PURINA ANIMAL NUTRITIONElite Dealer Paid Search Program
Purina Animal Nutrition’s Business Builder program is offered to certified expert dealers (CEDs), or top Purina dealers across the country to support their local marketing efforts. This co-op marketing program has historically provided dealers with traditional tactics such as point-of-sale displays, premium items for customers and outdoor creative. However, at the time, Purina was seeking to complement this program with efforts to drive warm leads to dealers by either calling the store or visiting store locations. Purina primarily targeted their Elite CEDs, keeping in mind that CEDs are in rural communities and have to be targeted with their limited marketing dollars.
For Purina’s Elite CEDs, FLM Harvest developed a digital campaign that allowed for hyper-local targeting and could be easily scaled. This digital program allowed us to collaborate with CEDs to establish target audiences, species-specific creative for the various feed brands and define geographic parameters and budgets.
In 2017, we launched a geo-targeted pilot featuring a dynamic display populated with local dealer logos and livestock specialist information on a landing page. In addition to these banners, paid search leveraging lead generation extensions drove users to a campaign landing page featuring local dealer information.
Purina’s goals for the campaign were phone calls to dealers and to track traffic to dealers’ dynamic landing pages. Given these goals, FLM Harvest developed a measurement framework to track the KPI of cost-per-call and cost-per-click by dealer. Geotargeting allowed us to deliver content, either via mobile or web, using geographic location information about targeted individuals. Location information provided local dealer logos, phone numbers and drive to store directions for each participating dealer location.
The success of this campaign progressed into 2018 and 2019. We continued to test and modify the paid search ad copy, and FLM Harvest has partnered with as many as 50 CEDs. In addition to 3,000 paid search clicks, participating dealers received more than 1,200 calls in 2018 as a direct result of paid search and our campaign landing page for an annual campaign spend less than $25,000 for all participating dealers.
Due to the increased phone calls, completed web forms and in-store traffic, dealers were able to secure new customers. Howard Hoffman, a feed expert from ProVision Partners, noted that this program allowed his team to successfully execute on their cross-sell program and secure a new customer relationship in agronomy that originally was a smaller dairy operation customer. Most importantly, participating CEDs are thrilled to be spending less than $2,500 of paid media annually to generate qualified leads.