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My, My, My … How Things Have Changed National Ad Rates • No more than 10% higher than 20 years ago • Yet cost of living has increased Source: U.S. Department of Labor 85% For Example •1986 - $5580 •2006 - $4414 Indicator of Change • Chaos in advertising and marketing communication • Media is fragmented • Customer base? Disenfranchised. So Many More Choices • Most if not all of the farm pubs of 20 years ago are still with us today • Even in the face of a shrinking market So Many More Choices • Ag radio – still here • Ag TV – growing • Database marketing/direct mail • Internet - web-based advertising - becoming first choice for information Web-Centric Communications • Blogging • Broadcast email • Google ads • Discussion boards • Uploading/downloading The World Is Flat • We are all linked • Not in traditional sense • The community, not the marketer defines us and our brand Relationship Marketing • Still “the king” •Event Marketing • Trade shows? Big business! •Public Relations • Corporate sponsored seminars • Customer tours • Telemarketing •“Viral” Marketing •Word-of-Mouth •Ad infinitum CLUTTER!!!!!!!!! •It’s everywhere •It is INESCAPABLE One Example: •Count the sponsors on his uniform! ® NASCAR It’s Everywhere TV “Views” Nothing Is Sacred Tired, Bored, Disinterested Connectivity • All about the numbers • Not the quality • Relationships • You have to cover “the basics” Think Smaller Closer To Home • Most important customer? Your dealer! • 10-20% Account for 80% of your sales • What kind of relationship do you have with them? • How are you keeping the focused on your products and services? • What kind of sales and service training do you offer and – is it any good? Think Smaller Closer To Home • Most valuable circulation base is your own customer database • Current customers who believe in your product • People interested enough to inquire • Thought leaders and early adopters Think Smaller Closer To Home • The most effective CRM tool • Outperforms ad programs • Small and powerful Think Smaller Closer To Home • It’s called the “Thank You” note • Personally handwritten and addressed • Especially true even if you didn’t get the business Tool Up, Make Changes, Execute • What marketing communication strategies, tools or support do you provide dealers? • Satisfied with your lineup of literature, CDs, DVDs, website? • Tracking and supporting things the dealers do? Tool Up, Make Changes, Execute • How are you motivating your own corporate sales force? • Providing them with the tools they need? • If results are not there are you willing to make changes? • Implementing change is stressful Tool Up, Make Changes, Execute • Have you noticed the “majors” have been trimming dealer numbers? • The “lean” process also applies to distribution • Key to success is consistent effort to listen and respond to wants and needs of the marketplace Be Online • How current is your website? • Is it still relevant? • Becoming the first place farmers go to learn about products and companies Be Online • Check other major ag websites • Discussion boards • Browse • Respond Think Differently Think Differently Think Differently • Clean, professional product design and decaling • Same holds true for support equipment (trucks, semis, pickups) Tell Your Own Story • Write your own articles • So many magazines - so few editors • Ag media is always hungry for a good story • Don’t make it self-serving • Write a story that serves the audience Change Your Attitude On Marketing • Everything you have and everything you do makes a statement about your company • Literature • Handouts • Website • Hats • Mugs • Tradeshow booth • Sales reps and dealers Quit Selling Your Product Start Telling Your Story •Stories don’t sell – they differentiate What Are You Doing To Differentiate Your Product Or Service? Sometimes It’s Easy • Monsanto’s Roundup Ready Beans • Kinze Twin-Line Planters • AgLeader’s Insight Yield Monitors • Trimble’s EZ-Steer System • New and innovative products • Benefits are easily seen Sometimes It’s Not • Find the right niche • Vermeer Rebel hay balers for sundowners and part timers • For others – how you package and support your product Apple - Macintosh QuickTime™ and a H.264 decompressor are needed to see this picture. Hyundai QuickTime™ and a decompressor are needed to see this picture.
