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Agrimarketing : March 2008
22 AgriMarketing March 2008 future, our plans include expanded print and broadcast media aimed at the rural lifestyle market. GALLAGHER USA by Erwin Quinn, Pres North Kansas City, MO Many people who enjoy the rural lifestyle need fencing options that keep their valuable livestock and feed supplies safely contained as well as deter predators. Gallagher Animal Management Systems offers several power fencing options that accomplish both, a proven alterna- tive to such traditional choices as barbed or woven wire and post-and- rail construction. Gallagher fencing is distributed through the efforts of over 3,200 local tack shops, feed stores and farm sup- ply retailers throughout the U.S. Backing up those retailers is a well- trained field staff of 26 territory man- agers strategically located around the country. They work in tandem with our dealer network and directly with end users to make sure our cus- tomer 's are well served and satisfied with their purchases. Gallagher serves many business, agricultural and recreational markets with our products but the rural lifestyle market is our fastest grow- ing segment. We've found people in rural communities are extremely safety conscious and demand top qual- ity products. Their busy sched- ules mean they don't have a lot of time for maintenance so performance and reliability tend to be extremely impor- tant to them when they make their buying decisions. We've designed and engineered our power fence products to meet those requirements. A major advantage of the engi- neering we've put into our power fences is ease of construction. Build- ing one usually doesn't require the added expense of hiring a contractor. It can be a family project requiring just a few hours for short lengths and longer fencing runs are often just a weekend project. We use two highly effective com- munication methods to reach our market. First is a series of print ads placed with magazines that serve the rural lifestyle. It's an effective way to reach our customers where they live and build a brand image that they trust and appreciate. The second communication method, and the best way to commu- nicate the advantages of Gallagher Fences, is through hands-on demon- strations. Our territory managers, highly-qualified experts with years of practical experience, spend a great deal of time hosting field days and fencing demonstrations, showing people how easy it is to build a power fence and explaining the best options for each individual application. AM IMPORTANT CONSUMER/continued from page 20 Quinn
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