Canadian Canola Growers Association (CCGA) continually seeks ways to increase farmers’ awareness about Advance Payments Program (APP); a low-cost, short-term financing program that supports the working capital needs of farm operations.
Research showed that professional consultants, agri-associations, agribusinesses, and service providers are key influencers in supporting farmers’ decisions about marketing and finance. Our goal was to expand the network of these influencers in the agriculture community to recommend the Advance Payments Program.
Ultimately, our goals with this project included the following:
6P Marketing designed a unique "Influencer Package". The influencer package took form with the concept of a classic, nostalgic red toolbox. As a conversation starter in every office, the completed kit created immediate value and took up minimal desk space, which decreased the odds of getting junked. At a time with fewer mailings, the kit brimmed with two branded coasters, a spinning wheel answering influencer-specific questions, 30 brochures and a refill card, and a plastic tray of tools with two empty spaces for the previously delivered teaser tools.
One distribution approach saw the whole package deployed for face-to-face encounters with potential customers or as a follow-up to a previous connection. A teaser approach addressed unknown relationships, where two mailouts arrived ahead of the main package to create anticipation and curiosity. Each came with a mysterious message card and a small tool like a wrench or pliers to complete the package arriving later on.
Since the CAMA ……award winning campaign launched over 150 kits have been distributed. Our most significant responses came from those receiving complete kits through mail or in person at events, planned presentations, and trade shows. Dropping a toolbox off to one key influencer often resulted in colleagues requesting additional kits to support their work.
The toolkit influencer campaign had a multiplier effect, which helped to create a team of advocates for the program. Ten of the kits were distributed to ten different influencers, all of whom worked for different organizations, resulting in requests for ten virtual and in-person presentations. Ultimately, we connected with over 500 individual experts.
While we don’t have data to support whether farmer knowledge was increased, our research targeted new customers, showing that 25% learned about the APP from a trusted advisor. More information in the hands of over 500 people who play an advisory role to farmers will have an impact.
The result: a sizeable jump in new customers; more than 10% of customers in the first six months are new to CCGA. Additionally, several hundred have returned after not using the program for over 5 years.
The Influencer Package successfully engaged CCGA’s audience, fostering conversations around the APP and providing influencers with all the tools they needed to recommend the program. The creative approach captured attention, strengthened relationships, and helped amplify CCGA’s messaging.
