How to get a seat at 100 farmers´ tables? That was the question from Exlan Advies, a subsidiary of Royal Agrifirm. Exlan provides a wide range of services and products to help entrepreneurs with business related issues. Pretty heavy stuff. With a striking DM-campaign, JEEN made sure all pieces fell into place.
The aim of the campaign was to generate 100 leads. Leads in this case are farmers who make an appointment with an advisor from Exlan to discuss a topic relevant to their company.
The starting point of the promotion was a comic which showed every Exlan product and service in a playful and narrative way. A real eye-catcher, but not directly an incentive to request a meeting. Therefore, JEEN made a 1,000-piece jigsaw puzzle from the comic. People within the target audience received an envelope with 5 puzzle pieces. To complete the puzzle, they could make an appointment with an Exlan advisor. During the conversation they worked together on issues within their company and were presented with the exclusive box with 1,000 pieces afterwards. In addition, the advisor sat down with a product fan and Z-card in line with the comic. Important tools to support and activity the internal target audience.
To schedule the appointment, JEEN designed and built an interactive landing page where the illustration came to life. Those who preferred the traditional approach could use the classic response card. Requests poured in both online and by mail which meant that Exlan soon had to pull out all the stops to keep up with the number of leads.
”It was a dynamic project. At times quite the puzzle, partly due to the tight schedule. By switching quickly with, and by JEEN, together with a great collaboration, we were able to meet all deadlines. And achieved a great result: thanks to the campaign we could schedule 140 conversations. We will definitely continue this campaign.”
Petra Donders, projectmanager Agrifirm Exlan Advies