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Agrimarketing : July August 2008
32 AgriMarketing ¦ July/August 2008 constant change. First, we have the evolution and expansion of new media. Mix in changing audiences that are consolidating and getting bigger, weather and market situa- tions that are affecting their deci- sions and their different media avail- ability and usage habits. Then throw in the fact that our clients are chang- ing and busier than ever. We have to accommodate all of that.” As a result, Christen says, “Clients are expecting more from us, so we are expecting more from you, the media.” She says there are four areas on which media should focus: Understand clients’ needs. “We work for our clients and make deci- sions that are based in their best inter- est,” Christen says. “We have become the primary point of contact for media representatives. Unfortunate- ly, we have less time for this and the discussions are much more compli- cated than in the past. She says the agency will share as much information as it can, but much of it is confidential and cannot be dis- cussed. Sometimes, deadlines may seem to be unreasonable, but, because of the agricultural market- place the course can change quickly. Understand the audience. “We expect media to supply us with veri- fiable data, including usage habits and their audiences’ information needs,” she says. “Also, we like to be brought ideas that have worked in our industries which have direct application to the ag market.” Offer customized ideas. She says the agency is always looking for new ideas and that media should be offer- ing new opportunities. “Media should be aware that advertising is not just about aware- ness anymore,” Christen says. “It now includes driving traffic to a Web site or dealer and helping make direct connections.” Multiple points of contact. Chris- ten reports that ag producer use mul- tiple resources to make decisions. “That includes different sources dur- ing the different stages of the consid- eration/purchase process,” she explains. “And, they use different sources during various times of the year. The Internet has changed how people find information.” The best proposals she reviews, are those that include marketing activities via multiple vehicles. Stay flexible. “Changes, invari- ably, always happens,” she con- cludes. “Timelines, objectives, and budgets are always under review. So, ideas are rarely executed the way they are presented. So, the formation of in-depth partnerships may be the best option for all parties.” AM Remember running to the mailbox, anticipating what the day might bring? That sense of excitement and curiosity is still there. At home and at work, people still watch for the mail to arrive. That’s why mail surveys thrive! They get through the clutter and are opened. And when you work with someone who knows mail surveys like we do, they get response. The next time you need a mail survey, or wonder if it might be a good method for your project, let us know. Readex Research and mail surveys. We work together. Call 800.873.2339 or visit www.readexresearch.com Mail Surveys...They Still Work (continued from page 31)
CAMA 2008 Canada