ILLUSTRIA
Pro Farm Group is a leading supplier of biological crop solutions in North America. Based in Davis, CA, ProFarm produces fertilizers, fungicides, and insecticides for specialty crop and row crop farmers that are looking for ways to increase efficacy and reduce environmental footprint. With sales hovering around $25M, ProFarm was focused on growing sales outside the organic sector and expanding into the conventional market.
Pro Farm Group acquired a fertilizer technology in 2019 and needed a strong yet savvy (read: low-budget) marketing plan for the new product launch in the California and Pacific Northwest market in August 2024. The technology was complicated and nuanced to explain in a competitive market. ProFarm needed a marketing plan that would provide technical education, a simple and clear value proposition, a strong brand presence and multiple opportunities to generate interested leads into the customer relationship management program.
We created a highly targeted, integrated marketing plan that focused on education, brand awareness and lead generation using the following tactics:
Over the first five months of the campaign, from August through December 2024, Pro Farm Group was able to go from, “Client A is our number one target” to securing a meeting with the top target customer by the end of October. This is the process the target customer experienced during the brand launch:
In early August, the target customer saw a brief social media mention on LinkedIn of a salesperson being hired at Pro Farm Group. This salesperson was someone the target customer knew from past work experience. No action was taken by the target customer.
In late August, the target customer read a technical article about the product in a targeted publication and decided to call the salesperson and learn more.
In early September, ProFarm hosted a webinar where they were able to share, in detail, the new technology and provided a customer testimonial. The webinar was recorded and shared with the target customer.
In mid-October, a meeting was set at the request of the target customer.
Plans are in place for the customer to test the product for the upcoming crop year.
