digital influencers network - .net framework
TRANSCRIPT
Digital Influencers Network Purina Brand Plans10/9/2018
Today’s Discussion
Each of the 3 Species---Dairy; Cattle; SwineShare the following 3 Slidesa) 2018 Remaining Activityb) 2019 Marketing Plansc) Potential new products
• Total 2019 Calendar
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Dairy Business Activity
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2018: Remaining Dairy Marketing Activities
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Purina Media What When Who
EventsWorld Dairy Expo,
North American International Livestock Exposition (NAILE), and National Association of Farm Broadcasters
October and November Exhibitors and Farm Broadcasters
No Two Herds are Alike CampaignAdvertising, brochures, digital content,
Ambassador HerdsThroughout Q4 and into
2019 National Campaign
We Care for Calves Facebook Page Relevant and timely awareness of Purina® and LAND O LAKES® products 2-3 times/week 16,000+ fans
AMPLI-CALF® Benefit Messaging Reinforce the benefits of AMPLI-CALF starting on day 1. Throughout Q4 and into 2019 All regions
HERDSMART® eNewsletter Provide relevant, educational content to producers Monthly Herdsmart® eNewslettersubscribers
2019: Dairy Marketing Activities
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Cam
paig
ns b
y Q
uart
er
Q1 Q2 Q3 Q4
Content FocusDairy Ambassador Herds
AMPLI-CALF
Dairy Ambassador Herds
AMPLI-CALFDairy Ambassador
Herds Dairy Ambassador Herds
Events
Leading Dairy Producers Conference
DairyXchange
Central Plains Dairy Expo
VIP events
Dairy Calf & Heifer Association
World Milk Day/June Dairy Month
American Association of Bovine Practitioners
World Dairy Expo
North American International Livestock
Exposition
Trade Promotions Spring Contract Fall Contract
Alw
ays
On
Tact
ics
Goal Frequency Distribution
We Care for Calves Facebook
Generate greater awareness of Land O’Lakes Animal Milk Products and Purina
expertise and product solutions2-3 posts/week
Facebook.com/WeCareForCalves
16,000+ fans
Monthly HERDSMART®
eNewsletter Provide timely management tips and ideas Monthly Email
Proof Pays Trial ProgramMove producers from “consideration”
phase to “trial” phase on young animal products
Always on Collect data by product and region
No Two Herds Are Alike Campaign
Emphasize Purina as the trusted source for dairy management and feeding solutions Always on Digital/ Print/ Purinadairy.com
2019: New Products & Innovations in Dairy
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Calf milk replacer: promoting new products that support gut health
Utilize existing adult cow technologies in new ways
AMPLI-CALF® starter - streamline offering and align value proposition
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Customer Community Update for Dairy
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No Two Herds Are Alike | We want to ensure you have every TOOL at your fingertips
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Calculators- ROI
Tools- Path to Pounds
FAQs- Proof Pays
Guides- Autofeeders- Feeding Programs
Educational Modules
Dairy Toolbox | have every TOOL at your fingertips
Technical Training Module 1 5 steps to assess current production and set goalsTechnical Training Module 2 Finding more pounds from fresh cowsTechnical Training Module 3 Improving nutrition can help increase production efficiencyTechnical Training Module 4 Helping calves and heifers reach their genetic potentialTechnical Training Module 5 Evaluating adult cow water quality to help keep cows on a path to greatnessTechnical Training Module 6 Feeding/ Forage (including silage inoculants)Technical Training Module 7 Animal Observations
New! Fall 2018
CATTLE BRAND ACTIVITY
10Influencer Network
2018: Remaining Cattle Marketing Activities
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Purina Media What When Who
PreCon Newspaper Celebrates PreCon’s 50th birthday through stories
October Mailed to CheckPoint distribution list
Breeding Campaign It’s All About the Numbers: Advertising, brochures, digital content
Throughout Q4 and into 2019 National Campaign
Facebook Relevant and timely awareness of Purina products
2-3 times/week 37,000+ fans
Management Tips Provide timely management tips and ideas October, November, December Email
CheckPoint Provide relevant, educational content to producers
November Personalized for customer and sent to customer’s list of producers (Business
Builder)
2019: Cattle Marketing Activities
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2019
Cam
paig
ns b
y Q
uart
erQ1 Q2 Q3 Q4
Content Focus Breeding Campaign
Mineral
Breeding Campaign
Fly Control Mineral
Breeding Campaign
Calf Health
High Fat Supplementation
Breeding Campaign
Calf Health
High Fat Supplementation
Events NCBA
Mineral Meetings
Starter Meetings
Trade Promotions Spring Mineral Promotion Tub & Block Contracting
Fall Mineral Promotion
Alw
ays
On
Tact
ics
Purina Media Goal Frequency Distribution
CheckPoint Newsletter Provide relevant, educational content to producers
Quarterly Personalized for customer and sent to customer’s list of producers (Business
Builder)
Facebook Generate greater awareness of Purina cattle expertise and product solutions
2-3 posts/week Facebook.com/PurinaCattle
37,000+ fans
Monthly eTips Provide timely management tips and ideas Monthly Email
Proof Pays Trial Program Move producers from “consideration” phase to “trial” phase on value-add minerals and
supplements
Always on Collect data by product and region
New Products & Innovations in Cattle
• Expand proprietary fat technologies to other product forms based on the success of the Accuration® Hi-Fat Block
• Add a calf health play in starter products
• Enhancements to fly control mineral
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Example Social Media Post
Worried about hay supply?Take steps to conserve what you have. Store hay indoors, if possible, to reduce your risk for wetness and mold. If you have both indoor and outdoor stored hay, use the outdoor hay first to minimize the loss of nutrients over time and curb dry matter loss. Cattle hay feeders can also minimize loss.Get more stored forage tips: https://bit.ly/2m2IOvQ[Coop Customization)
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SWINE BRAND ACTIVITIES
15Influencers Network
2018 Q4 Swine Marketing Activities
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Activity What When Who
Dewormer Promotion $30 off per ton of Nature’s Match Dewormer
October 15 - December 14, 2018 Dealers
Progress to Profit Campaign that utilizes digital, print, and video to communicate feed solutions
across all life stages
Throughout Q4 and into 2019 National Campaign
Facebook Relevant and timely awareness of Purina products
1 time/week 10,000+ fans
Management Tips Provide timely management tips and ideas October, November, December Email
November Regional Seminar
Grow/Finish seminar in Okoboji, Iowa to highlight expertise and provide guidance
November 13, 2018 Prospects and customers
2019 Swine Marketing Activities
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2019
C
ampa
igns
by
Qua
rter
Q1 Q2 Q3 Q4
Content Focus Grow/Finish Starters Starters Sows
Events Regional Seminar World Pork Expo August VIP in St. Louis Regional Seminar
Trade Promotions Nature’s Match EcoCare Incentive ??? Young Animal Incentives
Alw
ays
On
Tact
ics Purina Media Goal Frequency Distribution
Facebook Generate greater awareness of Purina cattle expertise and product solutions
1 post/week Facebook.com/PurinaPigs
10,000+ fans
Monthly Communications Provide timely management tips and ideas Monthly Email
Feed Greatness Trial Program
Move pig owners from “consideration” phase to “trial” phase on Nature’s Match
Always on Nationwide
Swine New Products & Innovations
• EcoCare® relaunch with feed additive product to address larger commercial producers needs for grower diet feed additive to drive ADG, address manure management, and reduce ammonia
• UC Gel is a proprietary, patented product that doesn’t exist elsewhere in market, and we are planning an UltraCare® Gel Pouch
• Next Generation PUSH™
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2019 Content Calendar
SNAPSHOT OF ANIMAL WELLNESS & NUTRITION TOPICS AND WHEN THEY SHOULD BE SHARED
ANIMAL JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Dairy Transition Cow ManagementDairy Heat Stress/Fly Control PrepDairy Program FeedingDairy Cold Stress/Seasonal Transition
Swine Repeat Feed Intake in the NurserySwine Minimizing Sow Heat StressSwine Manure ManagementSwine Increasing Early Nursery Feed Intake
Cattle Wind and Rain Storm Mineral
Cattle Fly Control
Cattle Breeding/Hi-Fat
Cattle Breeding/All Seasons Program
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Thank You!
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Appendix
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Customer Community
Where do I find the Login location | bottom of Purinamills.com website page
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Site Search Function
Accessing all Dairy Tools | Type into Site Search Dairy AND Toolbox