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Agrimarketing : November December 2009
DIRECT/RELATIONSHIP MARKETING TARGETING DISPLAY ADVERTISING by Stephanie Bishop, Brighton How do you effectively reach farmers on the internet in a way that is pertinent to them while maximizing your ability to target timely messaging and create interaction? That was the challenge Monsanto posed to St. Louis-based Brighton, a full service independent marketing and advertising firm specializing in business engagement. The answer: First determine what information farmers are seek- ing, and where they are already going on the web, and then leverage that knowledge to create a new, unique channel of information that would generate traffic to Monsanto audience messaging. "We knew weather can be a decid- ing factor in any farm's return on investment," said Gary Sakin, Monsanto Marketing Services Lead. "But although the web provides several climate resources for the aver- age consumer, no single, widely used and trusted site was strictly devoted to reaching farmers with the weather news and information they need to make timely management decisions." FARMERS' FORECAST "According to research from the USDA, up to 75% of U.S farmers had access to and were using the internet for communication and information gathering in 2007," says Sakin. "Our intention was to reach this farmer audience already engaged in internet usage through the expansion of a popular site farmers were already visiting. Therefore, we were taking a broad medium and turning it into a targeted, relevant communications tool to enhance user value, and at the same time, increase brand exposure. By creating a portal that improves the end user 's experience, knowledge and capabilities, Monsanto could get in the forefront of the minds of a new customer segment and then provide even more relevant messaging by region and brand." Having never previously built an outlet around a livelihood, The Weather Channel, along with Monsanto, worked in unison to conceive and build Farmers' Forecast, the new online weather content channel featured at Weather.com/farming. Brighton facilitated the partnership and developed a content destination within a trusted weather source for Monsanto's targeted audience. In addition, the partnership helped The Weather Channel expand its offerings to its visitors. The Farmers' Forecast solution also provides a highly targeted messaging platform for use by all of Monsanto's major brands. NATIONAL RESOURCE Officially launched in January 2009, the Farmers' Forecast hosts current climate conditions, a growing degree day calculator and other important agricultural information in a single location. The new channel on the Weather.com site offers farming-specific alerts in addition to the severe weather alerts already available through the weather.com. The alerts inform growers of potential freeze, frost, high wind or hail indicators for each forecasted day. Since precipitation is crucial for the farming community, the page not only includes the likelihood of inclement weather, but also incorporates a pro- jection of the anticipated amount of rain. An interactive map allows users to customize points of interest and specific weather layers such as radar, clouds, dew point, wind speed, tem- perature and past precipitation. "The online channel is a one-stop resource for the latest agricultural 44 Agri Marketing November/December 2009 The most accurate ag data in the country. Farm Market iD is recognized as the most accurate and current agricultural database in the country. We specialize in providing data for companies who want to sell to the ag industry or rural lifestyle market. Our unique database is sourced from government records and proprietary sources; a clear advantage over farm circulation lists. That's why the leading ag companies, dealers and ad agencies have depended on Farm Market iD data solutions for over three decades. Contact us today to learn how we can help you grow your business. FarmMarket iD A Telematch, Inc. Company Harvesting the best data in the country Period. One E. Oak Hill Drive, Westmont, IL 60559 | 800-313-4778 | www.farmmarketid.com
Marketing Services Guide 2010
World Ag Congress