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Agrimarketing : November December 2009
DIRECT/RELATIONSHIP MARKETING NEW OWNER, NEW SERVICES by the Agri Marketing Editors Editor's note: For over three decades, Farm Market iD (FMiD) and its predecessor company, Market Identification, have been providing databases and related services to agri- marketers. The firm was recently acquired by Telematch, Inc. We caught up with Telematch's CEO and FMiD's President to provide the following update on the company and its activities. Founded in 1973 by a group of veteran agri-marketers, FMiD's initial service was providing mailing lists of farmers and landowners who were enrolled in USDA programs. A lot has changed for the company since its pre-com- puter beginning. "We now have the largest, most accurate and most current agricultural database in the country," says FMiD President John Montandon. He, along with a small group of investors, acquired the company from its founders in 1997, as well as, Phoenix Data Processing in 2000. Both businesses were acquired last May by Telematch (see sidebar). "Telematch is a leading informa- tion services provider which offers a comprehensive and proprietary range of data appending, data enhancement, database management and data processing services," explains the company's CEO Peg Kuman. She joined the firm last year after having held executive positions at Publishers Clearing House, The Power Line, Fingerhut Corp. and Garden Way Manufacturing Co. "FMiD is a great fit for Telematch," Kuman says. "We are leveraging Telematch's market intelligence capabilities to enhance FMID's content and customer base. Phoenix provides leading edge database management, technology and modeling and will give FMiD expanded applications, tools and database knowledge." SERVICES FMiD has contact information and additional demographic data for over 3.7 million farm operators, farm owners and farm owner-operators with over 300 different crops, livestock, income, acreage and other information. Clients, which include agribusinesses, their agencies, trade associations, market researchers, ag media and others in the ag industry, utilize FMiD information for what could be considered traditional marketing activities including: • Direct mail • Telemarketing • Face-to-face sales calls • e-mail promotions, and • Social networking such as Twitter "We have also enhanced the uniqueness and value of the FMID data by adding GIS (geographical information system) to include the addition of current and accurate crop data," Montandon reports. "This eliminates the dependence on sporadically released government data and is more current and highly accurate when combined with USDA's Farm Service Agency data and historical data." That allows FMiD to provide agri-marketers the capability to map individual farms, identify the crops and acreages for each field and to know who owns and operates each farm. It also provides information on each field's cropping history and rotations. "Crop input retailers and grain buyers have found that infor- mation especially useful in their local markets," Montandon says. Now that it has access to Telematch's data, FMiD can also pro- vide clients with automotive and truck ownership, new mover data, agribusiness data including contact information, SIC, NAICS, business size and enhanced demographic data including age, income, education, and interests, among many other data sets. The company also offers analytics and web-based interfaces and access to targeted data for businesses with branch operations. 42 Agri Marketing November/December 2009 Montandon and Kuman is now available online! To view, go to www.AgriMarketingDigital.com. To receive an e-mail alert when each issue is available, e-mail your request to be added to the list to: info@AgriMarketing.com.
Marketing Services Guide 2010
World Ag Congress