My, My, My

1
My, My, My How Things Have Changed
2
National Ad Rates

• No more than 10 higher than 20 years ago
• Yet cost of living has increased 85

Source U.S. Department of Labor
3
For Example

• 1986 - 5580
• 2006 - 4414

4
Indicator of Change

• Chaos in advertising and marketing communication
• Media is fragmented
• Customer base? Disenfranchised.

5
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

6
So Many More Choices

• Ag radio still here
• Ag TV growing
• Database marketing/direct mail
• Internet - web-based advertising - becoming first
  choice for information

7
Web-Centric Communications

• Blogging
• Broadcast email
• Google ads
• Discussion boards
• Uploading/downloading

8
The World Is Flat

• We are all linked
• Not in traditional sense
• The community, not the marketer defines us and
  our brand

9
Relationship Marketing

• Event Marketing
• Public Relations
• Viral Marketing
• Word-of-Mouth
• Ad infinitum

• Still the king
• Trade shows? Big business!
• Corporate sponsored seminars
• Customer tours
• Telemarketing

10
CLUTTER!!!!!!!!!

• Its everywhere
• It is INESCAPABLE

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One Example NASCAR

• Count the sponsors on his uniform!

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Its Everywhere
13
TV Views
14
Nothing Is Sacred
15
Tired, Bored, Disinterested
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Connectivity

• All about the numbers
• Not the quality
• Relationships
• You have to cover the basics

17
Think SmallerCloser 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?

18
Think SmallerCloser 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

19
Think SmallerCloser To Home

• The most effective CRM tool
• Outperforms ad programs
• Small and powerful

20
Think SmallerCloser To Home

• Its called the Thank You note
• Personally handwritten and addressed
• Especially true even if you didnt get the
  business

21
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?

22
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

23
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

24
Be Online

• How current is your website?
• Is it still relevant?
• Becoming the first place farmers go to learn
  about products and companies

25
Be Online

• Check other major ag websites
• Discussion boards
• Browse
• Respond

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Think Differently
27
Think Differently
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Think Differently

• Clean, professional product design and decaling
• Same holds true for support equipment (trucks,
  semis, pickups)

29
Tell Your Own Story

• Write your own articles
• So many magazines - so few editors
• Ag media is always hungry for a good story
• Dont make it self-serving
• Write a story that serves the audience

30
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

31
Quit Selling Your ProductStart Telling Your Story

• Stories dont sell they differentiate

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What Are You Doing To Differentiate Your Product
Or Service?
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Sometimes Its Easy

• Monsantos Roundup Ready Beans
• Kinze Twin-Line Planters
• AgLeaders Insight Yield Monitors
• Trimbles EZ-Steer System
• New and innovative products
• Benefits are easily seen

34
Sometimes Its Not

• Find the right niche
• Vermeer Rebel hay balers for sundowners and part
  timers
• For others how you package and support your
  product

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Apple - Macintosh
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Hyundai