Issuu on Google+


CASE STUDY

MIDAS速 SOIL FUMIGANT Tactic: Brand Positioning CHALLENGE: Methyl bromide is the current standard for strawberry growers, but is being phased out due to Montreal Protocol. Current alternatives have issues that make them less desirable than methyl bromide. INSIGHT: Have to be careful not to come across to industry as though MIDAS is contributing to the methyl bromide phase out. SOLUTION: Subtly position MIDAS against the standard and, by doing so, infer superiority to other alternatives. RESULTS: Feedback from Trical and grower meetings have been positive. Public perceptions and regulatory setbacks continue to cause concern for growers.

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CASE STUDY

MIDAS SOIL FUMIGANT Tactic: Relationship Marketing CHALLENGE: The primary audience for MIDAS is made up of an extremely targeted group of growers, distributors and industry influencers. INSIGHT: Mass communication is not appropriate means for communication to targeted audience. SOLUTION: Work directly with distributors to set up launch meetings and develop initial grower mailing list for delivery of MIDAS launch packets. RESULTS: Full cooperation of primary soil fumigant distributor/applicator who has traditionally been strong methyl bromide supporter. Coordination with distributor to set up one-on-one and small group grower meetings.

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CASE STUDY

MIDAS SOIL FUMIGANT Tactic: MIDAS Toolbox CHALLENGE: Due to regulatory requirements, it is essential that the latest stewardship documents and forms are easily accessible to MIDAS primary audiences (but inaccessible to audiences who may use it for unintended purposes). INSIGHT: Primary audiences and geographies have a need to access different information. SOLUTION: Develop an online one-stop shop for all things related to MIDAS allowing regular access to the latest regulatory information (as well as MIDAS positioning materials). RESULTS: See next page

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Arysta LifeScience Google An

For M

Date Range: January 1

PERFORMANCE  EVEREST  2.0  

ber  of  visits   ber  of  unique  vistors   ime  on  site  

1,908 744 7:17

TOP  PAGES  VISITED   Home Courses Verify  Profile MIDAS  Brochure Learning  Tools Labels  &  MSDS  

4,833 1,268 600 282 252 182

TOP  GEOGRAPHICAL  REGIONS Region   Visits California Missouri Florida North  Carolina Louisiana Arizona Pennsylvania

FIC  SOURCES   1,761 40 10 11

rganic)

Fri,  Apr  22  -­‐  Ne

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nalytics Website Traffic Report

MIDAS

1, 2011 to May 24, 2011

S   930 394 65 59 20 20 18

WEBSITE PERFORMANCE

Avg  Time  on  Site 8:15 8:59 4:58 4:38 6:20 4:34 7:15

Total number of visits Total number of unique vistors Average Time on site

1,908 744 7:17

TOP PAGES VISITED Home Courses Verify Profile MIDAS Brochure Learning Tools Labels & MSDS

4,833 1,268 600 282 252 182

TOP GEOGRAPHICAL REGIONS Region California Missouri Florida North Carolina Louisiana Arizona Pennsylvania

Visits 930 394 65 59 20 20 18

Avg Time on Site 8:15 8:59 4:58 4:38 6:20 4:34 7:15

TOP KEYWORD SEARCH TERMS midas label midas 50 50 label midas 33:67 midas label california midas learning

ewground  Magazine   Thurs,  Apr  29-­‐  Email  Blast    

TOP TRAFFIC SOURCES Direct Google (Organic) Bing Yahoo

1,761 40 10 11


CASE STUDY

MIDAS SOIL FUMIGANT Tactic: MIDAS E-Learning (Learning Tools & Course) CHALLENGE: The fumigant market and application requirements for MIDAS are complex. INSIGHT: Stewardship for MIDAS is a mandatory, not a value add. MIDAS has set the standard for stewardship in the fumigant market. SOLUTION: Provide an educational platform with the ability to serve a two-fold purpose:

1 ) stewardship/regulatory

2) positioning/promotional

RESULTS: See next page

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Arysta LifeScience E-Learning Report For MIDAS

MIDAS QUALIFIED APPLICATOR COURSE*

MIDAS CALIFORNIA LEARNING TOOL

MIDAS SOUTHEAST LEARNING TOOL

Eastern - Completed

24

Completed

7

Completed

36

Western - Completed

95

Eastern - In Progress

5

In Progress

6

In Progress

0

Western - In Progress

23

* Individual user reports available at wwwmidastools.com (for assigned members)

Response Rate

4.33%

Response Rate

21.60%


MIDAS TIMING CHART MIDAS 2010/2011 TACTICS

2010 DECEMBER

JANUARY

California Strawberry Brochure California Strawberry Video California Sales Presentation MIDAS Toolbox Merchandiser Stewardship Merchandiser Distributor Launch Meetings Distributor Follow-up - Pitch Books County Regulator Mailing Cooperator Mailing Grower Mailing MIDAS California Learning Tool #1 MIDAS Qualified Applicator Course MIDAS Print Advertising - CA only MIDAS Toolbox & Stewardship Updates

11

Trical - 1/21

FEBRUARY


2011 MARCH

APRIL

MAY

JUNE

JULY

AUGUST


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