Download Lecture

Promotions
Chapter 4
Promotions
• Promotions add value to the advertising dollar
• Promotes a product in combination with or
without using traditional advertising
Broadcasters
• Many farm broadcasters have developed
unique ideas for farm promotions
• Opportunities include events like May Beef
Month or National Ag Week
• Examples:
– special sponsored news reports
– remotes featuring area farmers
– farm lunch promotions during spring planting
WNAX/Northland Ford Truck Giveaway
WNAX (Yankton, SD)
• Annual WNAX/Northland Ford Truck Giveaway.
• The Northland Ford dealers provide a new pickup
in return for a set amount of promotional plugs.
• Sept. – Jan. we sell remote broadcasts businesses
in which listeners can sign up to win
• Those finalists must attend our live final giveaway
at the Dakota Farm Show
Harvest Lunch
Red River Farm Network (Minnesota and North Dakota)
• We deliver lunch to the field (spring planting, fall harvest)
twice a week for five weeks
• Invite farmers to call in and register with our receptionist.
Lunch is provided by Subway.
• Monday and Wednesday mornings (7:30 a.m.) we draw a
name, call and get a winner.
• Tuesday and Thursdays we deliver the lunch to them at the
field (or their farmstead).
• Sponsors were Farm Credit Services and Subway. Farm
Credit Services often had a FCS officer join us in the field.
• This promotion generated excellent revenue, prize cost was
very modest and the PR value exceptional.
Co-op Advertising
• Share the cost of advertising with a manufacturer,
supplier, wholesaler or distributor and your business
• Manufacturer pays for part of your advertisement
• Helps offset the costs of advertising while still
adequately promoting the business
Co-op Advertising
• In exchange for paying for a portion of the ad,
the manufacturer requires the ad to mention
its product or business
• Supplier usually has restrictions on certain
words or phrases that must be included
• Example: a grocery store advertises a certain
brand of food
Benefits of Co-op Advertising
• Lucrative for business owners because it
allows them to reduce the cost of advertising
• Manufacturer’s or supplier’s product is being
promoted even more
• Supplier or manufacturer will guide you
through the process and usually has form to
complete