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Agrimarketing : November December 2012
48 Agri Marketing November/December 2012 with their customers. To do that they have to be relevant to where each customer is at in the lifecycle. How you speak to a prospect should be very different than how you speak to a loyal customer or an advocate of your brand. The power of online engagement is that it can allow you to customize your messaging more easily and make changes as a customer relationship evolves. The web key is simply a new tool to help drive the customer online is an easy and measureable way. What you do to engage that customer once they arrive to your landing page or micro site is where strategy and content management come together to make an emotional connection engaging the individual in a relevant and meaningful dialogue. It is an ongoing dialogue that hopefully contributes to the lifetime value of that customer. PRODUCER-REAILER LINK by Jim Bartelson, Sr. VP & GM --- Database Strategies Division, Farm Journal Media What is it that makes precision marketing successful? Is it the creative? The copy? Timed well? Or, maybe it is the curiosity factor inspired by the unique, direct mail piece? Most marketers would suggest it is all of this, in combination with the data driving every decision behind the one-to-one program from its onset. One example of a game-changing data application is Farm Journal's new, proprietary "Producer-Retailer Links" file. For more than 130,000 farms, we have identified their primary ag-chem retailer. These growers now represent close to 50% of the total corn acres and 40% of the total soybean acres in the U.S. --- and the data file is increasing Armed with this data, savvy marketers can use this information to, for example, precisely customize mailed incentives. When a producer redeems his coded incentive piece to the retailer, it can be tracked, recorded and later analyzed with channel sales data to measure the campaign's effectiveness. Some Farm Journal data clients, however, already know the grower/retailer buying relationship from point-of-sale transactions. In those instances, we can analyze our FarmReach database to identify the key prospects who are also buying from the same retailer locations. This empowers manufacturers to develop and execute a media & one- to-one campaign, targeted at those prospects. Thereafter, the retailers' expert staff can follow up, via phone --- to close sales. And, in the situations where a sale can't be closed, the retailer can gather and record the reasons why the producer will remain loyal to his current products. To date, Farm Journal data customers have reported two important findings from their use of the "Producer-Retailer Links" file: • Campaign effectiveness and efficiency have improved. • Campaign results and outcomes are, themselves, yielding additional data about their customers' and/or their prospects' behaviors, preferences, and actions. The retailer-producer link is captured through Farm Journal's multichannel communications with producers, including year-round mail, e-mail and phone surveys. This data point is available for license, list rental, or data append to client- supplied records, and can even be used to target print ads in Farm Journal publications. Full grower and retailer contact information along with base grower farm demographics can also be supplied. In addition to the "Producer- Retailer Link" file, Farm Journal's data team is using research and analytics to further increase visibility into the ag-input supply-chain. In so doing, we will equip marketers and sales professionals with improved market intelligence for precision targeting, increased campaign efficiency, and customer insights. Farm Journal's multisource agricultural database is marketed under the FarmReach brand. Clients can select from over 100 points of crop, livestock, demographic and psychographic data. FarmReach is the most current, accurate and relevant ag database, representing over 2 million U.S. farms and roughly 1.4 million land owners, owner/operators and operators associated with those farms. Under FarmReach, the company also licenses organic growers, retailers, ag applicators, California producers, Pro Farmer Midwest Crop Tour data, crop insurance agencies and other data sets. DATA-DRIVEN CUSTOMER ENGAGEMENT by Hylon Kaufmann, VP/Sales & Business Development, Farm Market iD The right data and marketing tools dramatically increase customer engagement for any agri-marketing business. A key driver for marketing campaigns is fact-based data that is easily used by every marketing team member. With so much information coming into an organization via web forms, inbound and outbound phone calls, direct mail, e-mail, and now social media channels, many companies are struggling with the management and analysis of their data. Common obstacles range from data being in siloes by division or office to database systems requiring constant IT support for queries and reporting. Fortunately, there is a solution! Farm Market iD's 3D Database and Campaign Management is our response to this dilemma agri-marketers face every day. 3D is a database management and campaign technology platform eliminating complicated systems requiring constant IT team support. Of course, as with every effective marketing database platform, the 3D process starts with the consolidation and hygiene of customer data. Key information from the DIRECT MARKETING/continued from page 47 Kaufmann Bartelson
Marketing Services Guide 2013