Farming Industry Conference

Understanding the challenge
Operating in an agricultural market place that is changing dramatically in the face of a new post CAP reform support regime, British Seed Houses (BSH) has recognised an opportunity to reinforce its position as the market leader across the spectrum of forage crops.

The challenge is to bring together disparate product areas, such as grass and clover, forage maize, and brassicas, under a single coherent positioning that is timely and topical for farmers and distributors, and is sustainable over the medium to long term.

Agreeing the approach
Working alongside BSH unit directors, the ABC team developed a campaign that included a keynote industry conference called “Forage 365”.

The conference was promoted alongside the strap line “Cutting costs through year round forage systems” and was designed to strike a chord with a livestock industry gearing itself to life after subsidies.

Forage 365 was integrated into on-going campaigns that were already running in support of grass & clover, forage maize and brassica fodder crop seed varieties.

Delivery
The inaugural Forage 365 conference presented 8 industry leading speakers to a sell-out audience of 100 delegates just fours months after conception.

Pre-event promotion included:

• Targeted direct mailing of the conference programme.
• Direct communication through key opinion forming groups.
• Bespoke Forage 365 website.
• Extensive press relations underpinned by Farmers Guardian as a committed media partner.

Additional support materials included:

• Venue signage.
• Delegate folder and information packs.
• 6-page A4 conference newsletter.

Follow-up activity included:

• On-going press relations.
• On-going integration with stand-alone product campaigns.
• Maintenance of Forage 365 website.
• Management of delegate database.

Direct client feedback on this case study can be arranged by contacting Matt Mellor at ABC.