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Agrimarketing : October 2007
the Vegetable Exchange hosted by American Vegetable Grower, e-newsletters like "Heard Down The Row" and "BenchRunner." All of these, says Monahan, ride on the traditional strength of Meister 's print brands like Florida Grower, Greenhouse Grower and American Fruit Grower. "Our print brands enhance the credibility of every connection we make and message we carry," says Monahan. Print ads work to build your image and trust. Click-through and banner ads in an e-newsletter pro- vide a non-intrusive way for a cus- tomer to qualify themselves for your product. Face-to-face connections at a workshop, seminar and/or trade show provide a chance to build your image and word of mouth. When used all together, all of these connec- tions can reverberate in a way that's impossible with just one. "People in any market or audi- ence obviously are not just 'read- ers,'" says Jim Sulecki, Managing Director for Meister 's Cotton and CropLife markets. "And they aren't just listeners, or just viewers or just Web-users. They're out and about, getting things done, interacting with others, collaborating on ideas." At each point along their journey through the information matrix, they need content that will help them make up their minds on what products and services will help them be successful. "Print is still a reliable, known, permanent touchstone for most peo- ple in our markets. For instance, Cotton Grower's fine history means that everything bearing it's brand in- print, in-person, and online is likely to gain attention," he says. "And that makes for an effective 1-2-3 mix for learning, sense of community, and personal development,." It's obvious then, says Sulecki, that anything this highly-effective for the audience is also a prime location for marketing partners. "They're in a position to ride their messages along the same path- ways that our mutual customers are walking," he says. AM K. Elliott Nowels is Vice President of Business Development for Meister Media Worldwide and Director of Clear Window, an in-house business development unit in Willoughby, OH. Meister Media Worldwide is in its 75th year of serving readers and clients with best in class print publications, award programs, in-person events, custom print, research and digital solutions. For more information, visit www.meistermedia.com <http://www.meistermedia.com/> . Ubiquity: "Present everywhere." Integrating print, e-newsletters, Web sites and live events enable marketers to build brand awareness by being everywhere the prospect might look. (Clockwise from top) The AVG's Grower Achievement Award presentation at the September meeting of United Fresh Produce Association in Washington, D.C.; American Vegetable Grower magazine; VegWire e-newsletter; and American Vegetable Grower (AVG) Web site.
November December 2006
November December 2007