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Agrimarketing : May 2009
34 Marketers Report:32 Feature Story 5/13/09 11:30 AM Page 36 MARKETERS/cont’d frompage 34 Trust:An environment of trust becomes possiblewhen people feel respected, heard, and part of the solution. Trust ensures that agencies and clients are partnering for the best outcome for the business. And probablymost important of all celebrate success and have fun. We allwant to spend timewith peoplewho are enthusiastic about thework, our business, each other, and the outcome. It’s a two-way street andwe’re at full throttle—enjoy the ride! VERMEER Pella, IA by Dan Belzer Marketing Services/Communications Manager I expect fromour agency to: Makeme feel uncomfortable: If I feel completely comfortable then are we really stepping out and trying newways to reach potential customers?An agency always needs to challenge and look for newways for market share growth and market penetration. They should be pullingme out ofmeetings, budgets, training, and management to identify areaswe are missing. Makemymoney go further: Belzer Money is easy to spend. The challenge is getting the full potential out of the allotted dollars.Agencies need to igniteword ofmouth to carry the message further thanmy dollars can reach. Recommend or utilize a competi- tor:All agencies have their niche where they rise above the competition.However, agencies also have areas that need improvement.An agency really shows their true colors when they think of the customer first by recommending or utilizing one of their competitors. Thismay sound absurd tomany agencies, butmy confidence in an agency growswhen they showthey havemy best interest inmind. AM 36 Agri Marketing s May 2009 AGENCY UPDATE UPDATESFROM AGENCYLEADERS Editor’s note:we invited the leaders of marketing communications agencies that specialize in the agricultural industry and rural lifestylemarkets to sharewhat’s newin their shops. ADFARM Kansas City,MO www.adfarmonline.com by BobWilhelm Managing Director, U.S. Nothing has validated our agriculture-focused businessmodelmore than the economic volatility of the past year. In an economy like this, even the most financially healthy companies aremore closelymonitoring every dollar spent. But withAdFarm’s comprehensive focus on agriculture, and our ability to dig deeper,we’ve been able to demonstrate our continuing value as a strategic communications partner. AdFarmcontinues to stay con- Wilhelm nected to agriculture inmanyways: ourAdFarmFarms, our Producer Panels, our unique FarmDaze events, our industry connections and relationships that are so important to us. Butmost important are our people, and the agriculture backgrounds and knowledge they bring to AdFarm. But our knowledge and expertise of our client’s business is only one element of the valuewe represent. That alone isn’t enough in this economy.We not only have to knowtheir business, butwe have to knowtheir customers and theirmarkets inside and out.We have tomaster newand relevant technologies,while recommending their best fit in an integrated plan.We have to provide deeper insights into their customers. We have to generate razor-sharp strategies to reach their targets. ForAdFarmto remain so focused and driven requires a bit of daring, andwe recognize that this is precisely howour clients canmake a greater impact in times like these— bymaking boldmoves. While the rising tide of a growing economy tends to “lift all boats,” an economic downturn presents an exceptional opportunity to stand out fromthe competition. BROADHEAD+CO Minneapolis,MN www.broadheadco.com by Dean Broadhead, President|CEO When I opened the doors to Broadhead+Co in 2001, our timing could not have beenmore fortuitous. Technology leveled the playing field for smallmarketing agencies to do greatwork, a slight recession meant talentwas abundant and perhapsmost importantly, the newagriculturewas truly taking shape. Biotechnology changed the game.Agriculturewas a valueaddedmarket-place and labels such as riskmanagement and ROI became the buzz. We’ve been Broadhead very fortunate over these eight years toworkwith some terrific clients. Andwe’ve grownwith them, investing heavily in senior level talent that works on business every day.Aswe approach 30 employees, you reflect onwhat’s been the key to growth. It’s a cliché but it’s truly people. Itmay be hard to imagine in the agency business, but our employees average 16 years of experience. For our clients, that’smeant great thinking—and to benefit of agency and client—extraordinarily low turnover. (more on page 38)
May 2009 Supplement