The campaign was created by Crossbow Group, Westport, Conn., and debuted in March. It is aimed at vertical markets including golf, agriculture and professional lawn care, and includes print, online, direct mail and trade show support. The budget was undisclosed.
“The goal of the campaign was to double sales in all of these vertical markets,” said Jay Bower, president-CEO of Crossbow Group.
“In the agriculture market in particular, Converted Organics sells a lot of organic fertilizer on the West Coast. They wanted to build a database of leads on the East Coast.”
The campaign, while having a consistent look and feel across all three markets, honed in on specific products and offers for each vertical segment.
“In the ag market, the incentive was a free crop trial report,” Bower said. “The stakes for these larger farmers is huge. If they use a product and it doesn't work, they lose an entire growing season. So we offered free crop trial results, written by a professor at Cornell University.”
Converted Organics ran print ads in publications including Ag Professional, Golf Course Management, Golf Course Industry, Lawn & Landscape, Sports Turf and Western Farm Press. The ads featured headlines such as “We grow great grass,” “What a nut” and “50% less fungicide required.”
In addition to print ads, e-mail and direct mail, the campaign included social media and text messages.
“We built a YouTube channel for Converted Organics and created a video series starring their chief scientist, who talked about specific topics,” Bower said. “We also used Twitter to drive people to the website or YouTube, or offer specific commentary around buzzwords.”
So far the campaign has exceeded results, more than doubling sales in all three vertical markets, Bower said. Ads will continue to run through the rest of the year.