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Agrimarketing : June 2009
38 Direct Marketing:32 Feature Story 6/12/09 1:10 PM Page 41 Our editors and sales representa- tives start by building personal relationshipswith our two primary audiences, our readers and our business partners. For the most part, our editors are located near our readers and see themon their farms, atmeetings and other events. Our sales • Search RelationMarketing (SRM).Ajust-announced targeted digital advertising option for all PentonAgweb sites. • Prime AgBase.Market-leading e-mail promotions and e-newsletters. SUCCESSFUL FARMING www.agriculture.com representatives maintain constant contact with their clients, providing them with information about the industry and ways to help their business along with creative solutions to specific challenges. At Penton, customer-facing solu- tionsmean creating a “customerdirect channel” by using a combination of print, digital and direct marketing communications or integrated communications packages. Those can also include: Greg Frey VP, Penton Agricultural Group The power of good customer intelligence is critical to the success of any relationshipmarketing effort targeting growers. Successful Farming Data Solutions lives by themantra that knowingmoremeans selling more for our agri-marketers. With records for over 1.8million farmowner operators,we rely on multiple data sources including our proprietary data gathering aswell as USDA’s FarmServices Agency records. In any given yearwe have over 4.2 farmcustomer contacts allowing us to continuously update and refine our producer data. Industry leading farmer data is our number one priority; however,we don’t stop there.We partnerwith our clients to see their customers not just as farmers, but also as consumers. Successful Farming is part ofMeredith Corporation, one of the nation’s leadingmedia companies and owner of the largest consumer database in media. Armedwith information from Successful Farming’s unique data collection efforts,USDAdata andMeredith’smultiple consumer data points, we are able to provide agri-marketers with comprehensive on-farmdata leveragedwith lifestyle passion points such as hobbies, brand preference, as well as family information and pertinent demographic data for their target audiences. We’reworking to help our clients Curt Blades Sales&MarketingMgr understand their customers better, ultimately allowing themto provide better products and services. AM June 2009 s Agri Marketing 41
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