MARCOM FY24 HIGHLIGHT
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Created on July 9, 2024
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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