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Agrimarketing : November December 2006
November/December 2006 AgriMarketing 47 BECK AG COM, INC. www.beckag.com For ten years Beck Ag has developed and implemented peer and expert advocacy strategies to accelerate prospect decision making and drive adoption of new offerings. To date Beck Ag has engaged over 500,000 ag profes- sionals through programs involv- ing interactive dialogue, peer influence and access to topical experts. Our clients have recognized that traditional marketing initiatives alone are no longer enough to produce suc- cessful, timely adoption of their offer- ings. As companies transform their brand communication from a mono- logue to a dialogue, word of mouth strategies are becoming an even greater part of the marketing mix. For example, Merck has used peer-to-peer marketing extensively and calculated the "return on investment" of doctor to doctor discussion groups was 3.66 times the investment, versus 1.96 times for meetings with sales reps. The pharmaceutical industry runs twice as many peer-to-peer programs as it does company-led programs. While agriculture has not reached this point, peer-to-peer marketing has grown steadily over the last several years. For more information, contact John Finegan at 916/482-4730, or firstname.lastname@example.org. DIRECT CONTACT, INC. www.directcontact.com Direct Contact, Inc. (DCI) is celebrat- ing it's tenth anniversary of design- ing, staffing and managing sales and service projects for the crop protec- tion, seed, animal health and equip- ment industries. When a DCI customer is prepar- ing to launch a new product, manage crop protection claims, fill vacant ter- ritories or sup- port existing products, they often think of DCI first. Because of lim- ited resources, DCI is making more business sense to more agricultural busi- nesses across the U.S. For information call Terry Bowen, President and Tom Wingate, Vice President at 630/576-5082, or email@example.com. AGCALL INC. www.agcall.com For more than 18 years, AgCall has been providing word of mouth and peer influence sales, marketing, ser- (more on page 48) Finegan Wingate Using advocacy and peer influence strategies accelerates the decision-making process. The end result -- personalized brand experiences that increase sales, retention and customer satisfaction. We call it...Word-of-Mouth www.beckag.com | 866.375.4390 www.agcall.com | 888.303.1188