1. 4 fundamental steps before to start a campaign
Global Marcom meeting
4 fundamental steps before to start a campaign
Alessandra, Fleur, Kim, Alessandro, Philip, Bart
Group name: The cough detectors
4 november 2015

2. Market segment Market segment; United Kingdom; Dairy Farmers;
Large farms > 50 cows
Currently utilizing Trouw Nutrition products
(CMR; Sprayfo/ Milkivit FOS; Reviva); 2 2

3. The Big Idea..
Combine Pulmosure with Trouw Nutrition CMR..

4. Smart objectives
Year: 1 – Increase Sprayfo/ Milkivit revenues with 5% within UK.
Year: 2 – Gain a market share of 10% of farmers using Pulmosure (or Pulmosure powered products) 4 4

5. Step 2: Profiling target group
Indicate what your target group profile is…
Caring
Maximum performing
Growing

6. Profiling target group
Only one DMU  Farmers
There are influencers though;
Veterinarians
Distributors

7. Initiator Influencer User Decision maker
Decision Making Unit terrain map example
Initiator
Influencer
Distributor,
Veterinarian,
Other Farmers – Learning from each other
Distributor, Veterinarian
User
Decision maker
Dairy Farmer
Dairy Farmer

8. Defining most important P & P and themes
DMU
Pains
Pleasures
Important themes to connect with (input campaign message)
Dairy Farmer
Sick calves = less milk yield later in life, treating calves one by one,
Pressure on reduction of antibiotics,
Less labor costs, less worries, healthier calves, more milk in milk tank
Increased productivity through healthier calves

9. Our value proposition 1. Caring
Having healthy calves by reducing antibiotic treatment
2. Maximum performing
Optimizing milk production and better performance through healthier calves*
3. Growing
Cost effective solution to optimize calf health.
*Data available at Trouw Nutrition

10. Value proposition: brainstorm grid
DMU
Content topics
Tools
Services
Caring Farmer
Healthier calves
Coughing detector Application
Sales team receives the message advising the farmer
Maximum performing
Farmer
Optimizing milk production
Sales team makes a call on the account
Growing
Providing new calf solutions to optimize health
Coughing detector Application, Calculating tool to get more milk
Sales team makes a call to schedule a visit from a technical rep

11. Our campaign story Buying phase Content types Media channels
Message (per channel)
Pre purchase
Purchase
Post Purchase
Return on investment (ROI)
Satisfaction with healthier calves
Easy to use
Feeling good about your healthy calves
Online:
Website
Click Dimensions e-blast
Video demonstrating the use of the app
Search Engine Optimization
Offline:
Technical advice
Testimonials
Word of Mouth
small investment = big results
Antibiotics used in calves have a very negative effect on the milk production in the first lactation*
You sleepier … ….. they breath easier
*Data available at Trouw Nutrition

12. Loading our Lifestart concept
Create a link between Pulmosure & Lifestart;
Increase portfolio of LifeStart concept;
Increase exposure of Lifestart within UK;

13. Pulmosure campaign site

14. Pulmosure campaign App
Multichannel marketing ;
- Link between Web & App;
Ask a sample;
Direct ordering via the App;

15. Disclaimer
Jac,
for the remaining input a consultancy fee for “the jolly coughers agency” should be expected