| The
Product |
|
Rodenticides |
| The
Need |
|
Educate
dealers and increase dealer sales |
| The
Solution |
|
Direct
mail program and cash rebate to dealer customers to stimulate
purchase, along with a display contest among dealers involving
dealer counter people taking a test to earn prizes |
| The
Result |
|
Dealer
participation in the display contest exceeded Purina's expectations;
generated 6% response to purchase offer by dealer customers
and won a National AgriMarketing Award |
| SDA
Service |
|
Channel
Marketing and Sales Building Program -- Dealer POP display contest
and consumer direct mail program |
CHANNEL
MARKETING > PURINA
MILLS 
