The Challenge:
Beck’s, headquartered in Atlanta, Indiana, is the largest family-owned retail seed company and third-largest seed brand in the U.S. Each summer, they host their regional Becknology™ Days, events for farmers and their families to learn more about their upcoming products and programs for the following season and what’s new world of agronomy and agricultural technology. These free, family-friendly events are held across seven regional locations throughout the Midwest and Mid-South.
This year, the Beck’s team wanted to generate a new level of excitement of Becknology™ Days early by sending out invitation kits to their customers and prospects – with seven regional events throughout the summer, their mailing list topped out with nearly 50,000 recipients. And though the team knew they wanted these experiential invitations to encourage attendance and excitement for Becknology™ Days, they were looking for guidance on executing the printed component and what promo items to include inside.
Beck’s needed a tactile marketing partner with the creativity to dream up the box contents, the vendor connections to order print promotions in huge quantities, and the logistical know-how to pack and ship all the kits, ensuring they arrived in farmer’s hands well before the events.
The Solution:
Beck’s marketing team contacted their Tactive account executive, Ryan Lambert, in early 2024 with the following project goals:
- Create a memorable unboxing experience
- Build anticipation for the events
- Make everyone feel part of the Becknology™ excitement, even if they can’t attend.
Ryan got to work developing a proposal and mock-ups that aligned with Beck’s brief and budget. Once print and promo were selected and approved, it was time to source and order the promo items, including a pair of branded sunglasses, a custom umbrella, a children’s activity book with colored pencils, and of course, Beck’s infamous microwave popcorn.
All the items were kitted in a custom, full-color 12x10x4 locking tab box. With plenty of lead time on this big project, Ryan and our purchasing team ordered the components from trusted vendors both locally and overseas.
Tactive is no stranger to shipping out dimensional direct mail, but even with our vast experience, 50,000 kits were the largest assembly and fulfillment project we’d tackled to date! Taking inspiration from the 2024 Becknology™ Days theme, Tactive was “unstoppable together” as the entire team was all-hands-on-deck to assemble the kits in record time, ensuring all the boxes landed on doorsteps before each regional event: making the farmers, their families, and (most importantly) our client very happy.
