Taking a Bite Out of a Big Marketing Challenge

Results 

Multi-year, multi-faceted campaign to create cohesive marketing plan 

With a strong foundation in research, Paulsen recommended that Neogen shift its messaging to focus on a “best practices” strategy, not a “best-product” strategy for its full pest control line-up. 

Paulsen outlined a multi-faceted approach to executing the GoToMarket strategy. 

First, Neogen should reevaluate how it was positioning its individual products. This approach required an awareness campaign including sales team materials. 

Building trust with influencers and gatekeepers was a key step in the GoToMarket plan. Paulsen identified key conferences for submitting speaking abstracts as well as creating a series of product trials with testimonials. 

The marketing plan would be rounded off with a robust, nationwide paid and earned media campaign to enhance awareness. Point-of-sale kiosks were recommended to help producers find the right product for their pest management technique. Paulsen also recommended that Neogen move all of its products to a single, easy-to-find, SEO-driven landing page.