The Challenge

Channel does not have an existing database of prospects they can communicate with and convert into customers. In an industry where brand’s lose loyalty year over year, the need for acquisition has never been stronger.

The Audience

Channel is a brand that speaks to corn farmers who keep innovation and impact top of mind. Growers like them take on risk in exchange for groundbreaking results, and feel they’re in a constant gamble to overcome environmental adversity.

The Insight

When it comes to betting on yourself, knowledge is power.

Our audience may be farmers, but their mentality is no different than a hedge fund manager on Wall Street. They are self-starters who put their chips on themselves season after season. Having inside information directly from the industry’s top innovator can radically alter their returns and alter their path towards success.

The Solution

With Farm Journal being the standard for staying abreast of change within the industry, we formed a strategic partnership in order to connect with our shared audience of ambitious risk-takers. And to honor Farm Journal’s trustworthiness, we gathered research on our parent brand’s groundbreaking performance in treating Corn Rootworm, our audience’s most pervasive threat. 

The Tactic

By using Farm Journal as a “trojan horse” to reach our audience, we offered exclusive insights on eliminating a pest that infamously costs the industry over $1B to treat annually. By asking for their information in exchange, we were able to introduce them to the Channel brand and familiarize them with our products so that in-field Seedsmen could later convert them into believers.