How About Using More Internet Video

Chuck Zimmerman

The Kelsey GroupI think some of the first people I spoke to about YouTube just laughed and I think they were laughing at me and the whole idea of uploading simple little videos to an internet site that makes them public. Well read on here and see if I’m crazy. The Kelsey Group just released the results of a survey they conducted which says “59 percent of those surveyed claimed to watch online video, and more than half said they engage in some sort of response activity, such as visiting a Web site, going to a physical location or making a purchase.”

So I’m sure that the skeptic out there will say that’s not farmers. Uh, wrong. We don’t know how many farmers but I guarantee you that farmers are included because they’re people and part of the overall population. Besides, if you’re trying to reach non-farmers then I hope you’ll think that this is a new option or channel of communication for your arsenal. How about a video podcast and use YouTube as part of the distribution mechanism? And keep in mind that Apple TV will be able to stream videos from YouTube. Are you keeping up?

According to the report, production companies such as Spot Runner and TurnHere offer to produce and distribute video ads for small businesses at price points that are significantly lower than those of traditional advertising, bringing video advertising within the grasp of many small businesses for the first time. The report reasons that the value of video may be easier to comprehend for many small businesses compared with some forms of online performance-based marketing.

Additional conclusions offered in The Kelsey Group’s online video report include:
— Small-business video advertising can combine the traditional strengths of pull-based directional marketing, the Internet’s targeting capabilities, and the emotional and dramatic power of television. Given the demographics of broadband users, the online audience reached by these ads would also be well-educated, affluent and more likely to engage in pull-based content retrieval.

You can find an executive summary of their white paper on the subject online.

Internet

Healthy Canadian Animals

Chuck Zimmerman

ZimmCast-121 - Healthy Canadian AnimalsAs Canadian Animal Health Institute president says, “Healthy animals make for healthy humans.” You can hear her point of view on that in this week’s program. You can also hear a song from Ric Seaberg called “Hog Line” from the Podsafe Music Network.

Jean Szkotnicki is the president of the CAHI and in my interview with her at their annual meeting she talks about how they market to their members. One of the key ways is through events like their annual meeting where I was on the program to talk about blogging and podcasting. I asked her if she’s ready to start the CAHI blog and she said she would certainly be thinking about it.

You can download and listen to the ZimmCast here: Listen To ZimmCastZimmCast 121 (17 min MP3)

Or listen to this week’s ZimmCast right now:

zimmcast121-5-31-07.mp3

The ZimmCast is the official weekly podcast of AgWired which you can subscribe to using the link in our sidebar. You can also subscribe in iTunes.

Ag Groups, Audio, International

Cotton Seed Company Musical Chairs

Chuck Zimmerman

Monsanto It looks like Monsanto’s acquisition of Delta and Pine Land Company is making progress.

Monsanto Company announced today that it has reached an agreement with the U.S. Department of Justice (DOJ) that will allow it to complete its proposed acquisition of Delta and Pine Land Company. Under terms of the agreement, which was filed today in Federal Court in Washington, D.C., Monsanto will be required to divest certain assets including its U.S. branded cotton seed business. Monsanto plans to close its acquisition and resulting divestitures as soon as possible following the required approvals from the court and the DOJ. (Full Release)

This opens the door for another acquisition. This time from Bayer CropScience as they announce their intention to purchase Stoneville Pedigreed Seed Comapny from Monsanto.

Bayer CropScience LogoBayer CropScience announced today that it has entered into an agreement to purchase Stoneville Pedigreed Seed Company, a leading US provider of cotton seeds, from Monsanto Company for a total purchase price of US-$ 310 million (approximately EUR 230 million). The agreement was signed on May 31, 2007. This acquisition is expected to enhance the fast-growing US cotton seed business of Bayer CropScience, currently the second largest cotton seed supplier in North America. The acquisition is subject to the approval of the US competition authorities. (Full Release)

Agribusiness, Cotton

Top Marketers in Equipment Industry Recognized

Laura McNamara

The Association of Equipment Manufacturers has named the winners of its “Measures of Success” marketing awards program. Companies from across the U.S. and Canada comprise the list of winners. AEM’s Publications in Construction and Agriculture issued the awards which recognize excellence in marketing communications for the off-road equipment industry. The annual awards are also meant to stress the significant role marketing communications plays in a company’s business success.

“A special award of excellence goes to the winning entry receiving the highest score overall from the judges. The members of PICA this year voted to have this “platinum” award dedicated to publishing executive John Weatherhead of Associated Construction Publications in recognition of his longtime stewardship of the PICA group. Winning this award was Caterpillar Inc. of Peoria, Illinois with its agency Rhea & Kaiser Communications of Naperville, Illinois for their entry in the product literature category (over $50 million in sales division).

The PICA “Measures of Success” awards program is open to off-road equipment manufacturers and industry service providers. Award categories include magazine ads, product literature, direct mail and press kits, broken out by sales divisions (over/under $50 million). Entries are judged by a panel of business-to-business agencies, industrial marketers, university marketing communications professors and PICA publishers. Press kits are evaluated by PICA industry editors. Judges score the entries independently, and the AEM statistical department tabulates the scores. The number of awards given in each category and division is determined by the judges based on entries received.”

A complete list of winners from the 12 categories can be found on AEM’s Website.

Advertising, Public Relations, Publication

June Marks Season for Farmers Markets

Laura McNamara

CAHI GroupA cooking demonstration, live entertainment and a raffle for various prizes will kick off the summer Farmers Market season. The openning of the 12th season of the USDA Farmers Market will also feature a booth offering nutritional information and food suggestions from the USDA for the home. Deputy Secretary of Agriculture Chuck Conner will officiate the openning Friday, June 1 at 10 a.m.

“Farmers markets benefit both producers and consumers alike, continuing to grow in popularity from the enjoyment of eating fresh, local products directly from the farm,” Conner said.

Each Friday through October 26, from 10 a.m. to 2 p.m., the USDA Farmers Market features fresh fruits and vegetables, baked goods, maple products, fresh-cut flowers from local farms in Pennsylvania, Maryland and Virginia.

There are 4,400 farmers markets nationwide, more than three times as many as the 1,755 estimated in 1994. Estimated sales volume nationwide is $1 billion in 2005 – up from $888 million in 2000. The Agricultural Marketing Service provides a National Directory of Farmers Markets, http://www.ams.usda.gov/farmersmarkets/map.htm.

Agribusiness, Food, USDA

5 Pork Producers Named to National Pork Board

Laura McNamara

U.S. Agriculture Secretary Mike Johanns announced five new appointees for the 15-member National Pork Board Wednesday. The new members will serve three-year terms on the board. Johanns said the appointees were chosen from among 8 nominees.

“I am pleased that these individuals have agreed to provide their time and
expertise,” said Johanns. The five were chosen from among eight pork
producers nominated by the National Pork Producers Delegate Body during its
meeting in Anaheim, Calif., in February.

The appointees are: Tim A. Bierman, Larrabee, Iowa; Henry E. Moore, Clinton,
N.C.; G. Steven Weaver, Elk Grove, Calif.; Bruce A. Samson, Three Forks,
Mont.; and Everett L. Forkner, Richards, Mo.

Established under the Pork Promotion, Research, and Consumer Information Act
of 1985, the National Pork Board develops budgets and awards contracts to
carry out a coordinated program designed to strengthen the position of pork
in the marketplace. USDA’s Agricultural Marketing Service oversees the
operation of the board.

The mandatory program is funded by an assessment of 0.40 percent of the
market value of all hogs sold in the United States and an equivalent amount
on imported hogs, pork, and pork products.

Agribusiness, Food, Pork, USDA

Satellite Broadband Internet Access

Chuck Zimmerman

Hughes NetThis is a freebie plug for HughesNet only because I just saw a commercial for them on the monitor in the little bistro here in Buffalo airport. The announcer asked if you lived in an area where broadband internet access was unavailable and told how that’s no longer the case with their satellite internet packages.

I looked them up to see the pricing plans and they’re not bad. After a $300 one time installation you have your choice of plans that range up to about $80/month. That’s a good investment in today’s business world.

HughesNet isn’t the only option in satellite either. There’s Wild Blue which looks like it has about the same pricing. I found one called Skycasters. Look for yourself by doing an internet search.

Internet

Presenting New Media At CAHI

Chuck Zimmerman

CAHI GroupHere we are in the meeting room for my morning presentation to the Canadian Animal Health Institute annual meeting. I’m talking about blogging and podcasting. Right after we’re done I’ll be heading on home but I’ll try to get some additional posts done along the way.

This is a demo post as some of you are familiar with seeing when I do these presentations. I like to show live examples because I think it makes it easier to understand ways to use new media in a corporate communications plan.

The companies represented here need to communicate to different audiences and a blog site or a regular podcast are excellent channels to reach them very efficiently. In fact, as they’ll see from some of my examples they have member companies already doing it. So whether they’re trying to reach farmers, veterinarians or pet owners, new media tools provide a great use of new technology to reach them in new and creative ways.

Jean SzkotnickiThe president of the CAHI is Jean Szkotnicki.

After our breakfast this morning I interviewed her to learn more about CAHI and why they are having me in for this presentation.

She says that in today’s online world companies need to look at new ways to reach out beyond just the traditional printed forms of communication and using the internet only makes sense.

You can listen to my interview with Jean here: cahi-07-szkotnicki.mp3

I thought I’d post some of the resources I’m using here and later I might add the audio recording of my presentation too just in case you’re interested and only if I think I sound okay. So linked to here are the agenda for my presentation (Word doc), my Power Point slides (PPT file) and a little resources handout (Word doc).

I’ll also be giving away a few sets of ZimmComm retractable ear buds to some lucky winners too.

Ag Groups, Animal Health, Audio, International

CAHI Recognizes Its Leaders

Chuck Zimmerman

CAHI LeadersThe Canadian Animal Health Institute has started the CAHI Recognizing It’s Leaders Award which might normally go to one person.

Tonight it went to 3 people who CAHI president, Jean Szkotnicki called her three wise men.

They are (pictured left to right), Dr. Paul Wilson, Bayer, Inc., Dr. Bruce Groves, Pfizer Canada, Inc. and Dr. Paul Doig, Boehringer Ingelheim (Canada). The award is given for their tireless dedication, leadership and personal contributions to the CAHI, animal well being and veterinary medicine.

Ag Groups, Animal Health, International

CAHI Industry Leader Stan Eby

Chuck Zimmerman

Stan EbyOne of the awards presented here tonight at the Canadian Animal Health Institute dinner was the Industry Leadership Award.

This year’s recipient is Stan Eby for his efforts on behalf of the Canadian cattle industry.

Stan has served as president of the Ontario and Canadian Cattlemen’s Associations and during some trying times like the BSE crisis.

Ag Groups, Animal Health, International