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Agrimarketing : April 2008
founder. And when the opportunity presented itself --- their previous agency filed for bankruptcy --- I was probably one of the first ones to call on KINZE." Addressing KINZE's major mar- keting communications activities, Flynn says, "No question about it. Print has been the mainstay of the KINZE marketing communications for years. It still is today and it's sup- ported, in part, by the vast majority of KINZE dealers throughout the country. Looking forward, Flynn says, "We're starting to earmark a larger percentage of the advertising budget towards Internet marketing activi- ties. Percentage-wise, I see this increasing in the years ahead, espe- cially due to the increased access and use of high-speed Internet by larger farm operators. He says they have also been doing more targeted direct mail cam- paigns. He cites the consolidation of row crop farming operations into the hands of larger opera- tors, particularly those producers who are planting more and more acres while still trying to accomplish it within a very tight timeframe. He says the company is also becoming much more pro-active and aggressive in event marketing and public relations activities via cus- tomers days, dealer sales meetings, and at a few of the major farm shows. "KINZE dealers are also eligible to run additional co-op ad programs on their own with a wide spectrum of media," Flynn reports. "We pro- duce all of the ad material content for that program." LOOKING AHEAD "This looks to be our best year ever," McKown reports. "Our organization had some challenges with a booming agricultural market and the release of several new products, but all departments worked together to meet the rising demand, especially throughout the late fall and into the first of the year when sales began exceeding expectations." He says, "It is becoming a lot more challenging to forecast sales. We are seeing buying habits chang- ing with farms becoming larger and larger and run more as a business than a family farm. Purchase deci- sions are more and more financially driven rather than personal choice. The result of this is a shorter sales cycle with less predictability." In these uncertain markets, how does one go about scheduling pro- duction? "Our sales force closely monitors dealer inventories and sales activities all the while reviewing our availabil- ity, and maintain an open line of com- munication with our Production Con- trol group," McKown says. "We are working very hard to be able to react to a dynamic demand throughout the year. As we continue to grow, flexibil- ity will be vital to our success." The company is now in the process of introducing the next gen- eration of technology to hit the mar- ket: precision planters. "The all-new KINZE Vision sys- tem utilizes a full-color, touch screen display to manage KINZE's electronic seed monitoring," Veatch explains. "It also includes our all-new variable- rate hydraulic drive system and air- actuated, single row clutches for manual or GPS auto swath control." The control system was devel- oped in partnership with Ag Leader Technology. It's innovations like these that will solidify KINZE as a leader in the farm equipment industry for years to come. AM FEATURE STORY/continued from page 31 April 2008 AgriMarketing 33 ABOUT KINZE MANUFACTURING 1965 KINZE Welding founded. Develops the first auger- unloading wagon. 1968 Custom fabricates three- wheel, high-floatation fertil- izer and crop protection applicators. 1971 Develops two-wheel auger wagon. Develops high- clearance, hydraulically adjustable moldboard plow which is subsequently licensed to DMI. 1975 Develops Rear Fold planter. 1976 Company moved to its current location near Williamsburg, IA. 1978 Constructs KINZE signa featuring blue grain cart. 1982 All KINZE equipment is painted blue. 1988 Forms KINZE Power Prod- ucts to re-power John Deere tractor engines. 1990 Introduces Brush-Type Seed Meter as an alternative to air/vacuum metering systems for soybeans. Throughout the '90s and 2000s: introduced continual improvements and broadened its planter product line. 2002 Display of vertical planter pulled by green and red tractor constructed. 2007 Company is awarded its 31st patent. Jon Kinzenbaw, alone, receives half of them. Opens new training facility. AM SELECTING A COLOR In 1982 KINZE started to paint all of its equipment blue. Prior to that, only its grain wagons were. Why blue? "It was my mother 's favorite color," Kinzenbaw says. AM Brian McKown and Susanne Veatch at a display of the company's latest technology: KINZE's Vision system in its new training center.
May 2008 Supplement