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Agrimarketing : May 2009
38 Agency Leaders Update:32 Feature Story 5/13/09 11:34 AM Page 40 AGENCY LEADERS/continued frompage 39 With our deep agribusiness knowledge, G&S is equipped to create and execute integrated programs thatmeet objectives, resonate with target audiences, and generate positive ROI—regardless of the economic cycle. NICHOLSON KOVAC INC. KansasCity,MO www.nicholsonkovac.com by F. Peter Kovac, President/CEO As I listened to ourNAMAattendees talk about the conference, one topic caughtmy attention: “Thriving in Times of Uncertainty.” That’s something thatNicholson Kovac has done throughout our 28 year history. Aswe’veweathered tough eco- nomic times through the yearswe have learned two important truths: First, that in rough economic times, our unique Relevant Ingenuity approach and strategic planning processes become even more important to our clients. Secondly, thatwhen the times are Kovac tough, our teamnever fails to deliver unique newsolutions that answer client needs and delivermeasurable results We deliver Relevant Ingenuity through our Strategic Planning Process. The results of our process are solutions via a true Integrated Marketing Communications (IMC) Program, completewithmetrics. We believe a smart relevant plan is just the first step in adding value. Itmust be brought to lifewith cost effective, ingenious solutions—be it the creativemessage, a non-traditionalmedia approach or a public relations effort. Our culture of planning is our difference. In fact, our clients tell us that our unique strategic planning approach is the key reason they entrust their preciousmarketing communications dollars to Nicholson Kovac. In addition to offering ingenious ways of utilizing traditionalmarcom solutions, new, relevant tools are creating excitement among our clients 40 Agri Marketing s May 2009 and in the agribusiness industry. For example: Socialmedia:we nowoffer an impressive suite of socialmedia tools. This includes a newSocial Media Savvy trainingmodule to help clients understand socialmedia tools and howto leverage themfor measurable results, plus socialmedia monitoring, social news releases, and more. Another newoffering is Trade ShowSavvy, a strategic planning process exclusively for trade show marketing. Based upon our unique Relevant Ingenuity strategic planning process, Trade ShowSavvy planning guides clients through a myriad of critical trade showmarketing decisions such as evaluating the value of potential shows and measuring trade showreturn on investment. Nicholson Kovac continues to explore and employ thewide scope of choices that are available to reach an audiencewith relevant, ingenious messages, engaging themwith a brand and encouraging themto take action. The response fromboth clients and prospective clients has been overwhelmingly positive – and has helped platformus for growth through the end of 2009 and beyond. OSBORN&BARR St. Louis,MO www.osborn-barr.com byMichael Turley, Chief Executive Officer In any business—not justmarketing —a company that doesn’t continuously evolve, to find betterways to not onlymeet but anticipate their customers’ needs is a company that will soon be looking for a newline of business. Openly, Osborn & Barr has no desire to find a newline of business. We lovemarketing, andwe love the agricultural and ruralmarket that has been our passion for the past 20 years. That’swhywe’ve spearheaded the evolution of our firm... a process thatwill allowus to remain true to our core valueswhile better positioning O&B to achieve our ultimatemission of becoming agriculture and ruralAmerica’s greatest advocate. One example of this evolution is a newgroupwe’ve added: Elasticity. Asword ofmouth begins to drive themajority of purchases, Elasticity utilizes the full breadth of social media,mobile technologies andmicro (i.e., Twitter) communications to craft positive “digital word ofmouth” for our clients. This newand excitingmethod helps drive consumer attitudes, corporate reputation and purchasing behavior inmeasurably positive ways—ways that traditionalmedia cannot accomplish alone. We’ve also expanded ourmarket Turley focus. RecentlyO&B purchased a book of business that provides uswith an entry into the outdoor recreationmarket. By adding this expertise to our portfolio,wewere able to broaden our substantial rural platformand provide newopportunities to our existing agricultural and rural clients. What is really gratifying is that these changes spring fromthe values and commitment to agriculture thatwe’ve always embraced. That empowers us to domore ofwhatwe love to do andworkwith the greatest people of the agricultural industry— our clients. Our clients share this passion for agriculture and ruralAmerica and as a result,we’vemaintained and grown business in a tight economy. So the bottomline is that ifwe don’t change,we can’t possibly hope to stay relevant. The opportunities and the industrywill pass us all by. We’re excited by our recent changes and look forward tomore throughout the year as it allows us to continue offering our clients engaging strategies that lead the industry as we serve as the leading advocate for agriculture and ruralAmerica. PAULSENMARKETING Sioux Falls, SD www.paulsenmarketing.com by Greg Guse, President Work in agriculture for any length of time, and it’s easy to see that nothing (more on page 42)
May 2009 Supplement