The ZimmCast series of interviews with agricultural marketing agency leadership continues with my conversation with Greg Nickerson, President, Bader Rutter. He says it is an exciting time for the agency with 2010 being a “very good year.”

By a very good year he means that they’re on track for double digit growth. The agency has 170 employees and has diversified from its agricultural client base. The things that differentiate them from other agencies he says include having a dedicated brand strategy group who do nothing else and they have built out a substantial digital offering to their clients by bringing in people who have digital experience.

Before I spoke with Greg he was in a meeting to discuss the proliferation of media channels. This is an area that the industry is having to come to grips with and Greg says there is a real premium to “understanding exactly what your brand means, coming up with very concise messaging and then delivering that very consistently across all of this spectrum of media.” When it comes to marketing Bader Rutter Greg says they’ve long had someone completely dedicated to business development. As he puts it, “If it’s everybody’s job, then it’s nobody’s job.” Social media and their website have also been very important. In fact, they have a client that came to them solely through their social media channels. But he says, business is still won and lost through relationships and trust!

Please enjoy this week’s program and learn what Greg’s outlook on the future holds: ZimmCast 280 - Interview with Greg Nickerson

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This week’s program ends with some fun music from Music Alley. It’s a song titled, “Cadillac” by Sharp Tooth Benny. I hope you enjoy it and thank you for listening.

Thanks to our ZimmCast sponsors, Novus International, and Leica Geosytems for their support.

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