When done well, direct mail can be an effective AgTech marketing strategy. As a wheat breeder, LCS sells certified seed through a network of seed dealers, not directly to growers — so its farmer-facing messaging needs to direct them to their nearest dealer.
Toolbox crafted a direct mail campaign to support the LCS sales team and incentivize growers. We segmented a list of qualified farmers by 30+ seed dealers. Then we sent a series of variable-data postcards prominently displaying the dealer name and contact info. The postcard offered growers some sweet LCS schwag just for calling their dealer.
The calls poured in, the schwag went out and the dealers closed a ton of sales, selling out two LCS varieties entirely.