Deltapine, the largest cottonseed company in America, needed an online complement to its New Product Evaluator (NPE) Program, an initiative that enlists farmers to evaluate pre-commercial seed lines in large-acre plot.
The result is a well-trafficked custom landing page, designed by built by Meister Interactive, at Cotton247.com/NPE. Video “episodes” – three-minute, in-the-field vignettes spotlighting NPE growers and Deltapine representatives – are posted periodically at both the NPE microsite and on a special video “channel” at “Cotton TV,” providing content “churn” and sustaining grower interest. A map mashup pinpoints the location of all NPE field tests, and a prominent link directs grower inquiries and interest in participating in the program direct to Deltapine representatives.
Strategically crafted and placed logo/text ads in COTTON GROWER eNews showcase prominent growers and their NPE experiences and drive traffic to the microsite. Additional views are generated by banners placed throughout Cotton247.
The online initiative has been a monster in fostering awareness and interest in the NPE Program. Average view time for videos is a robust 2:40, and click-through rates for web banners average 4.7% and for enews logo/text ads 3.9% – far exceeding the industry average of .1%-.2%.