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Agrimarketing : February 2009
COVER STORY/continued frompage 36 graphic appending, online store, directories, advertising opportuni- ties, and online customer informa- tionmanagement. The online classifieds take the extensive printmediumone step fur- ther, allowing searching, sorting and printing of ads. www.The Equipment- ForTheFarm.com (EFTF)Website gives the consumer a newway to browse ads. EFTF also has the added advantage of the John Deere UsedXpress partnership to automati- cally update our databasewith their current used equipment inventory. apply today? Does arriving first increase opportunity? Will knowing that conditions are right increase chances of suc- cess? Can you get an advantage with speed and better information? Competitive advantage is gained Melnyk through information that supports better decisions.Actionable informa- tionmust be faster andmore accu- rate than the alternatives. Built on trusted equipment pricing information in the Official Guide, IRONSolutions launched IRONsearch.com in 1999 to test the effectiveness of the Internet. Today, IRONsearch.comis theNo. 1 equip- ment destination for buyers,with 60,000 pieces of used farm, outdoor power and construction equipment, and $2 Billion sold in 2008. Recently,IRONsearch joinedwith The www.LandJournal.comWeb site does for the rural real estatemar- ketwhat equipment for the farm does for the farmand livestock equipmentmarket. The functionality of search features and photos enhance the user experience. Additional products such as Big Book agriculture directory,Livestock Industry Source livestock directory, Journal GetAways travel directory, Auction Guide, crop performance guides and full-coverage convention updates offer awealth of informa- tion that can easily be searched and manipulated by consumers.Map- ping and GPS functions add depth to richness of content. www.IRONsearch.com byDarwinMelnyk CEO I recallmy Dad quoting proverbs at the breakfast table on the farm: “Son …the early bird gets theworm”, or “Weneed tomake haywhile the sun shines.” Itmakesmewonder, do these 38 AgriMarketing s January/February 2009 leadingNorthAmerican local farm publishers to extend our reach, taking our digital information to print. This approach is unprecedented in our industry and today colorful pages of machines, organized bymanufacturer, appear in FarmProgress publications reaching an audited circulation of 500,000 state and regional buyers everymonth. Eachmachine advertised in print connects to IRONsearch.comwith a unique IRONnumberwhere users can accessmore pictures, specifica- tions and data directly fromIRON’s Official Guides database. Visitors to IRONsearch.com pro- vide on-line advertisers opportuni- ties to reach an audiencewhen they are ready to purchase. Unlike other advertising optionswith limited per- formance data to quickly target and refine a campaign, IRONsearch.com enables our customers to reach their market andmeasure the effective- ness of theirmarketing dollars. www.ProfitableFarming.com by Robert Rattliff President ProfitableFarming.com enters its 10th year of providing farmers online financial calculators, agronomywiz- ards and other interactiveWeb ser- vices at its flagshipWeb site, www.ProfitableFarming.com. Newfor the 2009 season is an agronomywizard for cotton farmers at www.CottonHeatUnits.com. Beta testing last season proved successful at tracking heat unit accumulation across the cotton belt,which enhanced field observationsmade by cotton scouts throughout the growing season. Thus, better deci- sions in determining proper dosage and timing of growth regulating chemicals, leaf defoliants and boll openers. Under beta testing for 2009 is an online financial tool to better utilize the optionsmarket for commodities at theWeb site: www.BuyPutSellCall. com. Last season,many farmers fol- lowed the advice of their commodity broker to “Buy Put” and fix the price of their crop prior to harvest.How- ever, Put Options can be very expensive. Thus, farmers and com- modity brokers are nowcalculating the “Sell Call” as a financial offset, thus lowering the net cost of options trading, but increasing risks. ProfitableFarming.com continues its consulting serviceswith agribusi- ness firms in developing cal- culators and wizards for internal use. Addressing com- pany-specific needs and opportunities, these services are typically only available to internal staff,wholesale distributions, retail dealers and other related parties. Also for 2009, the newadminis- Rattliff tration and reshaped Congresswill likely require increased cooperation amongmembers of trade associa- tions and task forces, such as the Pyrethroid Task Force and utiliza- tion of itsmembers-onlyWeb site www.PyrethroidCoalition.org. Lastly, the increasing use of independent contractors,with spe- cific skills,will expand the utiliza- tion ofworking groups such as www.GlobalShrinking.comwhere contractors contribute to complex projects. AM
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