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Agrimarketing : October 2007
tion on tens of thousands of acres of private rangelands in Montana, Wyoming and the Dakotas. That means increased stocking rates, healthier and stronger native grass species, and less erosion. Hubbard Feed's biodegradable tubs of mineral supplement, strategi- cally placed in remote range pas- tures, have forced cattle to better uti- lize grass and relieve pressure on riparian areas. CLEAR CHANNEL KATZ ADVANTAGE by Vic McGill email@example.com The Clear Channel KATZ Advan- tage group are marketing partners with many major farm broadcast facilities includ- ing stations and networks. We represent proper- ties from the East Coast to the West Coast that serve the program- ming needs of the farm produc- ers whether it may be the cotton, wheat, corn, soy- bean or livestock producer. We specialize in ag but are only one division of the CC/KATZ Advantage Group. The others are unwired network sales, direct response, and sports. The Agri-Marketing Advantage division is a marketing, sales, research and consulting organiza- tion in the agri-broadcast industry. We offer an excellent research and marketing tool we refer to as the KAMP System (Katz Agri Market- ing Planner) that is a P.C.-based planning and buying system. Major ag advertisers, agencies and sta- tions/networks involved in the specialty of farm broadcasting have utilized the KAMP System with Agri-Marketing Advantage to plan their campaigns. In the past two years we are seeing more interest in the rural lifestlye category and we fore- shadow this being a new revenue stream for our farm properties. Already several new advertisers are developing radio-based cam- paigns to this important audience, including GM/Silverado, Tractor Supply Company and Dish Network. The major trend I have witnessed over the past five years is how some of the major crop protection chemical companies have become huge seed companies and the shift in the adver- tising into September through December versus the spring season. Today the fourth quarter represents over 40% of our business. The past few years farm radio has been healthy and has experienced steady revenue growth and 2007 promises to be an outstanding year. We have also seen a big shift in overall revenue in the past couple years with heavier placement of advertising in the upper Midwest which has been driven by the ethanol demand and corn acres planted. In addition to time avails for advertising campaigns we work with special event sales sponsor- ship opportunities for our stations and networks. Many of our Farm Broadcasters attend national con- ventions and turn to us to help them seek national sponsors. The sales package may consist of inter- views at the sponsors exhibit, on air promotional mentions prior to the event and a determined num- ber of commercials to air during the week or month of the event. In summary, I feel farm radio is a perfect vehicle to be included in media plans. The farmer spends very little time in his house from 6 a.m.- 5 p.m. during the spring, summer and fall. He is in his car, truck, barn, tractor or combine. He trusts his farm broadcaster and considers him a business partner. BROWNFIELD NETWORK by AnitaVanderwert firstname.lastname@example.org I work for Learfield which owns the Brownfield network. We also rep the Kansas Ag Network and American Ag in the Dakotas and multiple single radio stations. We cover the Corn Belt and specialize in putting together complete marketing plans in addition to our traditional radio coverage. We used to only have radio, but our conversations with clients and agencies today really center around what is going to help the client be suc- cessful. We then put a plan together based on that. Today, it's really about being a marketing resource. Radio is still key. We employ 11 NAFB broadcasters which is consid- erably more than other stations. This allows us to have a staff that covers world, national and regional news while having a broadcaster in each state that has time to really focus on local issues because they are not cov- ering the other content. In addition to radio, we have a division called Learfield Inter- Action specializ- ing in new media marketing and a full-service research divi- sion. We do everything from client entertainment events to coor- dination of complicated multimedia sales campaigns. We help our clients build a relationship with their prospects. The largest trend I have seen in ag radio over the past five years is its focus on accountability. Everything is measurable these days and when one of our clients entrust us with their budget --- we must deliver. Advertisers used to just buy spots. Today, they are buying results. We have implemented and spend a lot of money on accountabil- ity with our affiliates, research and commercial production. We have the opportunity to review hundreds of marketing plans each year. Of those, we see what works and what doesn't. Special pro- jects work if they are strategic towards a marketing objective. The most effective ones we see are ones that tie sales and customers to marketing. It might be entertainment at a sporting event or it might be deliv- ering niche information to a very select and narrow group of prospects. Hold on to your seats. Marketing in the next few years will be changing drastically. It will be a combination of building and having a strong brand (radio and print) while building a relationship in new and different ways with your core audience. This isn't the CRM programs of today. This will be fun. AM October 2007 AgriMarketing i-37 McGill Vanderwert
November December 2006
November December 2007