Reaching Kellanova’s R&D team
without a single trade show booth.
A precision geofencing and OTT strategy built so MicroSalt® can show up in front of R&D scientists, innovation leaders, and executives at Kellanova, Cargill, ADM, and Morton — right where they work, test, and travel.
The challenge: reaching the right people inside massive organizations.
R&D scientists and innovation leaders at Kellanova, Cargill, ADM, and Morton are under pressure to discover healthier, regulator-friendly ingredients — while juggling time in labs, HQ meetings, and major trade shows.
- High fixed spend: Booths, travel, freight, and sponsorships quickly reach the tens of thousands per event.
- Attention is fragmented: Your best-fit R&D leaders are sprinting between sessions, side meetings, and internal obligations.
- No persistent presence: Once the show is over, so is most visibility.
How we move a scientist from “interesting” to “We should trial MicroSalt®.”
The strategy isn’t just media. It’s a structured path — from first touch at a Kellanova facility or tradeshow, through education, and into demo or sample requests.
Each stage is designed to answer a specific question your R&D and innovation buyers are asking internally.
For MicroSalt®, we recommend launching with geofencing + retargeting, then layering OTT/CTV and LinkedIn once we see how each segment responds.
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1. Precision Geofencing
Labs, HQ, manufacturing, competitor offices, trade show venues, and associated hotels get fenced to capture device IDs of R&D and leadership. -
2. Sequential Creative
We produce tailored static and motion creatives for MicroSalt® — from high-level benefits to deeper technical messages. -
3. Dedicated Landing Experience
A MicroSalt-branded page designed for technical buyers, with clear structure and simple, serious CTAs for samples and demos. -
4. OTT / CTV (Phase 2)
Once we validate audiences, we expand into connected TV so MicroSalt® appears on in-home and in-hotel screens during key trade periods. -
5. LinkedIn Retargeting (Optional)
Where possible, devices are matched to professional profiles and we can speak directly to R&D job titles within target companies.
Three ways to pilot, then scale what’s working.
Each tier is designed to give MicroSalt® a clear starting point. These budgets are directional — we can adjust up or down based on the founders’ comfort level while keeping the structure intact.
- Geofencing around Kellanova HQ (60654) & key lab / production locations (49017).
- Core awareness creatives introducing MicroSalt® as an ingredient innovation.
- Light retargeting to remind engaged devices about demos & samples.
- Monthly performance summary and recommendations.
- Geofencing for Kellanova HQ, labs, manufacturing, and priority competitor campuses (Cargill, ADM, Morton).
- Trade show activations: venue & hotel geofences during key events (IFT, SupplySide, etc.).
- Full sequential creative strategy produced by VC Solutions — static and motion assets tailored to MicroSalt®.
- Dedicated landing experience with clear CTAs to request samples, demos, or R&D sessions.
- Weekly reporting snapshot with insight into which campuses and shows are driving the most engagement.
- Everything in the R&D + Competitor Coverage plan.
- OTT / CTV inventory targeting devices associated with R&D and leadership at Kellanova, Cargill, ADM, and Morton.
- Multi-wave creative testing, including brand story and technical deep-dives for connected TV.
- Bi-weekly strategy calls to adjust geo mix, messaging, and show calendar as we learn.
What MicroSalt® sees, and what we handle behind the scenes.
Founders and R&D leaders don’t need another black-box channel. The intent here is simple: show exactly how this media supports demos, trials, and long-term relationships inside target organizations.
Each reporting cycle is built to answer two core questions: “Where are we showing up?” and “What is that attention turning into?”
- Campus-level performance: Which locations (60654, 49017, and competitor campuses) are driving the highest engagement and form activity.
- Trade show impact: How fenced events perform versus always-on HQ & lab media.
- Creative learning: Which messages resonate — innovation, regulatory, cost, or health outcomes.
- Funnel outcomes: Click-through rates, landing page engagement, and number of demo / sample requests attributed to campaigns.
We handle the complexity — MicroSalt® keeps control of the relationships and opportunities we generate.
- Creative production: VC Solutions builds all required display and OTT assets aligned with MicroSalt’s brand and technical narrative.
- CRM-agnostic: Whatever CRM or internal workflow MicroSalt® uses, we align reporting so demo and sample requests can be tracked properly.
- Quarterly strategy reviews: Evaluate which campuses, shows, and messages are most valuable — then double down.
- Full flexibility: Geos, budgets, and creative emphasis can be adjusted as MicroSalt’s priorities shift.
Align on targets, choose a tier, and lock the first 90 days.
This page is a working draft. In a short working session, we’ll tune the geos, budgets, and creative emphasis to match exactly what MicroSalt® wants to see from a pilot.
- Which facilities and shows are highest priority for the first 60–90 days.
- What “success” looks like internally — demos booked, trials launched, or something else.
- Any non-negotiables from regulatory, brand, or leadership.