Kenneth M. Daniels

When I first joined the golf industry start-up, ownership was referring to the company as Geoponics, LLC. My first order of business was to get away from this approach in favor of ​Geoponics Earth Chemistries. In so doing, I was able to relate what made us different in a cluttered chemical market.

 

Every bit of communication we put forth from my first day onward touched upon our environmentally friendly positioning. Before long, there was no question in anyone's mind what we were setting out to do, a fact which opened many doors in an industry which found itself increasingly under the microscope of environmentalists.

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To overcome a general attitude of resistance to change, I implemented a customer testimonial campaign designed to cultivate a belief that one had little to lose by trying our products. This was huge in a risk-averse industry in which a single mistake can cost a superintendent their job. Below is an example of the impact this had.

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CUSTOMER TESTIMONIAL

I like to do what I can for the environment, and that's what stuck with me the most since first learning about Geoponics at the CGCSA trade show, that they're setting out to make a difference. I kept getting the testimonial emails, and then I saw some of my friends were using their products. Once I contacted them and heard what they were seeing, I felt comfortable giving Agriox a try. After a few applications I've seen a more efficient uptake of our granular, even when we've put out a growth regulator, and a longer residual from many of our other chemical applications.

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Robby Henderson

Maggie Valley Golf Course

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LEAD SALESPERSON'S PERSONAL RECOMMENDATION:

I have gotten to spend a lot of time collaborating closely with Ken Daniels over the past few years at Geoponics. In working directly with him, I've been impressed with how he has been able to take the real world experience and knowledge of the industry that I have provided and turn it into the marketing and product materials that would best promote the brand, as it was meant to be, in a way which also allowed the sales staff to understand and support the strategies being used.

 

Ken's insightful ideas and creative ways of thinking open up new avenues that you would not normally go down when building a brand, developing a product line and growing a company into a national leader in its field, a fact which has helped us to stand out in a crowded industry. He is a very hard working individual with a keen eye for detail, and when given the opportunity there is nothing he can't do.

 

Joshua Newnam 

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I developed this ad for an industry directory. Referrals were integral to my growth strategy.