BASF – Custom content
Engaging growers through ongoing educational content.
The project achieved exactly what BASF wanted, as illustrated by the fact they have repeated it annually since 2010 with new content every year.
As BASF increased its focus on the ornamental horticulture industry, they wanted to create a high-visibility marketing piece to catch growers’ attention. The piece had two goals: to demonstrate its technical expertise and understanding of greenhouse production and to engage growers through educational information.
BASF’s marketing team worked with the sales team at Greenhouse Grower to conceptualize a multi-media effort to accomplish their goals and provide maximum visibility. The result was a series of three, eight-page custom inserts produced by our custom content team. The pieces appeared in consecutive issues of Greenhouse Grower® magazine.
From the list we proposed, BASF chose technical, production-oriented topics. They also provided background information or interview sources for some articles. Our custom content team conducted the interviews, wrote the articles, and designed the layouts. To maximize the marketing value of this content, we posted each of the stories to GreenhouseGrower.com as a BASF-sponsored native ad page. We also created and sent three custom email blasts to push this content out to the 5,000 largest greenhouse operations in the country. In addition, we bundled all of the content together into a 20-page, four-color brochure that BASF personnel could hand out to clients and at tradeshows.