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Agrimarketing : September 2009
RURAL LIFESTYLE DEALER by Michael Ellis Associate Publisher email@example.com “Rural lifestyle” is somewhat of a catch-all phrase used to define an evolving and expanding market with a staggering amount of buying power. From hobby farmers and large property owners to agri- tourism, tree farms and vineyards, Rural Lifestylers are a diverse group with very different equipment needs than the traditional ag customer. In 2007, Lessiter Publications and the editors of Farm Equipment launched Rural Lifestyle Dealer, as a stand-alone publication to help manufac- turers and deal- ers define and understand the endless possibili- ties for serving this market. After strong feedback from both dealers and manufacturers in 2007 and 2008, Rural Lifestyle Dealer increased from a semi-annual to a quarterly publication and increased circulation by 20% to provide ag marketers a more consistent platform for con- necting with the dealers. An informed equipment dealer is the best friend the manufacturer and the Rural Lifestyler can have. Rural lifestylers often know what job they want or need to get done, but rarely have the expertise to know exactly how to accomplish it. It’s the atten- tive, informed dealer that determines not only the type of equipment but also the specific brand that a cus- tomer ultimately chooses to invest his or her dollars in. In fact, research shows that the Rural Lifestyle cus- tomer accepts the equipment dealer ’s product recommendation nearly 80% of the time. Because the vast size of the Rural Lifestyle universe (27 million house- holds) makes it nearly impossible to cover the market at the consumer- level, it’s critical for ag marketers to target the dealers: the one place in the channel where it all comes together. Even more so in the Rural 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. 6 million page views 3.5 million readers 45 million tv households experiential marketing events Reach the $5.5 Billion Growing Rural-lifestyle Market with One Call FOR MORE INFORMATION CONTACT: Judi Lampe (785) 274-4332 Molly McKenzie (785) 274-4328 Denise Wiscombe (785) 274-4326 JO I NTHEMOSTTRUSTEDBRANDS I NRURALAMER I CA www.MotherEarthNews.com www.Grit.com www.FarmersAlmanac.com www.Cappers.com www.FarmCollector.com research Ellis (more on page 48) 45 Marketer's Review:32 Feature Story 9/16/09 2:09 PM Page 47
Best of CAMA 2009