0+

Growers reached with year one marketing.

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Growers signed up for 2023 season pilot.

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Months from kick off to brand launch.

What we did: Help define the message and build the essential marketing foundation.

  • 6 month marketing plan
  • Message definition
  • Starter website
  • Investor deck slides template
  • Direct emails 
  • Social marketing: LinkedIn, Twitter
  • Trade media article
  • Case study
  • Trade show booth + slides
Farmer story of smart monitoring impact

At this early stage of our business, I don’t need full-time marketing leadership so fractional CMO help is great. MI has a no-BS, methodical approach to tackle relevant marketing for startups at different stages. Unlike other marketing agencies, you’re not being sold what you actually don’t need. And the team has a comfort with continuing to listen and adapt.

Terry Sydoryk, CEO Cellar Insights
Terry Sydoryk, CEO, Cellar Insights


The challenge:
Help startup test market demand and product needs

At launch, any startup is testing assumptions about buyer needs, which technology capabilities are valuable, and overall market opportunity. Cellar Insight CEO was familiar with the early stage journey and wanted to quickly get credible, minimal marketing in place to get into conversation with more potato growers in Alberta and New Brunswick.

Cellar Insights enlisted MI to help engage commercial potato growers, learn about their needs for smart facility monitoring, and get an initial group to pilot the technology.


The solution.

First, we learned how potato growers wished to find out about new technology: through direct conversation either through visits to their farm, at industry events or via word of mouth through other growers.

We built a one-pager to support conversations, a case study with a respected grower and worked with potato industry associations to attend events and invite interest in the pilot.

A starter website and social profiles were created to be a basis of credibility for the business.


One pager put pilot pitch in a nutshell.

To support direct talks with growers, we created a one pager describing the technology, its value, and how to participate in the trial as conversation prop and leave behind. It also worked as a PDF to open doors to potato industry associations and industry experts. 

one pager to help support direct talks with growers
grower case study in industry magazine aided awareness

Grower case study in industry magazine aided awareness.

Commercial potato growers have heard a lot of hype about technology. They believe what they see working for other growers. We worked with one grower to share a case study on Cellar Insight impact in saving his crop from rot. Then we broadcast it in a trade magazine that’s read by 2,200+ Canadian potato growers.

LinkedIn kept investors and supporters apprised of progress.

Centered around industry reports on the need for better facility monitoring to prevent post-harvest crop loss and potato farmer milestones in a growing season, posts were a low effort way to keep investors, partners and community in the loop on progress.

LinkedIn kept investors and supports apprised of progress

The result: First pilot welcomed 15 growers, reputation growing.

While it takes time and multiple conversations to gain trust and consent to try new technology, the work to understand grower behaviour and perceptions up front paid off with reusable marketing materials. The sales tools built at launch only require minor modification and investment for a second season of technology sales.

The focus ahead is to expand technology usage with 30 growers and data partners for 2024/25. Marketing will support building deeper relationships in Alberta and New Brunswick with commercial potato growers, processors and facility systems providers.


0+

Growers reached with year one marketing.

0

Growers signed up for 2023 season pilot.

0

Months from kick off to brand launch.


In just a few weeks, MI leapfrogged us into having a professional presence. We had relevant marketing materials for meetings to reach further into the grower community. Our marketing also introduced our vision so investors and future partners could take notice of where we are headed with the business.

Terry Sydoryk, CEO Cellar Insights
Terry Sydoryk, CEO, Cellar Insights

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