The Challenge:
Natural Resources Conservation Service (NRCS) agents are dedicated to delivering conservation solutions and have a strong influence on ranchers who battle invasive brush. We wanted to make them aware that the ERM-1466 (their herbicide “Bible”) gives Invora the highest ranking and endorsement for mesquite and huisache control.
The Approach:
A personalized mailer containing a dial that shows how long Invora controls mesquite and huisache compared to the industry standard chemical. We surrounded the dial with facts about the product and included academic papers about the original Texas A&M Invora trial data to appeal to our highly educated audience. CTAs prompted recipients to download additional information on our landing page.
The Results:
We saw a 10.3% engagement rate based on landing page traffic and achieved a 24% conversion rate based on the desired landing page actions.
Bonus: The client was so impressed with the dial that she ordered extras to distribute to sales reps and at tradeshows.
Heidi Dean Writes 