Setting up a sales team for a successful season by providing them with some extra horsepower.
Channel® brand made the strategic decision to join forces with 10 other Bayer regional seed brands to bring farmers a deeper product portfolio and greater on-the-ground support.
Our challenge was to rally seed dealers at their annual sales event around this refreshed brand and strategy by helping them harness the change to their advantage.
We used the momentum of the brand transition to bring together dealers from different brands and rally them around a new vision.
Seedsman Ignite invites nearly 50% of SeedPros to the annual sales kickoff event as it’s the best opportunity to create a sense of shared community and to excite and motivate them for their shared future with Channel.
The event took place in Louisville, Kentucky, which inspired a Kentucky Derby theme. The excitement of a horse race was exactly the feeling we wanted to ignite within our SeedPros, sending them “off to the races” for a successful sales season.
In general, farmers are slow to trust and hard to impress. Farmers don’t want to be sold to. They know every decision they make has a ripple effect across their entire farm. When they choose a new seed brand, their livelihoods are on the line.
We knew that for a prospective farmer to consider Channel, proven performance was paramount. And we also knew our campaign needed to approach this new relationship the same way a Channel Seedsman would — with respect, integrity and some expert advice.
