Grower Testimonial Campaign
There is lots of competition in the automated irrigation market by other irrigation pivot manufacturers, and technology companies, where all players make the same claims. This stiff competition leads to confusion among growers, making them think that all remote irrigation controllers perform similarly. FieldNET needed to differentiate in a crowded market.
- Conducted ad hoc interviews with a variety of growers throughout the country to uncover buying decision insights
- Created persona profiles based on primary audience clusters
- Learned there is a subset of high achieving, highly competitive “power growers” that other growers look to for recommendations.
- Utilized a testimonial campaign strategy featuring power growers from key geographic areas as the influencer with an understated mantra, Be the grower other growers want to be like with messaging focused on how FieldNET had helped them save valuable time
- Developed multiple testimonial print and banner ads in select industry publications linking to individual grower video testimonials on the FieldNET website and YouTube page, along with trade show signage.
FieldNET website stats compared from September 2013 to September 2014 – the first month of the campaign – greatly increased in key Google Analytics measures. Users increased 217% and average session duration increased by 174%.
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