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Agrimarketing : March 2009
This audience ismore akin to the consumer of ag products than those that produce them. Thankfully the Internet provides nearly limitless opportunities to reach out to rural lifestyle audiences. Blogging, social networking sites and awell-craftedWeb site are just a few tools that are quite effective at pro- viding information to an audience that is sponge-like in their thirst for knowledge on specific subjects. These channelswork for two pri- mary reasons: There is a need for information. Inmost instances these audiences do not have four-year college degrees in a chosen agricul- tural field. There- fore, they need ready access to information to help themman- age their small acreages, herds and flocks appro- priately.They also are adept at sharing information and networking with otherswho have like interests. Rural lifestylers are Internet Opperman savvy.At leastmore so than the gen- eral ag audience. Inmost cases they have better high-speed access, although that is set to changewith PresidentObama’s stimulus pack- age, as greater access to high speed will become available tomore rural markets. This provides newopportu- nities to deliver information in uniqueways. In addition to newmedia,we have utilized segmented print publi- cations to build brand recognition for products that reach specific audience segments. Brillion IronWorks offers a line of turfgrass seeders that are well-suited for rural lifestyle seg- mentswith small acreages.An adver- tising campaignwas developed designed for this specific audience, andmedia placementsweremade in publications that target this segment. Whether it’s using the Internet to provide newtools to reach Rural Lifestylers or utilizing targetedmedia to reach specific audience segments, engaging the Rural Lifestyle audience requires alternatives to themeasures normally used to reach conventional agriculture segments. AM Reach millions of large-property owners who think and spend big. Whether you’re selling fencing or trucks, outbuildings or tractors, durable clothing or power equipment, no other brands deliver tradition or multi-acre homeowners better. ADVERTISE WITH THE MOST TRUSTED BRANDS IN RURAL AMERICA. 6 million page views Judi Lampe 3 million readers 3 million tv viewers marketing events experiential (785) 274-4332 FOR INFORMATION CONTACT: Molly McKenzie (785) 274-4328 Denise Wiscombe (785) 274-4326 www.MotherEarthNews.com www.Grit.com www.FarmersAlmanac.com www.Cappers.com www.FarmCollector.com March 2009 s AgriMarketing 31