Direct Response Advertising, Sales Collateral
In some markets GrainCorp competitors were making inroads into market share. Customer Insights suggested growers weren't getting the full picture of benefits available through the GrainCorp network. To meet this challenge a creative proposition was built around the grower farm and what happens after the grain leaves their farm.
The customer pathway was driven by a Direct Response Advertising campaign intended to illustrate 'the opportunities' for growers in using the GrainCorp expertise and network. Sales Collateral was placed in rural stores and GrainCorp facilities.
A 8% increase in new growers using GrainCorp services was further enhanced by a 27% take up by existing GrainCorp growers using an additional service.