Want to make interactive content? It’s easy in Genially!

Over 30 million people build interactive content in Genially.

Check out what others have designed:

Transcript

MARCOM FY24 HIGHLIGHTS

Turkiye

Iberica

Italy

France

India

Vietnam

Thailand

Export

Mexico

ChileArgentina

Brazil

Australia

USA

HM.CLAUSE IBERICA

PEPPER INTEGRATED CAMPAIGN

PEPPER INTEGRATED CAMPAIGN

PEPPER CAMPAIGN BUILDER AND KPIs

MARCOM INVESTMENT FY24 : 72K€

+ info

SALES FY24 :

TOTAL FY24 MARCOM BUDGET INVEST

19,88%

Strategic StepsROI / KPI and First Feedback

10.851K€ (+900k€ sales target)

IBERICA

PEPPER INTEGRATED CAMPAIGN

PHOTOS AND ADVERTISING

Sueldo Agricola Promotion in resellers point of sales

Technical information made for ROJO and AMARILLO Peppers

Social Media

Billboards

Field Days

IBERICA

HM.CLAUSE TÜRKIYE

BAHMAN INTEGRATED CAMPAIGN

BAHMAN INTEGRATED CAMPAIGN

BAHMAN CUCUMBER CAMPAIGN BUILDER AND KPIs

Soup Day at Kumluca Wholesale market event

+ info

Branding in Konaklı and Kumluca + Goodies (Hats)

FB promoted post during sales period

FY24 MARCOM Invest

Social Media Reels Video

Around 2500 unique reach

12% of the FY24 MARCOM budget

100K reach / 7,5K engagement

Objectives & MARCOM actions

675 KS sales done

800 People Attended

TURKIYE

BAHMAN INTEGRATED CAMPAIGN

BAHMAN CUCUMBER CAMPAIGN PHOTOS

BAHMAN BRANDING

BAHMAN BILLBOARD

KUMLUC WHOLESALE MARKET

IFTHAR ORGANIZATION

HM.CLAUSE Italy

FENNEL INTEGRATED CAMPAIGN

ToBRFV INTEGRATED CAMPAIGN

MACFRUT FAIR 2024

FENNEL INTEGRATED CAMPAIGN

MARCOM INVESTMENT FY24 : 13 K€ (50% global range, 50% NPI)

TOTAL FY24 MARCOM BUDGET INVESTED

+ info

SALES TARGET FENNEL FY24 :

% N-3 VARIETIES :

38%

Campaign funnel - Strategic StepsROI / KPI and First Feedback

7 197 K€

7.7%

ITALY

FENNEL INTEGRATED CAMPAIGN

FENNEL CAMPAIGN - Photos and adverting

Open Day VASARI F1

FENNEL Brochure

Partnership

Press advertising : Corriere Ortofrutticolo - Focus Fennel

Example of video (novelties promotion) shared on social media + customer meetings

Letter - New fennel pills

ITALY

ToBFRV INTEGRATED CAMPAIGN

ToBFRV INTEGRATED CAMPAIGN

More KPI'S

Total turnover ToBRFV range FY241 930 445 €

Turnover FLEMING F1 FY24

+ info

MARCOM INVESTMENT FY24 FRESH TOMATO FY24 (ToBRFV)

Turnover INTUITIVO F1 FY24:

1 180 445 €

Campaign ToBFRV- Strategic StepsROI / KPI and First Feedback

20 000 €

750 000 €

ITALY

Despite increasingly tough competition, after two years of launching, INTUITIVO F1 stands out as the N-3 with the highest growth potential, thanks to the strong commitment of the team. This dynamism and proximity will be a major asset in strengthening collaboration between all players (producers, growers, retailers) and in penetrating new segments.

ToBFRV INTEGRATED CAMPAIGN

PICTURES AND ADS

Posts dedicated to FLEMING F1 & INTUITIVO F1 aiming to promote their resistance to ToBFRV

1 article published on Italiafruit News with Pianeta Rosso Results1 article published on Fresh Plaza1 depliant dedicated to tomato rootstock

3 greenhouses showcases - INTUITVO F1

1 renewal of our insertion in Vittoria Market

ITALY

FY24 MACFRUT INTEGRATED CAMPAIGN

After being a success in 2022 and even more in 2023, this annual trade fair which takes place in Rimini is a reference event for professionals in the fruit and vegetable business in Italy and abroad.

WHY DO WE PARTICIPATE ?

New contacts : 33.3%

Objectives : 25 retailers reached/5new contacts Results : 20 retailers reached/6 new contacts

+ info

ITALY

KPI's

INVESTISSEMENT MARCOM FY24:26 000€% TOTAL MARCOM BUDGET INVESTED:15.48 % CA MET ALL ALONG THE FAIR: 4 385 507€

Contacts already referred : 66.7%

INVESTISSEMENT MARCOM FY24:26 000€% TOTAL MARCOM BUDGET INVESTED:15.48 % CA MET ALL ALONG THE FAIR: 4 385 507€

HM.CLAUSE France

MELON INTEGRATED CAMPAIGN

SIVAL INTEGRATED CAMPAIGN

FLOWER TRIALS 2024 - Clause Home Garden

MELON INTEGRATED CAMPAIGN

FOCUS ADS DESIGN & KPIs

% of France Marcom budget for Melon

YEE FY24

% of melon TO invested

% N-3 VARIETIES

18%

0,3%

7 025/7 125

14%

FRANCE

FY24 SIVAL INTEGRATED CAMPAIGN

It’s the only one fair which is gathering all actors of sector and biggest customers (distributors or plant raiser) with national influence (press, institutionals…).

WHY ARE WE EXHIBITOR ?

GLOBAL KPI'S

PHOENIX EMAILING CAMPAIGN

+ info

FRANCE

KPI's

WHY THIS FAIR IN PARTICULAR ?

Click on “+ infos” to find out why we wanted to be part of this 20th edition of Flower Trials as Clause Home Garden, HM Clause's brand for gardeners.

FY24 FLOWER TRIALS EVENT

KPI's

GLOBAL KPI'S

EMAILING CAMPAIGN RESULTS

+ info

FRANCE

HM.CLAUSE India

POSM and Collaterals Distribution

HIGHLIGHTS ACTIONS FY24

HM.CLAUSE India

All collaterals and POSM were distributed to the regions as per their requirements swiftly.

Team effort

Wide variety of materials

Language support

We ensured the materials were available in multiple languages to cater to the diverse linguistic needs of each region.

POSM and Collaterals Distribution

The materials included banners, demo boards, leaflets, pocket cards, pole posters, and posters.

This achievement was made possible through the collaborative effort and support of everyone involved.

Efficient distribution

Distributor engagement kits

INDIA

INDIA HIGHLIGHTS OF THE YEAR

MARCH TO MAY 24 - PICTURES HIGHLIGHTS

INDIA CATALOG FY24

BRAND PROMOTION MATERIAL ACROSS ALL LOCATIONS

SAMANVAY 2024 - Invitation + Logo + Certificates for the retailers

INDIA

HM.CLAUSE Vietnam

REGO 56 COMPANY VISIT

REGO 56 TET CAMPAIGN

DIGITAL

REGO 56 TET CAMPAIGN

Celebrate Lunar New Year (TET) and raise the awareness of our hot pepperREGO 56

108+

Participants

187+

UGC Post using #REGOVeNha

339+

142%

UGC Photos/videos using#REGOVeNha

Sales growth in FY24

VIETNAM

REGO 56 COMPANY VISIT

Bring key partners of REGO 56 in the MK2 region to the Headquarter in Cu Chi

14+

guests as nurseries, distributors, key farmers....

Positive feedback

Caring people

Nice itinerary

Great food

Friendly directors

Good product

Good accomodation

Interesting experience

VIETNAM

DIGITAL CAMPAIGN

What did Vietnam achieve digitally speaking on FY24

VIETNAM

Started investing in Zalo OA. 169 followers and 8 articles posted + broadcasted

Opened the Shopee store and started selling online! Showing some positive growth so far...

Ran Facebook Lead Ads and Product-support Ads (752+ lead generated!)

HM.CLAUSE Thailand

Facebook Digital Campaign

HM.CLAUSE Thailand

ReferencesDetails

FOLLOWERS

ENGAGEMENT

REACH

5,500 PEOPLE

926,000 PEOPLE

23,000 TIMES

KPI's

HM.CLAUSE Mexico

LIVE Launching "El Rosillo"

Data base | Smart Segmentation Program

LIVE Launching "New Generation Hot Peppers"

HM.CLAUSE Mexico

+ forecasts

205 replies to our Facebook event

Over 165 clients were joining us online during the LIVE broadcast

The "replay" reached over 500 views the same day for those who missed it.

KPI's

Introduce to the market our new tomato variety using current tools that allow us to expand our digital footprint, with content developed with a focus on the different areas of the country and its main characteristics.

OBJECTIVES

El Rosillo Tomato LIVE Launch Recap

HM.CLAUSE Mexico

We developped a program that recommends to the farmer a variety according to the region, environment, season-cycle, disease resistance & hectare.

606 potential clients registered

KPI's

Classify tomatoes into different categories, considering factors such as flavor, disease resistance, productivity, size and adaptability to different climatic conditions, in order to provide farmers with a clear set of options that fit their specific needs.

OBJECTIVES

Data Base | Smart Segmentation Program

2 campaigns developed with this data

357 varieties entered in the system, tomatoes, cucumbers & sweet peppers.

HM.CLAUSE Mexico

156 replies to our Facebook event

Over 135 clients were joining us online during the LIVE broadcast

The "replay" reached over 820 views the same day for those who missed it.

KPI's

Reinforce our positioning as a ”hot peppers company" with this new and improved generation of HM.CLAUSE hot peppers.

OBJECTIVES

LIVE Launching "New Generation Hot Peppers"

HM.CLAUSE Chile - Argentina

INTERNATIONAL ONION EVENT FY24

HM.CLAUSE Chile

Lottery

Our stand

235 leads invited to the event (one by one, through the Sales Representative) 270 + Arrive the day of the event (People without invitation showed up)

We developed a code system to measure the sales from this event in particular. (at the moment Manually) we are going to consider 3 months in forward.

9 co-sponsors

KPI's

Flyer

The onion market at the SAM level has a value of € 38,282,799 in the case of Chile € 3,465,484 and we only have 4% of the market share, which presents an important GAP and opportunity for growth.

DEFINING THE ONION MARKET

Encuentro internacional Cebollas 2024

Event cost : U$S 30.475,75.-Total incomes : U$S 12.825,8.-(Income from Co-Sponsors U$S 7.025,80.- Income from Sister Brand Hazera U$S 2.800.- Income from Sister Brand Vilmorin-Mikado U$S 3.000.-) - Event final cost : U$S 17.629,95.- - U$S 65,28.- per lead (280 leads average)- U$S 7,25.- per hour of exposure to our brands and varieties (9 hours average)

ATTENDANCE

ROI

We worked side by side with our sisters brands on this event.

+Photos

Flyer with all the varieties of onions from Hazera and Vilmorin.The main caracteristics of each one and the contact information of all the Sales Representatives from Chile and Argentina.

Our stand : with 2 leds TV to display digital content.

HM.CLAUSE Argentina

KPI's

Encuentro internacional Cebollas 2024 - PHOTOS

HM.CLAUSE Brazil

HORTITEC ANNUAL FAIR

1ST INDUSTRY TOMATO MEETING

PRODUCT LAUNCHS

FY24 HORTITEC ANNUAL FAIR

Hortitec is the biggest and most important fair for horticulture in Brazil and came to its 29th edition so far in 2024.

WHY IS IT A MAJOR EVENT IN BRAZIL ?

HORTITEC PHOTOS

+30 000 ACCOUNTS ENGAGEMENT THROUGH SOCIAL MEDIA

BRAZIL

KPI's

+6 NEW VARIETIES EXHIBITED FOR THE FIRST TIME TO CUSTOMERS

MEETINGS WITH STRATEGIC PARTNERS

MORE THAN 30.000 PARTICIPANTS78% directly related to our business

+ info

MORE THAN +400 LEADS GENERATED THROUGH NEW RESEARCH SOFTWARE

STRATEGIC STEPS

FY24 HORTITEC ANNUAL FAIR

BRAZIL

FY24 HORTITEC ANNUAL FAIR

BRAZIL

FY24 HORTITEC ANNUAL FAIR

BRAZIL

FY24 HORTITEC ANNUAL FAIR

PICTURES GALLERY

BRAZIL

1ST INDUSTRY TOMATO MEETING

GOT 70% RESPONSES TO THE SATISFACTION RESEARCH

PHOTOS

MAXIMIZED THE KNOWLEDGE ABOUT OUR BRAND AND PRODUCTS THROUGH EXCLUSIVE CONTENT

SPECIALIST ON THE TOPIC HIDED FOR OCCASION

For the first time, wereunited special guests, clients and partners to share experiences at the segment, to present HMC more closely, to set brand positioning and strength relationship with customers.

GENERATED R$300K IN PROCESS TOMATO BUSINESS

BRAZIL

1ST INDUSTRY TOMATO MEETING

PICTURES GALLERY

BRAZIL

PRODUCT LAUNCHS

Campaign contribute to reach 32K€ in Sales

Campaign contribute to reach 126K€ in Sales

Campaign contribute to reach 59K€ in Sales

Campaign contribute to reach 143€ in Sales

Campaign contribute to reach 95K€ in Sales

HMC 46 1878 Melon

Tijuca Pepper

Giga Tomato

Marineer Watermelon

Joelino Onion

BRAZIL

HM.CLAUSE Australia

LOCKYER VALLEY EXPO 2024

PROTECTED CROPPING BOOKLET

LOCKYER VALLEY EXPO 2024

The Lockyer Valley Growers Expo took place on June 14-15. This event, held every three years, provided an opportunity for all Australian vegetable seed companies to showcase their best genetic offerings to the market. Our team had a chance to meet with our customers from different regions, WA, NSW, Victoria, & local growers

AN OPPORTUNITY TO CONNECT WITH OUR CUSTOMERS

PHOENIX - EMAIL CAMPAIGN

COLLATERALS

24PP A5 Booklet

Promo

Banner signage

Stake Labels

AUSTRALIA

KPI's

Protected Cropping Booklet

In collaboration with HAZ, aligning to our strategy objectives for gaining market share in the high value protected cropping market, we developed a booklet included in the PCA Event gift bag but also for hand delivery by our TSR's to key growers across Australia. As this market consists of many smaller, foreign growers, this is a good way to introduce our offerings.

AUSTRALIA

HM.CLAUSE Export

Roeselare Exhibition

HM.CLAUSE Export - Roeselare Exhibition

Exhibition in Roeselare takes place every 2 years in Belgium. This year, we shared the stand with Hazera and used this platform to promote our cauliflowers and squash varieties.

4 750 VISITORS

Roeselare Exhibition

+ novelties

3 NEW INTRODUCTIONS We displayed leaflets of new varieties : NEMESIS, VASARIand a video of ICEROKWe also introducted those varieties

We shared ours with Hazera

KPI's

MORE THAN 300 STANDS

HM.CLAUSE USA

COLUMN CAMPAIGN

ELEANORCAMPAIGN

HM.CLAUSE USA

COLUMN PROCESSING CORN CAMPAIGN

Total MARCOM investment

10 717 $

Goodies & Print

HM.CLAUSE USA

COLUMN PROCESSING CORN CAMPAIGN

Techsheet

Hat & Product logo

Catalog ad

HM.CLAUSE USA

ELEANOR WATERMELON CAMPAIGN

Total MARCOM investment

30 845 $

Pianeta Rosso: +5 000€

Webinar Myfruit: +1 600 €

750 000€

1 180 445 €

Turnover INTUITIVO F1 FY24

Turnover FLEMING F1 FY24

1 930 445 €

Total turnover ToBRFV range FY24

20 000 €*

MARCOM INVESTMENT FY24 FRESH TOMATO FY24 (ToBRFV)

11,9%

% GLOBAL MARCOM BUDGET INVESTMENT F24

WHY WE PARTICIPATE IN ITALY

MACFRUT 2024

NOTORIETY

BUSINESS

  • Provide greater visibility for HM.CLAUSE at a key horticultural industry event
  • Reinforce our leading horticultural seed positioning
  • Make HM.CLAUSE be identified as the ideal business partner for the entire chain

  • Highlight the wide range of HM.CLAUSE in many different species
  • Remind/introduce our new varieties
  • Meet and retain our strategic indirect customers (producers and traders)
  • Approach the retail industry

October 2023 Preparation meetings: Sales and promotion strategy, focus varieties, events planification, customers segmentations

LAUNCH

July 2023Last campaign closing event. Raffle Sueldo Agricola. Teasing next pepper campaign

Feb 24 – June 24 Seed sales period. MarCom activities in order to remind and clarify the competitive advantages of our catalog

Oct 23 - Feb 24 Harvest period. Time to show our producto to our customers on the field.

NEW CAMPAIGN

REMIND

SHOW

2

4

3

STRATEGIC STEPS PEPPER CAMPAIGN IBERICA

1

25 000 Visitors in 2024

  • 100% growers shippers – 68k€ (FY23)
  • 64% Coopératives and cooperators –
  • 500k€ (FY23)
  • 30% trial stations
  • 19% independant growers – 186k€ (FY23)

As you can see from this graph, most of the sales of shipped seeds (n-1) and realized this year during SIVAL concern a majority of direct customers

+ SIVAL 24 allowed us to connect with our customers, representing over 20% of FY23 TO (reference - FY24 was ongoing).

Event: Open day (INTUITIVO F1) - Objectives: 70% participationResults: 100% customer reached Social media: Relaunch of the video INTUITIVO F1 Objectives: 1000 views of the video INTUITIVO F1 Results: 2400 views

PUSH

September/October 2023 Offline: Goodies: Swiz knife (FLEMING F1) distributed to key customers (target producer/grower)Online: Social media: Post dedicated to FLEMING F1 - Results: 38% post dedicated to FLEMING F1 in september 2023 AVERAGE COVERAGE: 9655 users on a total of 6 publications

Objectives: Partnership with Pianeta Rosso (Panel test INTUITIVO F1/DOSSIMO F1 - Target Growers) + Participation to Macfrut with a booth dedicated HM.CLAUSE - Results: All KPI reachedWebsite: 1 active participation to a webinar dedicated to varieties innovation and 1 article post webinar published on Myfruit website (target retail) + 1 video interview all along the fair - Results: All KPI reachedPress: 1 article on Italiafruit News + Fresh Plaza a few days before before Macfrut (target grower) - Results: All KPI reached

APPROACHING

ATTRACT

2

5

4

3

STRATEGIC STEPS FUNNEL - ToBRFV Campaign

ATTEND

1

Event: Open day Vittoria Market Objectives: 283 customer invited on Davide Puglisi area (Vittoria) Results: 204 customers reached + 42 new contacts all along the evnet Press: Article on Fresh Plaza Objectives: 1 post event article published on Fresh Plaza Results: KPI reached

Press: 1 article published on Fresh Plaza (technical: target grower) + 1 article published on Italiafruit News(Panel test results - Pianeta Rosso, target retail) Results: All KPI reached + 1 testimonial article published on Fresh Plaza

ASSOCIATE

FY25 - 800 KS FY26 - 2500 KS

With the following Sales Targets

Alanya-Konaklı region Autumn Season (25th August – 25th September): 6000 KS Kumluca region Autumn Season: 750-1000 KS

Enter the Market that has a total market value

2

OBJECTIVES & MARCOM ACTIONSBAHMAN INTEGRATED CAMPAIGN

1

Soup Day at Kumluca Wholesale market

Ifthar Dinners (during Ramadan period) for Konaklı dealers

Branding in Konaklı at important dealers, wholesale market commissioners, entrance of villages, billboards.

Branding in Kumluca at important dealers, wholesale market commissioners, nurseries.

Social Media Reels Video

Goodies: Hats

GREENHOUSE CUCUMBER BAHMAN F1- OBJECTIVES

MARCOM ACTIONS

HMC Sales + Forecast (US '000)

WHAT IS IT ?

HORTITEC ANNUAL FAIR

MORE THAN 500 COMPANIES

MORE THAN 30 000 VISITORS

29TH EDITION IN 2024

KNOWLEDGE

BUSINESS

Allow participants to learn about newsin the sector, update contacts and conduct business.

The fair stands out as an important pointfor exchanging knowledge in the horticulturalsector.

HM.CLAUSE BRAZIL has an excellent spot in the fair bringing the highlighted products for the brazilian market and the new products that will be launched during FY25 : Stony Tomato, Luigi Tomato, Phar Lap Broccolis, etc.

+ VIDEO (CAN'T SHOW IT HERE UNFORTUNATELY)

  • 3% : AVAL - Supermarket purchasing center
  • 50% : National distributors
  • 13% : Regional distributors
  • 7% : Prescriber - Test lounge - Influencer
  • 27% : Seedling growers

78 CONTACTS WITH PHOENIX VISIT REPORT

30 ACCOUNTS IDENTIFIED

17% OF CUSTOMERS FROM THE NETHERLANDS MET

1 IMPORTANT CENTRAL PURCHASING FROM UK MET - PROSPECTION

50 FLOWER RANGE BROCHURE DISTRIBUTED

The email had a 62% open rate with 249 unique opens.

Number of reach break down by month

Number of engagement* break down by month

*Engagement includes the reactions, comments, shares

Open day VASARI F1 - July 2023: 70 producers/growers invited VS 50 producers/growers reached

Depliant:600 fennel brochure distributed to fennel producers/growers in all Center-South areas Press:Two articles published on Fresh Plaza (Relauch novelties PALLADIO F1 + PISANO F1)

CONSOLIDATE

LAUNCH

Letter new fennel pills - June 2023: Email sent to all fennel producers/growers/plant growers (Total number request - waiting for precision, more than 100 confirmed by Antonio)

Event: 1 customer meeting 80 producers/growers invited VS 50 producers/growers reachedSocial media: Engagement: 500 (average estimated) VS 1651 (average results)2000 view of the video of PALLADIO F1 estimated vs 2139 views (results)Website: Blog article in the top 3 of most popular page in Italy all along the month of publication

PUSH

INFORM

6

7

2

5

4

3

STRATEGIC STEPS FUNNEL + KPIs

30 producers/growers invited VS 19 producers/growers reached

PROVE

REAFFIRM

1

Event: 1 partnership: Giornata Nazionale del Finocchio (November 2023)1 article + 1 press advertising on Corriere Ortofrutticolo (November 2023) Press:1 article on Fresh Plaza: Customer testimonial - novelty BERNINI F1 (end of october + teasing Giornata Nazionale del Finocchio)

3 customer meetings - the last one 100% dedicated to fennel80 producers/growers invited/meeting VS 68 producers/growers reached 1000 views on VASARI F1 video

ACHIEVE

Emailing segment : targeting segment : customers whose sales representative is present at SIVAL 65%: Deliverability Rate. Blocked due to duplicates, as the same contact can be associated with multiple accounts.38%: Opening rate. Note that statistics are available only after the campaign has ended.2.6%: Low click rate, partly explained by a call to action for SIVAL registration. Clients do not need this call to action to register for free.0.2%: A very low rate (<1%) indicates the target audience’s interest for information

EXPLANATION OF THE DATA

CHG : YOUR EXPERT FOR VEGETABLES & FLOWER SEEDS

FY24 FLOWER TRIALS

Key event for horticultural market

STATUTORY

Prospection particularly for Germany and Netherlands

BUSINESS

BRAND IMAGE + BUSINESS CHALLENGES

Exchange with customers

TOTAL DELIVERED

3 EMAILING CAMPAIGNS

53

UNIQUE OPENS

OPEN RATE

CLICK-THROUGH RATE

17

32%

5,66%

TOTAL DELIVERED

TOTAL DELIVERED

180

UNIQUE OPENS

OPEN RATE

CLICK-THROUGH RATE

68

38%

2,22%

37

CLICK-THROUGH RATE

21

57%

8,11%

UNIQUE OPENS

OPEN RATE

BUSINESS GOAL

SIVAL'S CHALLENGE

Usually very few prospecting, because it’s a lot of small growers, who are managed by distributors. BUT until FY27-28 > issue to replace PRIMSEM (30/06/27)

PROSPECTING

Meeting with major accounts, with main operators (such as Rougeline)Exchanges with our competitors

BUSINESS RELATIONS

PROMOTION OF NEW& STRONG VARIETIES

According to visitor survey, 62% state that they are coming to discover new products