Agricultural marketing services incentivise NFU's group staff

CLIENT: NFU

SECTOR: Agriculture

SCOPE: Leaflets | Email Campaign | Promotion Packs

The national Farmers Union (NFU) commissioned GWCM's agricultural marketing services in order to take their membership service to a new level. The scheme incentivised the NFU sales team to deliver a better-targeted service to its current and prospective members.

Our creatives brought the idea of ‘IAN’ the farmer to life. ‘IAN’ is an acronym for the three key areas the membership team should focus on, namely Income, Area, and Numbers. Using the acronym helped to make the key objectives easily memorable.

The idea was translated into a suite of multi-channel communications including direct mail leaflets, flyers, and resources contained within a sales ’toolbox’. These resources made the information such as activities, sales targets, and rewards, accessible and understandable.
To follow up on the physical packs, reminder emails were sent out to the sales team in order to keep the momentum going and drive sales. The campaign received an 82% open rate on email marketing and over 500 IAN packs were distributed across the group's national offices.

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