my, my, my … how things have changed. national ad rates no more than 10% higher than 20 years ago...

My, My, My …How Things Have

Changed

My, My, My …How Things Have

Changed

National Ad RatesNational Ad Rates•No more than 10% higher than 20 years ago

•Yet cost of living has increased 85%

•No more than 10% higher than 20 years ago

•Yet cost of living has increased 85%

Source: U.S. Department of Source: U.S. Department of LaborLabor

For ExampleFor Example

•1986 - $5580

•2006 - $4414

•1986 - $5580

•2006 - $4414

Indicator of ChangeIndicator of Change•Chaos in advertising and marketing communication

•Media is fragmented

•Customer base? Disenfranchised.

•Chaos in advertising and marketing communication

•Media is fragmented

•Customer base? Disenfranchised.

So Many More ChoicesSo 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

•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 ChoicesSo Many More Choices

•Ag radio – still here

•Ag TV – growing

•Database marketing/direct mail

• Internet - web-based advertising - becoming first choice for information

•Ag radio – still here

•Ag TV – growing

•Database marketing/direct mail

• Internet - web-based advertising - becoming first choice for information

Web-Centric Communications

Web-Centric Communications

•Blogging

•Broadcast email

•Google ads

•Discussion boards

•Uploading/downloading

•Blogging

•Broadcast email

•Google ads

•Discussion boards

•Uploading/downloading

The World Is FlatThe World Is Flat

•We are all linked

•Not in traditional sense

•The community, not the marketer defines us and our brand

•We are all linked

•Not in traditional sense

•The community, not the marketer defines us and our brand

Relationship MarketingRelationship Marketing

•Still “the king”

•Trade shows? Big business!

•Corporate sponsored seminars

•Customer tours

•Telemarketing

•Still “the king”

•Trade shows? Big business!

•Corporate sponsored seminars

•Customer tours

•Telemarketing

•Event Marketing

•Public Relations

•“Viral” Marketing

•Word-of-Mouth

•Ad infinitum

•Event Marketing

•Public Relations

•“Viral” Marketing

•Word-of-Mouth

•Ad infinitum

CLUTTER!!!!!!!!!CLUTTER!!!!!!!!!

•It’s everywhere

•It is INESCAPABLE

•It’s everywhere

•It is INESCAPABLE

One Example: NASCAR®One Example: NASCAR®

•Count the sponsors on his uniform!

•Count the sponsors on his uniform!

It’s EverywhereIt’s Everywhere

TV “Views”TV “Views”

Nothing Is SacredNothing Is Sacred

Tired, Bored, DisinterestedTired, Bored, Disinterested

ConnectivityConnectivity•All about the numbers

•Not the quality

•Relationships

•You have to cover “the basics”

•All about the numbers

•Not the quality

•Relationships

•You have to cover “the basics”

Think SmallerCloser To HomeThink 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?

•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 SmallerCloser To HomeThink 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

•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 SmallerCloser To HomeThink Smaller

Closer To Home

•The most effective CRM tool

•Outperforms ad programs

•Small and powerful

•The most effective CRM tool

•Outperforms ad programs

•Small and powerful

Think SmallerCloser To HomeThink 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

•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

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?

•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

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

•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

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

•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 OnlineBe Online

•How current is your website?

•Is it still relevant?

•Becoming the first place farmers go to learn about products and companies

•How current is your website?

•Is it still relevant?

•Becoming the first place farmers go to learn about products and companies

Be OnlineBe Online

•Check other major ag websites

•Discussion boards

•Browse

•Respond

•Check other major ag websites

•Discussion boards

•Browse

•Respond

Think DifferentlyThink Differently

Think DifferentlyThink Differently

Think DifferentlyThink Differently•Clean, professional product design and decaling

•Same holds true for support equipment (trucks, semis, pickups)

•Clean, professional product design and decaling

•Same holds true for support equipment (trucks, semis, pickups)

Tell Your Own StoryTell 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

•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

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

•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 ProductStart Telling Your Story

Quit Selling Your ProductStart Telling Your Story

•Stories don’t sell – they differentiate

•Stories don’t sell – they differentiate

What Are You Doing To Differentiate Your Product Or

Service?

What Are You Doing To Differentiate Your Product Or

Service?

Sometimes It’s EasySometimes 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

•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 NotSometimes 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

•Find the right niche

•Vermeer Rebel hay balers for sundowners and part timers

•For others – how you package and support your product

Apple - MacintoshApple - Macintosh

QuickTime™ and aH.264 decompressor

are needed to see this picture.

HyundaiHyundai

QuickTime™ and a decompressor

are needed to see this picture.