4 minute read
Message Platform
The customer message platform for the Zorvec™ active family of products is the core document for all messaging for Zorvec products. It begins with the central position of “success,” then flows down to words and phrases that best communicate that position.
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USING THE MESSAGE PLATFORM The customer insight helps us understand why the benefit/position is important to key audiences. This insight is not for external use, but to help Corteva Agriscience™ teams understand how to relate to key audiences.
Our customer research for Zorvec shows growers are compelled by maintaining or improving their business and/or improving quality of life for their families. The benefit/position is the central theme for all communications about the Zorvec family. All materials should reflect this theme.
The position for Zorvec promises success — a position that leverages our customer insight. The core message should be the focus of all communications, relevant and compelling to key audiences.
The core message for Zorvec links the promise of success with attributes found in this family of products: an unusual combination of lasting and consistent disease control. Supporting messages provide data and other proof to justify claims made in the core message. Supporting messages are chosen from available information to address audience understanding and needs. Choose only the supporting messages and proof points that make sense for a given communications vehicle. Supporting messages for Zorvec may logically provide details about long-lasting, consistent control and how that is possible. They may focus on the evidence of a bountiful, successful harvest. Or you may choose to use data that provides proof for other elements of the core message, all reinforcing the idea of success in a way that is relevant to your audience.
CUSTOMER INSIGHT
BENEFIT/POSITION
REASONS TO BELIEVE
CORE MESSAGE (VALUE PROPOSITION)
SUPPORTING MESSAGE #1: EFFICACY
PROOF POINTS FOR MESSAGE #1: EFFICACY
As a farmer, my goal is to maintain or improve my business and/or quality of life for my family.
Success (defined more specifically by region or country)
• The Zorvec™ active family of products can deliver this because they provide long-lasting, consistent control (through each stage of plant development and rainfall events). • Zorvec is the perfect combination; no other active ingredient does all these things so well.
Zorvec delivers an unmatched combination of effectiveness and consistent control of downy mildew and late blight at low use rates — for every season, under a variety of conditions.
The Zorvec™ active family of products brings an unmatched combination of consistency and control that can be used every season to help achieve a better crop, even under challenging environmental conditions.
• Multiple effects on the pathogen’s life cycle deliver more effective, efficient disease control. • Up to 10 days of control for most crops and up to 14 days for grapes, even under heavy disease pressure, so growers can be confident they are protecting their crops. • Zorvec provides consistent control, even under heavy disease pressure and challenging environmental conditions. • A novel mode of action and no cross resistance with other fungicide groups provide excellent control of pathogens resistant to current products. • Zorvec has superior rainfastness because it is quickly absorbed on and within the plant epicuticular waxy layer.
Crops are protected just 20 minutes after application. • Zorvec delivers a combination of preventive and curative control. Preventive control is the goal. • Add any country- or crop-specific efficacy data relevant to your audience.
SUPPORTING MESSAGE #2: BETTER CROP
PROOF POINTS FOR MESSAGE #2: BETTER CROP
Excellent disease control by the Zorvec™ active family of products helps growers provide better crop management while improving quality and yield for better profitability.
• Zorvec offers outstanding protection of new plant growth for better crop establishment, which contributes to healthier, higher-yielding plants and better-quality produce for a more profitable harvest. • Zorvec protects treated leaves as they grow and new leaves as they emerge for more uniform growth and better quality and yield at harvest. • (Insert crop-specific quality indicator improvement data, e.g., uniformity, color, size, shape, and yield KPI and KPMs, for crops and regions as appropriate.) • Zorvec gives up to 10 days of control, even under heavy disease pressure and challenging environmental conditions to protect grower income and prosperity. • Zorvec allows more flexibility in spray timing and reduces labor management associated with application planning. • Consistent, effective disease control with Zorvec means growers may be able to reduce the number of applications and related costs, including labor, water and fuel. • Zorvec is rainfast just 20 minutes after application, which can reduce the need for additional applications due to rain and allows growers to be more confident about control when making applications during changing weather.
