How do you turn a newcomer to sugar beet seed into a successful market player?
The new one sets the standard.
A brand that brings dynamism to its market. We have been working with the seed supplier Betaseed for 12 years. We have positioned the brand as a newcomer in a static B2B market, developed a differentiating (“simply different”) presence and implemented more and more measures together. From the global website, digital field days, product campaigns and country-specific social media appearances to a service app, brochures, packaging, promotions and mailings through to the customer loyalty program.
Excellent brand work, even in retrospect: Betaseed’s launch campaign wins silver in the “Evergreen” category at the GWA Effie 2020. Successfully positioned in the European market with American heritage, now a firm favourite with the agricultural target group in Germany and Europe.
Anything but cabbage and turnips.
Personalised, individual, service-focused. If you want to challenge an established market, you have to do things differently from the top dogs. This can be seen in Betaseed’s product communication: focus on the individual and unmistakable presentation of varieties in the “turnip shape”. Otherwise: a clean, unambiguous appearance that emphasises clear messages.
Seasonal campaigns with an authenticity factor.
A promotion in 2021 for selected European markets to motivate people to test Betaseed seeds. 5 countries, 150 farmers and a social media campaign with lots of moving images that successfully communicates from the participants’ own words and experiences.
Field days are going virtual.
The classic live touchpoint between brands and the agricultural target group is temporarily going digital during the pandemic. The Betaseed sales team is communicating and providing information to farmers online. The basis for this is the production of a lot of moving content in order to inform and involve as vividly as possible.
Brand ambassadors in the field.
The communication package centered around Betaseed’s Growth Experts: authentic seed experts who are available in the markets as contacts and advisors for farmers on current topics and issues. Betaseed makes consulting personal. The offer is communicated with lots of moving images and a focus on digital channels.
An online platform for all markets.
The Betaseed website, developed after the market launch in 2014, was fully launched in 2019. The markets put together their own content modules and functionalities according to their requirements; assets are developed and used centrally. Current topics and promotions use integrated landing pages. And this in 17 markets worldwide.
