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Agrimarketing : June 2008
50 AgriMarketing ¦ June 2008 Editor’s note: We invited organizations providing agri-marketers with direct/ relationship activities to share their thoughts on what’s new in the business. BECK AG www.beckag.com Purdue University research, span- ning ten years, validates that mar- keters who use facilitated dialogue via Word of Mouth Marketing expe- rience: 1) greater influence on adop- tion, 2) accelerated customer deci- sion making, and 3) improved retention of marketing messages. When I began my career in ag, the coffee shop was the prime place where dialogue occurred. Experience was shared, tips about new technologies were offered and subtle peer influence was exerted. Over the years, however, the significance of the actual coffee shop has given way to the virtual coffee shop; these days more peer dialogue and influence occurs over the phone or Internet. Dialogue-dri- ven approaches have been our bread & butter at Beck Ag for nearly 12 years. Innovative marketers realize traditional approaches aren’t enough to drive timely adoption of their offerings. “In recent years, word of mouth marketing has gained popu- larity among companies which fear that traditional advertising has lost its punch in this age of information over- load,” according to the Wall Street Journal. DIRECT CONTACT www.directcontact.com Direct Contact, Inc. (DCI) is in the business of reaching out and impact- ing agricultural decision makers in a positive way on behalf of our grow- ing number of clients in the agricul- ture industry. The one-on-one human touch has more influence and brings more results than ever before. We specialize in designing and managing projects for our clients that address specific goals and objectives unique to the client. Our seamless project management brings the most gifted, exclusive and experienced professional agricultural teams together to focus on spe- cific products, customers and geographies. Our goal and our client’s goal in every case is demand creation for products or services. The results are extremely positive, not only in year one, but in years two, three and beyond. Our role at DCI is not just to sell a service but also to bring a new and more robust level of customer satisfac- tion and loyalty. We have made thou- sands of in-person and telephone con- tacts with our client’s customers and understand the importance of product knowledge, customer empathy, pro- fessionalism and an awareness of the local agricultural climate. FARM JOURNAL Allen Moczygemba, Sr VP www.farmjournalmedia.com At Farm Journal Database Strategies, we believe that all successful direct relationship marketing campaigns begin with a common theme — access to a robust database of current demo- graphics and prospects. There are three critical attributes that make up a robust database: Currency. Simply put, the more cur- rent, or recently updated a database of agriculture producers is, the better. With the dramatic shifts in acreage patterns that have occurred the past two seasons, it’s absolutely critical for marketers to license current crop data. Comprehensiveness. The greater in- depth a database is, the more sophisti- cated a relationship marketing cam- paign can become. In addition to core data points such as crop acreage and head of livestock, we also collect criti- cal, ancillary information including attitudinal data that identifies produc- ers that are planning to expand or con- tract the size of their operation. Accuracy. At Farm Journal, we get our data directly from America’s farmers and ranchers who tell us about their operation. That way you can be sure that our demographic data is accurate and correct. FARM MARKET ID www.fmid.net Since the early 1970’s, Farm Market iD has been collecting, compiling, and managing data for agri-market- ing professionals and has the most complete and accurate farm, ranch and live- stock production information available for the ag industry and rural lifestyle market. Our database of farm operators, owner/operators and land owners is unique in that we derive our farm operation profiles using government lists, including but not limited to, USDA and State Department of Agri- culture sourced information. This is a clear advantage to agri-marketers because it is much more accurate and current than lists and information pro- vided by farm magazine providers. Unlike magazine sourced data, Farm Market iD can not only tell you the ownership make-up of a farm operation, we can tell you down to the specific field, what has been planted and the crop rotation history of each field within an operation. In addition, Farm Market iD now has the ability to use government sourced GIS data to add a visual component to our existing data offering and solutions. FARM PROGRESS www.farmprogress.com The USAgriculture Brandfile offers unequalled brand-use insight with FOCUS ON: DIRECT MARKETING SOLUTIONS FOR AGRI-MARKETERS John Finegan, CEO Thomas J. Wingate, VP Bill Pool, VP/Client Svcs
July August 2008
Canadian Agribusiness Employer Guide 08