Creating a whole new category.Name: Larry Logan
Title: Chief Marketing Officer
Career: A worldwide 'brand catalyst' with 25 years' success in multi-channel and B2B (Business to Business) Refers to one business communicating with or selling to another. See B2B e-commerce, B2C and B2G.
B2B - business to business marketing for many of the world's most noted companies and brands, from Hollywood entertainment to healthcare, and consumer products to information technology.
AM: What is Zeba?
LL: Zeba is the brand name for our patented starch-based superabsorbent technology, which is used as a soil amendment to help crop producers enhance plant stand establishment and performance, improve quality, and increase yields.
Its basic function is to absorb moisture during irrigation irrigation, in agriculture, artificial watering of the land. Although used chiefly in regions with annual rainfall of less than 20 in. (51 cm), it is also used in wetter areas to grow certain crops, e.g., rice. or a rain event, then release it back to the plant over time as the soil begins to dry up between irrigation cycles or rainfall. We've also discovered that Zeba helps slow fertilizer fertilizer, organic or inorganic material containing one or more of the nutrients—mainly nitrogen, phosphorus, and potassium, and other essential elements required for plant growth. movement through the soil, keeping nutrients in the root zone longer where they are more readily available to the plant.
The original discovery of starch-based superabsorbents occurred back in the '70s at the USDA USDA,
n.pr See United States Department of Agriculture. , but their efforts ended when they were not able to create a physical form that could readily be applied for use in agricultural crops and turf/ornamentals. Our founder pulled the technology off the shelf and, through continued research, was able to develop the first and still the only starch starch, white, odorless, tasteless, carbohydrate powder. It plays a vital role in the biochemistry of both plants and animals and has important commercial uses. superabsorbent formulation suitable for application through standard equipment.
AM: Aren't there already superabsorbent products on the market?
LL: Zeba represents a significant leap ahead in performance from traditional synthetic superabsorbents (polyacrylamides or PAMs), which have been around for nearly 30 years. We've redefined the category. Our absorbency ab·sor·bent
Capable of absorbing: absorbent cotton.
A substance that is capable of absorbing.
ab·sor is twice that of the synthetics; but more importantly, Zeba is superior at releasing moisture whereas PAMs bind up water more tightly, similar to a disposable baby diaper. And, Zeba is a 'green' product and biodegradable biodegradable /bio·de·grad·a·ble/ (-de-grad´ah-b'l) susceptible of degradation by biological processes, as by bacterial or other enzymatic action.
adj. , without environmental downsides.
AM:What are some of the marketing challenges for Zeba?
LL: Because PAMs consistently underperform, there is a stigma stigma: see pistil.
mark of Cain
God’s mark on Cain, a sign of his shame for fratricide. [O. T.: Genesis 4:15]
scarlet letter attached to earlier synthetics that we have to overcome. Previous experience with low-performance superabsorbents has made university researchers reluctant to look at our technology, although the word is quickly getting out about Zeba and inquiries are streaming in.
Another challenge is that Zeba itself isn't a basic requirement for a successful crop, as are some inputs, such as fertilizer or herbicide herbicide (hr`bəsīd'), chemical compound that kills plants or inhibits their normal growth. A herbicide in a particular formulation and application can be described as selective or nonselective. . And because the use of superabsorbents is not a standard agronomic a·gron·o·my
Application of the various soil and plant sciences to soil management and crop production; scientific agriculture.
ag practice, we need to sell the product to a market that is largely unaware of the benefits. We've demonstrated that Zeba is a way to boost yield and quality over and above a grower's standard practices.
Our challenge is to convince growers that Zeba will perform. Once they use it and see the benefits, we definitely see the re-orders.
AM: What strategy do you use to differentiate your product?
LL: Our 'go to' marketing strategy is built on a four-leg foundation: Efficacy, innovation, ingredient licensing, and brand.
First, to demonstrate efficacy, we've developed a remarkable amount of real-world field data from trials conducted on farms, golf courses, nurseries, and other growing situations worldwide. We present this data one-on-one to distributors and their customers, and use it in our communications program Software that manages the transmission of data between computers, typically via modem and the serial port. Such programs were very popular for connecting to BBSs before the Internet took off. .
Innovation is our second cornerstone. We've already created the only superabsorbent technology specifically formulated for agricultural applications. Lately, we've also created Zeba LF, a 'booster' for use with liquid fertilizers, resulting in increased nutrient nutrient /nu·tri·ent/ (noo´tre-int)
1. nourishing; providing nutrition.
2. a food or other substance that provides energy or building material for the survival and growth of a living organism. uptake and slowing nutrient dispersion dispersion, in chemistry
dispersion, in chemistry, mixture in which fine particles of one substance are scattered throughout another substance. A dispersion is classed as a suspension, colloid, or solution. in the soil. And, we have specific formulations for such applications as seed coating, ornamentals, root dip, and turf.
Ingredient licensing brings Zeba technology to end users through brands they already know and trust. Zeba is used as a key ingredient to increase the performance of products sold by such companies as The Scotts Company and Barenbrug, the international turfgrass seed company. Included in our licensing agreement is a requirement that the Zeba logo appear prominently on the packaging.
The fourth cornerstone of our marketing strategy is branding. We use brand positioning and a non-traditional style of graphics for the ag trade to signal to the industry that we "think differently." Because Zeba is a fresh, new spin on this technology, it's important to convey this to the trade and our customers across all our communications. In our current ad campaign, we turn Zeba into a verb, showing leading growers with the quote, "I Zeba," next to their photo above the testimonial copy. The industry response has been positive, and we're pleased that so many other growers want to now 'Zeba', too.