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Agrimarketing : January February 2008
62 AgriMarketing January/February 2008 information, without annoying or intruding on your customers? Once you've determined the factors that can predict customer behavior, it's time to ask for input at every touch point. Rather than overwhelming the customer, err on the side of caution and do this little by little. TIMING IS EVERYTHING By gathering data relevant to our client's customer 's preferences, we are able to focus our communications efforts on solving the customer needs rather than merely advertising a prod- uct or service. Accomplishing this requires a clear understanding of each of our client's customers, which then allows us to provide a customized solution. Ultimately, our clients benefit by achieving a stronger market position and their customers are provided with the solution that's right for them. It's proven to be an effective and efficient way to build and main- tain strong customer relationships. GO DEEPER In many cases, AdFarm's integrated plans contain a two-pronged strat- egy. The first strategy uses the prod- uct benefit and offering to attract the attention of new customers. This helps build customer share. The second strategy focuses on retaining current customers, which allows us to capture a larger cus- tomer share and build customer loy- alty. After all, acquiring a new cus- tomer can cost five to ten times more than retaining one. And with every customer retained, overall operating costs are reduced. DELIVER THE RIGHT MESSAGE Understanding the importance of each and every customer is critical, espe- cially with the ever-changing land- scape of agricultural marketing. So we've come to understand that not only is it essential to develop messages that are relevant to our clients' cus- tomers, the message has to be deliv- ered in the most meaningful way possible. Often times the solution is a com- bination of a number of direct tactics, each opening a door for response and measurement, but each of these means vary by customer. Direct com- munications have proven to be an effective tool for many of our clients. It allows us to tailor messages, per- sonalize them and deliver them with critical timing. Whatever marketing challenges you face, invest the resources to learn everything you can about your customers --- their needs, wants and expectations. People want to know they are dealing with someone who has their best interests at heart and are interested in more than just offer- ing a product or service. That's the way to build healthy relationships in whatever you do. AM THE LATEST IN DIRECT MARKETING/continued from page 62 Jones
2008 Marketing Services Guide
Crop Life America