1. 4 fundamental steps before to start a campaign
Global Marcom meeting
4 fundamental steps before to start a campaign
Lourens Kwakman, Manager Lifestart chain proposition & end user engagement GM Ruminants

2. Let me first introduce myself
44 years old
20 years online & offline marketing management experience in B2C & B2B
Strategy Director A’dam based digital marketing consultancy agency
July 2013 – May 2015 Marketing Manager Sloten BV
May 2015: Manager Chain Proposition & end user engagement Global Marketing Ruminants

3. The workprocess of today & tomorrow
3 groups FOS Pulmosure-case and 3 groups Nutriopt poultry case
Each group gets 1 USB consisting of assignment templates with explanations in which you can work in
15 minute presentations tomorrow per group judged by a professional jury!
Jury will select a winner per case and each groupmember will be awarded 

4. Casegroups Nutri-Opt 4 USB-sticks uitdelen Opdrachtslides
Ppt willeke (campaigning)
Ppt Lourens (4 steps & content mkt) 4 4

5. Casegroups FOS Pulmosure
USB-sticks uitdelen
Opdrachtslides
Ppt willeke (campaigning)
Ppt Lourens (4 steps & content mkt) 5 5

6. Jury scorecard case 6 USB-sticks uitdelen Opdrachtslides
Ppt willeke (campaigning)
Ppt Lourens (4 steps & content mkt) 6 6

7. Workshop 1 (11.30-12.15) 7 USB-sticks uitdelen Opdrachtslides
Ppt willeke (campaigning)
Ppt Lourens (4 steps & content mkt) 7 7

8. Workshop 2 (13.15–14.00) 8 USB-sticks uitdelen Opdrachtslides
Ppt willeke (campaigning)
Ppt Lourens (4 steps & content mkt) 8 8

9. Overall moderators Jac Bergman (Farm-O-San case)
Mirella van de Sant (Nutriopt case)
Lourens Kwakman (4 steps campaign structure) 9 9

10. Agenda 1 2 3 4 Step 1: smart objectives Step 2: profiling targetgroup
Step 3: value proposition 4
Step 4: setting up a campaign

11. Why first a strategic fundament?

12. Because...
…only a nice jacket
doesn’t bring a strong message!

13. Some thoughts Marketing is not to dress up and look fancy
Marketing is no empty jacket – it should offer content
Marketing supports the business – it also leads the business
Effective sales is impossible without Marketing
Effective Marketing is impossible without Sales effort
Without Marketing: no strong brand
Without Sales: no market position

14. Difference Marketing – Sales
Go to Market
Sales
Go to Customer

15. Step 0: Market information – case situation
Local market information is key before we can start with step 1
Available on USB-stick

16. Step 1: Setting SMART objectives

17. WHY?
SMART OBJECTIVES

18. Accountability M&S
Focus M&S
In order to realize successful and realistic M&S campaigns

19. Selecting market segments
Start with
Selecting market segments 19 19

20. Selecting market segments
New
Competing in current prospect CMR markets
Substitution of whole milk = xx % growth of prospect market
Markets /
Segments
40  50 kg per calf
= +20 % growth of current customer market
Bestaande markt/nieuwe productpropositie (kwadrant rechtsonder). Toepassing concept Life Start sets Life Performance gaat leiden tot verhoogd gebruik van kalvermelk onder bestaande klanten.
Nieuwe markt/bestaand product (kwadrant linksboven).Groeien tov concurrenten door betere en slimmere marktbewerking.
Nieuwe markt/nieuwe productpropositie (kwadrant rechtsboven). Concept Life Start voor nieuwe markten dat moet leiden tot nieuwe omzet in koemelksegment.
Actual
Actual
New
Product/ Value proposition

21. Select market segment
Select for your case 1 core market segment and develop sales & marketing objectives 21 21

22. Marketing & sales objectives examples
I want 10% of the total whole milk farmers > 80 cows converted to FOS Pulmosure within 12 months

23. Marketing & Sales objectives examples
I want 25% of the current FOS Colostrum customers transfer to FOS Pulmosure

24. Marketing & Sales objectives examples
50% of all new acquired customers I want to have registered on the FOS E-newsletter

25. Marketing & Sales objectives examples
I want to build the TN poultry brand awareness at C-level at the two biggest meat integrators in Germany with Nutri-Opt proposition EOY 2016.

26. Marketing & Sales objectives examples
I want to get one of the two meat poultry integrators being our new customer for Nutri-Opt EOY 2016.

27. Action 1: Setting SMART objectives

28. Step 2: Profiling your target group

29. Profiling target group
Farmer main target
audience?
Select the right farmer persona

30. Main target profiles the cow man (‘Caring’)
Mindset:
Extremely hardworking and dedicated.
Well organized and attentive to hygiene, welfare, feeding and cow comfort. His cows are the center of his attention.
Attached to his cows and has strong bonds with them, often names them.
Personalized treatment for each of his cows.
Values good farming and preserves his tradition and practices.
Overall how do I define success?
When I get good cows who produce good milk
When I am recognized for my craftmanship and the quality of my cows
When I give my all and the best that I can afford to my cows
When I enjoy what I am doing on a daily basis
When my cows are healthy and happy
When my fellow farmers confirm that my cows are top-notch
What do I need to achieve my goal?
Healthy cows – products that enhances the health and welfare of my cows
Partners that I can trust and offer support and assistance 24/7
A reliable and trustworthy partnership with a like- minded vet
Trusted animal healthcare solutions
A farming decision, support and guidance provider
Name: Phillip
Age: 40
Role: Top breeder with his champion cow on the picture. Farms together with his father a high performance herd. Seeks top consultants (e.g. Vet Nutritionist)

31. Main target profiles the Intensive farmer (‘Maximum performing’)
Mindset:
He works with methodological – structured processes. Sees himself as a smart manager more than a farmer.
He appreciates special managerial competences.
He is updated and aware about the innovation and latest technologies in animal health solutions and farming techniques.
He believes only top performers will survive – so he aims for it.
He believes in the power of knowledge
Overall how do I define success?
When I attain my production objectives
By having the highest profit on land and capital
When I get the highest production from my cows
When I get better productivity with less time and resources
When I attain the best farming standards
When my fellow farmers see my farm as the benchmark
What do I need to achieve my goal?
The latest knowledge and information about innovations in dairy farming
Data and studies proving me right
An efficient vet who knows about the latest innovations I use
Products to get the best performance from my calves & cows
When I make the right investment decisions for my farm
Name: Patrick
Age: 38
Role: New school farmer

32. Main target profiles the Business farmer (Growing)
Overall how do I define success?
When I possess the biggest farm around
When I make the good strategical decisions that will increase my business size
When my farm grows in size and I have more and more cows to manage
When my production is important enough for me to have an impact on the value chain
What do I need to achieve my goal ?
Concepts and models that enable me to focus on expansion
Protocolls which increase control of the farm processes.
Cost-effective solutions that will optimise my cows management
Support and consultancy on which products I should use to grow my cows
Mindset:
He sees himself as a business man – an entrepreneur – possessed by the drive of growing its business.
He is shrewd and proud and does not hesitate to take strategic business decisions that impacts middle and long-terms. He loves to be in control.
He relies on technical concepts and protocols and they have to function. Cows have to fit in the concepts and are replaceable.
He is willing to invest in new products or services as long as it expands his business and increase control.
Name: John
Age: 40
Role: 3rd generation farmer.

33. Profiling target group
Complex DMU
structure?

34. CEO/Investors dairy farms
DMU Pyramid example
CEO/Investors dairy farms
Purchasing manager
Herd manager
Workers (milkers, etc.)

35. Initiator Influencer User Decision maker
Decision Making Unit terrain map example
Initiator
Influencer
Herd manager
Herd manager
Worker; calf feeder
Purchasing manager
User
Decision maker
Worker; calf feeder
CEO/Investor
Purchasing manager
Worker; milker

36. Decision making unit structure
Define your main DMU
to whom we will be communicating to and setting up campaigns for
Define ‘pains & pleasures’ of your DMU

37. Action 2 Define your farmer persona or other DMU
Define pains & pleasures of your persona

38. Grid defining most important P & P and themes
DMU
Pains
Pleasures
Important themes to connect with (input campaign message)
Farmer persona
CEO/Investor
Purchasing manager

39. Step 3: value proposition

40. Value proposition An offer tailored to the end user needs which contributes to short and long term profits

41. Question: What does the farmer buy?
Just an essential oil that supports breathing and clearing of the airways?

42. A farmer gets much more! Farmers do not buy just Pulmosure
Farmers get:
Support
Knowledge (offline/online)
Convenience
Healthy calves
Better performance
Higher profits
Problem-free rearing
Working pleasure!

43. Question: What does the integrator buy?
Just a precision feeding tool?

44. An integrator gets much more!
Integrators do not buy just Nutriopt
Integrators get:
access to the latest nutritional science data and technology
tools to tailor feeding strategies to obtain the most optimal technical as economical performance.
Support to maintain competitive edge
The result:
Precise feeding  improved profitability
Reduces risk (decisions made of facts rather then assumptions)
Simplifies the decision making process (all available in one system)

45. Value proposition
Are we offering the right additional services & tools for your end user?

46. Action 3
In action 2 you have defined the pains/pleasures for your targetgroup for which solutions are needed.
Brainstorm about content/tools/services what can add value to the physical product (less the case at Nutri-Opt)

47. Value proposition: brainstorm grid
DMU
Content topics
Tools
Services
Farmer persona
CEO/Investor
Purchasing manager

48. Step 4: setting up a campaign

49. What have you done so far?

50. Selected a market segment and set objectives1
Selected a market segment and set objectives

51. Selected a farmer persona and defined explicit pains to be solved2
Selected a farmer persona and defined explicit pains to be solved

52. 3
Defined added values

53. Strategic fundamentals to set up a campaign

54. 4
Communicate!

55. 5 steps to design a crossmedia campaign for your case

56. Different kind of campaigns possible
1 Define campaign theme
Different kind of campaigns possible
Content campaign (‘Whole milk vs CMR’, ‘Colostrum’, (‘Online Profit Calculator’)
Sales campaign (discount/volume)
Event campaign (‘come to our VIP-event ‘Nutrition by the numbers’)
Branding campaign (create awareness)

57. 2 Define SMART campaign objectives
Accountable marketing!

58. 3 Define your content strategy
‘The future of
advertising is content’

59. 4 Define media channels: to reach, interact and connect with farmers

60. 5 Storytelling
Tell your campaign story and explain per buying phase (pre-purchase/purchase/(post purchase)) what content you offer to your end user via which media channel.

61. Map your campaign story
Buying phase
Content types
Media channels
Message (per channel)
Pre purchase
Purchase
Post Purchase

62. Action 4: Map your campaign story
Buying phase
Content types
Media channels
Message (per channel)
Pre purchase
Purchase
Post Purchase

63. Things to be aware of/to consider
Before buying a product/service a farmer (like a consumer) will run through a complex decision making process.
Farm advisors (Feed rep/nutritionist/vet) are very important

64. Some key learnings 5 steps Sprayfo
Excellent result in terms of online lead generation/collecting farm data & engagement
But, limited proof to make the sales conversion tangible:
Distributors were not included for sales follow up.
Marketing & salesdept Sprayfo did not dance the tango together resulting in limited focus on generated leads

65. Some key learnings TN GB PL-Lifestart sessions
Successfully engaged their distribution channel and farm influencers (vet practice meetings) with LifeStart
Some good sales success due to farm influence at point of sale by their distributors
But they could have generated more interest, leads and potentially sales if they had invested in an online lead generation campaign