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| The
Product |
|
Corn
Seed Hybrids |
| The
Need |
|
Assess
seed rep, grower and buyer perceptions and influential marketing
factors in order to establish product marketing and operational
needs. |
| The
Solution |
|
A simple call to action -- "Complete Our Survey, Take Our
Money" promoted a $10 honorarium for all who completed
a survey. Targeting seed representatives, corn growers who are
past and present customers, as well as growers who are not currently
customers, the program included a comprehensive survey instrument,
with deployment in print, on the internet and via telephone
to non-respondents. |
| The
Result |
|
A
35% response rate was achieved among corn growers, and a 45%
response rate was achieved among dealers and retailers. The
research became the foundation for numerous marketing and communications
activities that continue today. |
| SDA
Service |
|
Marketing
research |
|
|
AGRICULTURE
> WYFFELS
HYBRIDS (1 of 2)
