A VERSATILITY CASE STUDY
Agri-Inject is a manufacturer of fluid injection systems in Yuma, Colorado. Their innovative approach to ag tech has put them at the forefront of the fertigation and chemigation industries since 1983. They enable farmers and golf course superintendents around the world to treat crops and turf with more precision, less waste, better ROI and more control over potential environmental issues.
Overview
Agri-Inject came to us under the belief that they were working within a saturated market, and less than adequate marketing efforts. It was their belief that they had few new opportunities to reach farmers in the United States. Even though their revenue had grown year-over-year for many years, they worried that they were about to hit a plateau in growth. There was also a concern built-in to the organization that marketing agencies don’t provide value.
Our Role
Full Service Marketing
Logo
Website
PPC
Email Marketing
Social Media
Video Production
Print Ads
Graphic Design
Photography
PR
Analytics
CRM
Messaging
The Challenge
Agri-Inject came to us under the belief that they were working within a saturated market, and less than adequate marketing efforts. It was their belief that they had few new opportunities to reach farmers in the United States. Even though their revenue had grown year-over-year for many years, they worried that they were about to hit a plateau in growth. There was also a concern built-in to the organization that marketing agencies don’t provide value.
Our Strategy
Market Research
Conduct third-party market research to gauge target goals.
Campaigns
Create campaigns based on research and data.
Interview & Video
Create video testimonials featuring Agri-Inject clients from varying states with specific problems they’ve solved.
Logo & Branding
Update logo & brand styling to reflect a more contemporary company.
Website
Build a new, robust website to rival toughest competitors in market, with new look, feel and messaging.
Social Media
Create and maintain an aggressive social media content calendar
Digital Ads
Run continuous A/B testing with graphics and copy in digital ads.
Lead Generation
Generate leads through their new website.
Web Analysis & SEO
Evaluate traffic from all resources and create a plan from the data SEO-optimized to reflect the new marketing approach.
Results
Brand Awareness
To confirm/address the organizational belief that everyone in the agriculture industry was aware of the brand, we conducted initial third-party research on brand recognition and found:
Only 22.72% of respondents in the agriculture industry were familiar with the Agri-Inject brand.
Following this research, we created a two-month awareness campaign to see how much impact we could have in a short amount of time. Advertising through various digital platforms, we created and implemented a series of awareness-only campaigns. After two months, we conducted a survey on the same exact demographic and found:
30.11% of respondents are now familiar with Agri-Inject, many of whom reported knowing Agri-Inject specifically through digital advertising.
7.39%
Increase of
Brand familiarity
of Agri-Inject among agriculture
industry professionals in one year
50%
OF FINANCIAL
DECISION-MAKERS
are women for any given operation
85%
OF FARMERS
utilize YouTube and Facebook
as primary sources of information
Customer Demographic Data
To confirm/address the organizational concern that farmers don’t interact with social media or digital marketing mediums, we created several pieces of content: video, graphic design, audio ads, search ads, social media posts, blog posts and digital magazine articles. With each piece, we were able to track demographic data to see how we could better target our audience in the future. We found that:
Even though 75% of the farming audience is male, the female population comprised 50% of the financial decision-makers for any given operation.
YouTube and Facebook are the primary sources of digital information for farmers, and 85% of them use it regularly.
Beyond the Data: A Total Creative Marketing Solution
379
TASKS
875
HOURS
44+
WEBSITE PAGES
123,344
ENGAGEMENTS
through social media
104,640
PEOPLE REACHED
through digital marketing
35,900
FULL-LENGTH VIEWS
of video testimonials
With the data we were able to gather in mind, we completed over 379 tasks over 875 hours in one year as part of our efforts for rebranding, marketing collateral, web development, photography and video production.
Starting in Q3 of 2022, we were able to start generating more targeted interest in the brand, starting with the completion of a 44-page website. We were able to impact change directly through engagement: 123,344 people through social media, 104,640 people through digital advertising, and 35,900 full-length video testimonial views.
