REG, producer and marketer of soy biodiesel and other renewable fuels, sought to leverage the approaching harvest season with its key agricultural audiences. After analyzing available mailing lists, Innova targeted three groups, each of which shared an interest in the success of biodiesel: Iowa fuel marketers, biodiesel plant investors and ag producers. Using key messages, audience-specific mailers were created to target why each group should be buying and supporting REG’s biodiesel. The response was enhanced via prize offers (i.e., 100 gallons of free biodiesel). Return rates were strong: Investors - 25.3%; Farmers - 12.6%; Distributors - 2.8%.
