B2B Finding Success With Emerging Media

Chuck Zimmerman

eMarketer GraphicThere’s a great article on eMarketer today that anyone involved in agricultural marketing ought to take a look at. No, they don’t use the word “farmers” but when we’re talking business to business what else is agribusiness to farmers? They point to several studies for those of you looking for justification information.

Guideline asked B2B and B2C marketers to rate the effectiveness of various online marketing tactics. Almost all marketers surveyed used some form of social media. However, business marketers reported more success with podcasts (21% of B2B vs. 13% of B2C listed podcasts as “effective”), blogs (17% vs. 6%) and RSS feeds (14% vs. 11%).

“In 2008, B2B marketers will increase spending on the most effective tactics first—developing their company site, e-mail, webinars and search engine marketing,” said Lisa Phillips, senior analyst at eMarketer. “However, these marketers are ready to experiment more broadly with social media.”

Uncategorized

Saved By The Bud

Chuck Zimmerman

Flower BudsFlower farmers rejoice. There’s now a website which will help more guys make better buying decisions just in time for Valentine’s Day.

Savedbythebud.com is a free site that combines information, illustrations, Flash video demos, common sense and some wit to show why flowers should be major weapons in any man’s struggle to win the affections of the opposite sex. It was created by the Netherlands Flower Bulb Information Center (NFBIC), in Danby, Vt.

The site shows the type of guy who might normally discount flower power exactly why and how he should use nature’s chick magnets to his advantage. The idea is backed up by science.

According to recent research by Rutgers University scientists, women not only like flowers, they’re physically and positively affected by a gift of flowers and the effects linger for days.

So there you have it guys. Go get some flowers.

Ag Groups

Lyle Orwig Congrats NAMA

Chuck Zimmerman

Young Lyle OrwigTo see what Lyle Orwig looks like today you can visit CongratsNAMA.com. I just happened to stumble across it this morning. NAMA turned 50 in ’07 and Charleston|Orwig created a special site to commemorate it.

I especially like the comparisons of 1957 to 2007 like the fact that Lyle had to watch the first episode of “Leave It To Beaver” in black and white while dreaming about one day owning an HD Plasma.

The comparison of movies is pretty good to with the speculation that Lyle might have voiced three of the minor characters in “Shrek The Third.”

Agencies

Why Not YouTube Your Announcement

Chuck Zimmerman

I’m not going to get all political on you here, just using this YouTube video as an example of how to use new media. Our Missouri Governor Matt Blunt made a very major announcement yesterday afternoon that he would not be running for re-election to a second term. No other hints or allegations and it has surprised a lot of people. But after making that announcement on YouTube he’s created some great buzz.

Put on your new media hat for a minute and think about how you announce a new product or service. You send out a press release, maybe you hold a press conference and of course you promote it in your trade show booth. What if your President or CEO made a simple, personal statement and even demonstrated it on a video clip that’s uploaded to YouTube? Got courage enough to try?

I just looked at my YouTube account and the 111 video clips I’ve uploaded have been collectively viewed over 172,000 times. One of the video clips on the John Deere product introduction last year has been viewed over 15,000 times. How many times have the video clips you only put on your website been viewed/downloaded?

By the way, as of this posting the video has been viewed over 7,000 times and 3,700 times (posted twice for some reason) since it was posted late yesterday afternoon.

Video

Zimfo Bytes

Melissa Sandfort

    Zimfo Bytes

  • The Institute of Barley and Malt Sciences announces its first barley day titled Barley Production and Management for Profit to be held on Monday, Jan. 28 at Holiday Inn in Minot North Dakota. Registration for the event will begin at 8:30 am with the program beginning at 9 am. Presentations from research and extension personnel and domestic and international marketing experts from North Dakota, Minnesota, Montana and Canada will cover current recommendations for production and marketing of barley. Registration is requested by contacting Karen Hertsgaard 701-793-1146 or karen.hertsgaard@ndsu.edu.
  • AgraGate Climate Credits Corporation enters the New Year on a wave of momentum as the carbon credits aggregator begins to realize results from its expanded distribution network. AgraGate now has contracted for more than 3.4 million carbon credits with farmers, ranchers and private forest owners. In addition, two independent companies also have linked with AgraGate as contract facilitators: Carbon South, LLC, a unit of Grafton Ag Management of Oxford, Mississippi, and Land Stewards, LLC, of Marion, Ohio.
  • Reminder: The Chicago Farmers will be hosting its Annual Farmland Investment Fair 2008 at the new Joliet Junior College Weitendorf Agriculture Education Center on Saturday, Feb. 2, 2008. The registration fee to attend is only $50 per person and includes lunch. Click here for complete information and to register.
  • The National Pork Industry Forum will be held March 6-8, 2008 in St. Louis, Mo. at the Adam’s Mark Hotel. Click here for information on hotels, schedules and registration. Deadline for making reservations at the hotel is Feb. 5.
Zimfo Bytes

Sit On A Soybean Seat

Chuck Zimmerman

Soyfoam SeatSitting on a soybean seat is what farmers may be doing soon.

Farmers could soon bring in the harvest using equipment made with their own crops, thanks to collaboration between Ford and John Deere, the world’s leading manufacturer of agricultural equipment. The two companies have agreed that Deere will further develop and manufacture Ford’s soy-based flexible foam for seating materials in tractors, riding mowers and other equipment.

Ford first introduced soy-based polyol to the auto industry in the seat backs and seat cushions of the 2008 Ford Mustang. The 2008 Ford F-150, Expedition and Lincoln Navigator now also feature this eco-friendly technology, with the next application coming on the 2009 Ford Escape. Meanwhile, Deere has used soy-based products for body panels on some farm equipment. Ford will work with John Deere and its seat supplier, Sears Manufacturing Company, to bring this greener alternative to traditional seat foam to fields and even backyards nationwide.

Ford is working closely with the United Soybean Board to bring soy foam to the automotive market. The company is using 2.2 million pounds of soy foam in the 2008 Mustang alone. Just based on that application, this green alternative is on track to deliver a carbon dioxide reduction of 605,000 pounds annually.

With more than 3 billion bushels of soy harvested in the U.S. each year, at a 20 percent soy foam inclusion rate, Ford could potentially use up to 844,000 bushels of soy throughout its product lineup annually.


Thanks to Ford and Lear Corporation for the image.

Soybean, USB

New Website For Certified Hereford Beef

Chuck Zimmerman

Certified Hereford Beef WebsiteIf you like Certified Hereford Beef then you’ll want to check out the new website for their customers.

Certified Hereford Beef® (CHB) LLC has re-launched a customer-focused Web site, www.herefordbeef.net . This new Web site is equipped with upgraded navigation software to make it more user-friendly for CHBs three publics, consumers, customers (retail/foodservice) and producers.

HerefordBeef.net provides users an opportunity to locate where they can purchase CHB product at both the retail and foodservice level as well as being able to find distributors in their region. “This Web site is a key marketing tool for CHB and allows us to reach each of our key audiences with a fresh look at our quality CHB product,” says Arden Gremmert, Certified Hereford Beef General Manager. “The new site not only tells visitors where they can purchase our product in their home state in supermarkets or restaurants, it offers them recipes, nutritional information, smart shopping techniques and other tips that help them better enjoy the great taste of Certified Hereford Beef.”

Ag Groups, Beef, Internet

Blog Usage Up According To BIGresearch

Chuck Zimmerman

Big ResearchFor those of you who are always looking for new information about the use of media here’s an interesting study. Multitasking media is up according to a new SIMM study from BIGresearch.

“Technology is creating new media options faster than most people can assimilate and is causing more multitasking,” said Gary Drenik, President of BIGresearch. “Unfortunately for marketers faced with the challenges of an uncertain economy and the need to increase marketing ROI, new media options are impacting how consumers use traditional media. Specifically, TV’s influence on consumers to purchase products declined, whereas new media options such as web radio, satellite radio, instant messaging and blogging all increased. Consumers seem to be seeking information from digital platforms while TV has traditionally been viewed as a brand building medium, which isn’t providing the requisite information,” said Drenik.

This is great information and I hope no one thinks farmers are any different than the general public any more. Ask some farmers you know if they do this and see what you find out.

This does not mean all traditional media are declining in influence. Media that can target, be timely, and deliver value to consumers, such as coupons/direct mail, radio, yellow pages, newspapers and newspaper inserts all increased in influence to purchase as consumers are looking to stretch budgets in a slowing economy.

I think this list of key findings is fascinating:

  • Regular simultaneous media consumption for online, newspapers, magazines, radio, TV and direct mail is up from 1% to 35%, depending on the medium.
  • Channel surfing remains the #1 regular activity engaged in during TV commercials with 41.2% doing so followed by:
    33.5% talk with others in the room or by phone
    30.2% mentally tune out
    5.5% regularly fully attend to commercials
  • In SIMM 11, eating continues to be the #1 activity people engage in while using media followed by doing housework, doing laundry, cooking and talking on phone.
  • Top simultaneous media used when reading a newspaper are: watch TV, listen to the radio and go online.
  • For people listening to radio, other media simultaneously used are (top 3): engage in other activities, go online and read the newspaper.
    Web radio usage is up in all dayparts.
  • Cable is where most TV viewing takes place.
  • Dayparts which had highest number of media types increase usage over SIMM 10 – 1:00 am to 6:00 am, Noon to 4:30 pm, 4:30 pm to 7:30 pm, 7:30 pm to 11:00 pm and 10:00 am to Noon.
  • Top 3 In-Store Promotions for influence of purchasing a product: Product Samples, Shelf Coupons and Special Displays.
  • Top 3 Media for triggering an online search: Magazines, Reading an article on the product and TV.
  • Blogging increases in all dayparts.

Uncategorized

Tricia Falter Burkhardt Promoted

Chuck Zimmerman

Tricia Falter BurkhardtTricia here has been promoted at Morgan & Myers to Senior Associate.

“Tricia excels at understanding the clients’ needs and implementing communication strategies to help them meet their business goals,” says Janine Whipps, principal. “During the past year, her project management and digital communications skills have benefited the clients she serves, including Novartis Animal Health and Kruger Seeds.”

Working out of the firm’s Waterloo office, Burkhardt joined Morgan&Myers in 2005 after serving as the communications and outreach coordinator for the Missouri Farmers Union. She has a bachelor’s degree in agricultural journalism and animal science from the University of Missouri-Columbia. She currently is a board member of the Marketing, Advertising & Communication Professionals of Northeast Iowa.

Agencies

Agronomy Up Front University

Chuck Zimmerman

Agronomy Up Front UniversityIf you’d like to go back to college then Golden Harvest is giving growers the opportunity with Agronomy Up Front University.

Growers will have the opportunity to explore new concepts geared towards increasing profit potential from research conducted by Golden Harvest’s unique Agronomy Up Front research program. They will also be able to choose the sessions that will benefit their operation the most:

• Measuring Seed-Applied Insecticide Performance in Soybeans
• Maximizing Yield & Returns with Continuous Corn
• Weed Control Goals: Cost vs. Control vs. Maximizing Yield & Returns
• Utilizing Fungicides and Insecticides as a Tool in Soybeans
• Tools of the Future: Corn Technology Traits on the Horizon
• Fine Tuning Corn: Foliar Fungicide & Disease Management
• Soybean Goal Management: Increased Yield or Increased Returns
• Increasing Future Ethanol Profits Through Management Strategies
• Consistent Corn Silage (Dubuque only)
• Managing Your Corn Acres: Getting All the Small Things Right!
– Population
– Planting Date
– Managing High Soil pH Areas

Research agronomists will be on-hand to talk about the Agronomy Up Front practical research results and how they can help producers deliver higher yields, improve their operations and make better business decisions.

Agribusiness