers experience the benefits
How do you develop the market for a product that is in the mature phase of its product life cycle? AgriCommunicatie developed a marketing concept for the teat sealer OrbeSeal for the Dutch animal health company Zoetis. With a clear proposition that fits in with a KPI that is important among professional stakeholders (dairy farmers and veterinarians). The business-to-business concept is a mix of ambassador, experience and content strategy. Personal contact with animal health professionals, meetings and an online guidance tool are combined with lead nurturing and printing materials to strengthen the role of the veterinarian as an ambassador. A story with a strong content, with the veterinarian in the lead role and Zoetis as facilitator. The result: the market position is strengthened and the number of satisfied users is growing.
Ambassador strategy, experience strategy, content strategy
Marketing communication strategy, veterinary communication