Case Study

TeleSpecialist Programs

Overview

Influence in the agricultural marketplace has shifted and continues to shift throughout the seasons. Growers are not only influenced at the time of purchase from a retailer but all throughout the year in many different ways.

What is the best method by which to market to growers, and what is the desired reach? AgCall TeleSpecialist programs are all designed to broaden the reach, promote the brand message and directly influence growers.

The Challenges

  • The need to improve education and awareness, and drive demand at a grower level.
  • Utilize client CRM databases to target and influence grower segments.
  • Strengthen the brand relationship with the grower.
  • Lead generation for the distribution network to follow up on.

The Goal

The primary objectives of AgCall TeleSpecialists programs are to influence customers and increase awareness and understanding of branded products while reaching a more broad range of customer base. The objective of the brand message can vary based on education and awareness, product and price promotion, lead generation, data capture, and/or market intelligence.

Solution
  • Segment the database for targeted customer outreach and craft a program-specific brand message.
  • Develop a script and an online platform for streamlined data capture.
  • Recruit and train a team of local TeleSpecialists on the product, working from home via AgCall's online platform.
  • Assign a dedicated AgCall project manager for objective alignment, training, coaching, and overall project management.
  • Provide lead lists, summary reports, and market intelligence throughout the project.
  • Follow up with growers on the lead list using strategic email or text reminders.
  • Conduct performance audits of Associates through trained Secret Producers embedded in the call list.
  • Provide a team of Associates with excellent communication and computer skills and the ability to relate to target audience members.
  • Utilize the client’s CRM database to target a cross-section of customers that have the potential to do a significant amount of business, but are not big enough to warrant a close relationship with the sales rep.
Results

In 2014–2015, AgCall executed six TeleSpecialist projects for this client. The impact of these projects included:

  • Resolving 13,600 database records.
  • 7,900 grower conversations.
  • 8,100 brand messages delivered through the conversations.
  • 7,250 leads delivered for distributor (retailer) follow-up.
  • 9,100 database records updated or validated.
  • 3,100 reminder emails and text messages delivered.
  • An estimated value of $50.4M for leads generated (predicted lead value at 20% follow-through = $10.1M).

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