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Opening doors with brand buzz.

Article Excerpt
Meet Dan, the Answer Plot Man, a bold little fellow who can be found on computer desks, collectible shelves and other places of honor in the homes of some 21,000 growers across the country.

He's also the new sidekick of CROPLAN GENETICS seed expert agronomists. While Dan can't quite manage the phone by himself, he's been amazingly adept at opening doors for his sales force buddies.

Dan arrived at his new homes as part of a CROPLAN GENETICS seed marketing program that included a series of mailings to a targeted grower audience. At first glance, the program featuring Dan might appear to be just another direct mail project. But the buzz created by this new CROPLAN GENETICS brand icon tells the real story.

"This effort has created at least ten times the response in customer calls and sales force activity over any other marketing program we've done in the past," says Laura Heiden, CROPLAN GENETICS Seed Mktg Mgr for the Western Region. "Our goal is to differentiate ourselves in the marketplace with our diverse genetics and agronomic expertise. This program was the best jump-start we could have had to reach that goal."

PLOTTING STRATEGY

Colle+McVoy, an integrated marketing communications agency located in Minneapolis, MN, worked with its client, CROPLAN GENETICS seed, a brand of Land...

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