CAN 17 - "The Proof Is In The Harvest"
Chevron Fertilizer's Direct Mail Program

The Assignment: To create a direct mail program for one of Chevron Fertilizer's most important products, CAN 17 liquid fertilizer. Not only was the challenge to get the dealer's attention, but we wanted to create a program that would be motivating enough to increase dealer participation in co-op advertising. The Solution: 1.To get the attention of dealers who are bombarded by average looking product literature, we created the high visibility CAN-17 dealer promotion kit. Instead of the usual 9X12 envelope, ( that usually gets thrown in the trash), we sent a plain cardboard box with a miniature wooden produce crate inside. The original concept - shown here - was to do a full color brochure on top that made it look like a crate full of tomatoes but budget limitations made us scale this back to a two color piece. Inside was all the program literature and one of the series of beautiful crop specific T-shirts to be given out. These kits really got the attention of the dealers! 2.Without a program that the dealers believed in, the program wouldn't work. So we created a consumer incentive program that had the ability to motivate current customers and get the attention of new potential customers. To do this we created in-store display materials announcing free T-shirts, available in the design of "your crop" just for filling out a brief questioner. For the T-shirts we created beautiful full color illustrations and added a powerful product benefit statement.."The Proof Is In The Harvest" We also developed attractive new crop specific benefit sheets which contained key product benefits, user endorsements & testimonials and had a space on the back for the sales clerk to write helpful tips for the grower. The questioners provided Chevron with a large new data bank of information on its current and potential new customers to later be used in a revitalized direct mail program. The Results: Dealer participation in co-op advertising increased as a result of the attention- getting direct mail program. The colorful free t-shirts and crop specific benefit sheets made it easy for sales people to connect with potential customers on a personal level. The crop specific t-shirts increased brand awareness in the various growing communities.

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