Marketing Campaign Development
Regain product market share in a competitive marketplace by restructuring messaging and audience approach
Promoted traffic to new product microsite to influence purchasing decisions
Influenced new prospects to share information in exchange for product content
However, as the biologicals market grew, the messaging had become stale, and it was no longer the only biofungicide on the market – in fact, the market was becoming saturated, so product differentiation was key to its comeback.
There was a need to educate prospects about the value of the product and its effectiveness to protect the whole plant. It was time to regain market share by showing audiences that the product was still around, still effective, and even more powerful than competitive brands.
Analyzed key competitive products to discover our value differentiators
Refreshed product messaging to reveal "Double the Power" for product strength
Educated prior and future customers through content assets for product awareness
Promoted via key industry publications and digital targeting to increase sales