Nufarm, a Chicago area company, is a manufacturer of crop protection products. In the summer of 2010 they had just launched a new product the revolutionized the way for farmers to fight fungi and other pests. Being that winter was only a couple of months away, Nufarm needed to get the world out fast.
So what did they do? They used Personalized URLs!
Nufarm developed it’s “Treat the Seed Right” campaign that used Personalized URLs (PURLs). The goal of the campaign was to identify those willing to meet with a sales representative, and ultimately generate sales.
A 4″x6″ Postcard was sent to 1,500 prospects acquired from trade journals and farm dealers. The postcards used variable data print to include the name and contact information for the Nufarm salespeson for that area. The card also included the recipient’s name, his/her Personalized URL and a $50 gift card offer.
Recipients that visited their PURL received a Nufarm hat. They were also greeted with a brief video featuring Nufarm and directed to a survey page that asked a few questions.
“We were trying to take advantage of the ‘personability’ of direct mail and the PURL to get a response,” said Brian Rund – Nufarm’s director of branding and marketing services.
Those that didn’t respond to the first mailing were sent a second, then third postcard.
- 6% of the 1,500 prospects visited their Personalized URL
- 4.5% answered the survey questions
- 60 people agreed to meet with a sales representative
Great job Nufarm on a tremendously executed PURL Campaign!