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Agrimarketing : January February 2008
Editor's Note: This is the first in a series of five articles sponsored by Truffle Media Networks highlighting real world podcasting insights and best practices. NEWS RELEASE ... OR A NEW BLOG? With the speed of a lightning flash, digital technology zapped the world of communications and changed the options for media spends. Suddenly corporate and agency decision makers are re-thinking media choices. More impor- tantly, these same top professionals are taking another look at their strategic plans and re-working resource allocation to include digital media as part of the plan. "Regardless of industry, marketers across all sectors are increasingly making digital media a priority. Digital media presents marketers with unique opportunities to engage consumers, generate data, and establish relation- ships," asserts a published report on the Marketing and Media Ecosystem 2010 study.1 FERTILE NEW GROUND That may be true in some industries, you're probably thinking, but not in the agricultural marketing commu- nity. Crop and livestock producers just aren't that savvy yet ... or are they? Last year, Truffle Media Networks reports that their agribusiness podcasts generated more than 165,000 downloads, with monthly downloads quadrupling between January and December 2007. Truffle's audience represents livestock producers, crop producers, agribusiness leaders, and educators. Creating original content and recording key information from a number of industry shows, conferences, and forums, Truffle creates programs and makes each production available from their Web site. Truffle launched their entry into the digital age with the introduction of SwineCast in 2006. SwineCast publishes two new podcasts every week. Using podcatching soft- ware like iTunes, subscribers have new programs auto- matically downloaded to a designated computer or portable MP3 device like an iPod. Or, interested listeners can go to the SwineCast Web site and choose to listen to any published program whenever they want. The popu- larity of SwineCast quickly led Truffle to launch BeefCast, DairyCast, and PoultryCast, all of which work the same way. Their newest offering is CropVillage. Industry-leading companies and agencies seem to agree. Truffle has worked with agri-giants like Elanco, Mycogen, Boehringer Ingelheim, and Case IH as well as agencies like McCormick, Bader Rutter, BCS, and Colle+McVoy. FROM PLANNING TO PLANTING TO HARVESTING Success doesn't arrive overnight, however. The content development process requires ongoing feedback. The capture of usable data plays a critical role in all development. Blogs, e-mail, text messaging, Internet com- ment boxes all contribute to getting more data that's rele- vant ... and getting it faster than ever before. The Market- ing and Media Ecosystem 2010 study underscores this: "The influx of data into marketing has been one of the biggest changes to players across the landscape .... Historically, data had been hard to get, expensive to manipulate, and difficult to manage ... The change in data landscape dra- matically changes what type of people, processes, and capabilities are needed." 1 The study contends that because of this the consumer voice has been strengthened. "Now, marketers can have real-time conversations with consumers. They can iden- tify and draft high consumer-influencers as brand advo- cates, gather ideas to improve their products or services, and change their marketing messages and media mix instantaneously, depending on what is working now." 1 To make sure that proper feedback mechanisms are built into their podcast programs, Truffle prescribes its proven process. First, Truffle seeks to better understand client needs and audience needs. During this initial dis- covery, Truffle gathers insights on the audience and iden- tifies thought leaders and leading story tellers in the industry. The result of this in-depth background research is the development of program objectives and success milestones. Then, Truffle leads the client through a step-by-step process related directly to the actual podcasts. From plan- ning content to developing compelling stories and story- tellers to production, publication, and promotion, the client benefits from Truffle's experience. Then, as initial programs enter the marketplace, feedback loops help refine future content. Feedback mechanisms can be built to enable interac- tion not only with the podcast owner but between mem- bers of the target audience. Subscribers connect with one another and offer each other ideas and support. The end result is that these conversations generate even more content ideas for the podcast owner. Success harvests success. WIN A FREE SPONSORSHIP Truffle is offering a chance to win a one-month complimen- tary sponsorship to one of their existing podcast programs, visit www.TruffleMedia.com/AgriMarketing. AM 1Rasmussen A., Ude C., Landry E. HD Marketing 2010: Sharpening the Conversation. 2007. Booz Allen Hamilton Inc. CropVillage is a trademark of Truffle Media Networks. SwineCast, BeefCast, PoultryCast, and DairyCast are registered trademarks. iPod, iPhone, and iTunes are trademarks of Apple Inc. FARMERS DO PLUG-AND-PLAY! by Raylee St. Onge, Truffle Media Networks Community Coordinator TRUFFLE MEDIA NETWORKS SPONSORED CONTENT
2008 Marketing Services Guide
Crop Life America