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Agrimarketing : March 2008
SUCCESSFUL PROGRAMS/continued from page 27 28 AgriMarketing March 2008 their city cousins, but there are a few differences. For instance, rural lifestylers appear to be heavy Internet users. They take advantage of the conve- nience of on-line shopping, and they do a lot of online research in prepa- ration for major purchases, such as compact tractors, mowers, trailers, ATVs, and utility vehicles. Our clients' dealers report that cus- tomers come to them well informed, having done a lot of homework online to compare brands and make educated buying decisions. They also seek a lot of how-to advice via the Internet. Communicating with this audi- ence is both an opportunity and a challenge. The opportunity exists in communicating with an audience that is hungry for new ideas and information, and usually not pre-dis- posed to a traditional brand. The challenge comes in reaching this audience efficiently from a media perspective, given the size of the market. Our Media Dir, Kristi Moss, says that typical consumer media options are too broad, and traditional ag media options are too narrow to reach this audience most efficiently. According to Moss, "There's a lot of waste in broad consumer media and not enough reach of the target audience with ag media. As a result, we seek media options that are between the two. Tar- getingC&D counties is one method we use. Pub- lications are doing a much better job of providing research specific to the Rural Lifestyle audience; we didn't see that a few years ago. "Traditional farm radio stations are now offering specific program- ming geared to the interests of rural lifestylers. RFD Television has an excellent reach of the audience, along with programming that is building audience numbers. "Media is evolving as more and more marketers discover the poten- tial buying power of the rural lifestyle market. But at the end of the day, reach of the audience is still the most important consideration." The most effective messaging demonstrates how your product or service can help the target realize their country living dream. Show that you understand their unique lifestyle situation; that your product is the solution to their special needs. It's also effective to communicate how you can help them accomplish a goal or task. There's a lot of pride that comes with making their special country place even better. It seems they all have a next project in mind. AM Missouri's #1 Station, according to AMR Janet Adkison • Mike Jewell • Miles Carter 0 10 20 30 40 50 AgriTalk KFEQ KDRO KTTN KRES KMMO Brownfield KMZU Listen live at www.KMZU.com 660/542-0404 102 North Mason • Carrollton, MO 64633 • www.KMZU.com For more information contact: Miles Carter (milesc@KMZU.com) 2006 Ag Media Research AQHS 5A-7P Caldwell, Carroll, Chariton, Cooper, Daviess, Grundy, Howard, Johnson, Lafayette, Linn, Livingston Macon, Pettis, Randolph, Ray, Saline, and Sullivan Counties.
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