Market Place Blog

The Power of Place.

By Josh Lysne | 12 May 2010

It is easy to put the blinders on and tell yourself that your content is reaching your audience because your blog had some views, the link in your tweet was clicked or your group has lots of followers. Purely looking at the numbers at a high level won’t really tell you what is going on. You need to dig deeper into what the numbers mean, and who is making up those numbers.

I wrote a blog post called “Automation vs. Humanization” that was posted on our AdFarm website. A few months later, I created an account on Social Media Today, and decided to submit that post to them. It was picked up by them and turned into one of the top posts of the day.

After watching the views rise quickly, I decided to compare the results. Here is what I found:

Views on the AdFarm blog: About 150
Views on the Social Media Today blog: Over 3,200

Tweets on the AdFarm blog: 10
Tweets on the Social Media Today blog: 82

Are you talking to yourself?

Purely looking at the high level numbers will also be deceiving in regards to “who” is reading your content. I work at an agency, and it is pretty typical for several co-workers to read my post after it has been published. That’s great, but if your goal is reach and thought leadership, which will ultimately lead to new clients down the road, those internal views are essentially like talking to yourself. Removing your internal traffic from your analytics will tell the real story.

Unless you are a hands down market leader/thought leader, just putting your content on your site will not reach the masses (most of the time). As the numbers above show, it is sometimes necessary to go outside your platform to extend your reach.

It’s not just blog posts though. The size of your Twitter following is sometimes used to measure the reach of your message. Quite often I hear people say something like “I can reach over 4,000 people through twitter” because that is how many followers they have. Yes, you are posting it out to 4,000 people who have the opportunity to see your message, but how many of them are actually logged on to Twitter at the time of your post? And even if they are logged in, how many of your followers can keep up with every tweet that comes through? It is easy to get caught up in a dialog (Twitalog?) and think that thousands of people are listening in, but the reality is, they just aren’t.

NOTE: If you are smart enough to make a tool that can tell how many of your followers actually were logged on to Twitter at the time of a tweet, or logged in after the fact and scrolled back to the tweet so it appeared on the screen, that would be helpful. Extra credit if the tool can actually guarantee that the tweet was read. GO!

When I look at how the agriculture industry is engaging in social media, the vast majority of efforts seem to be preaching to the choir, not reaching the masses. Looking through Facebook groups, most are made up of other farmers and friends. Looking at conversations on Twitter and in blogs, the majority of comments are made by like-minded people. The message may be reaching others, but not in a way that makes them want to engage further. Of course, there are exceptions to every rule, but for the most part, that is what I am seeing.

Keep in mind that social media is not about collecting names, it is about engagement. It’s not about the biggest group, it’s about the most active groups. It’s not about the most eyeballs, it is about the most eyeballs that matter to your business.

Have you had luck reaching the masses (if that is your goal)? How did you do it, and how did you measure success? Please comment and share, we can all learn from eachother.

With a deep and diverse digital background, Josh Lysne is engaging AdFarm clients in the social media conversation every day. Follow @jlysne on Twitter or contact him directly at Josh.Lysne@adfarmonline.com.

Tags: conversations, measurement, place, relevance, Social media
Posted in: Digital/Online, Marketing, Social media | 2 Comments »

Our Labor of Love: Pushing Ag Perception Toward Reality.

By Roger Reierson | 10 May 2010

Every agency search begins with the words, “So, tell me a little about your agency.” And that’s a good place to start because the response always reveals how well or poorly the suitor-agency represents its own brand.

Perception-Soybeans

Whenever I’m asked to talk about AdFarm, I try never to use the phrase “ad agency.” It’s inaccurate and a limited depiction of what we do. Our deeper connections yield deeper insights and our deeper insights result in higher-impact communications. It would be more accurate to say that we are an agricultural company focused on connecting clients to their farmer-customers and influencers —through social media marketing, digital, direct, advertising, public relations and consulting.

Rhetoric, Inc.

Lately we’ve been helping more clients connect with their influencers – or end-consumer audience in matters of perception. Portrayal of U.S. agriculture in popular movies, books and general media have trended in the negative for the past few years and we’ve been helping some of our clients use that national spotlight on agriculture to their advantage.

We have taken up this charge in one of the nation’s most ag-heavy areas with the California Agricultural Communications Coalition (CACC). The CACC seeks to reconnect growers and consumers within the state on behalf of more than 100 ag associations, groups and other stakeholders (In fact, AdFarm has just opened a new office in Sacramento to keep focusing on opportunities in California.). We’re helping CACC and other clients turn the one-way rhetoric and biased monologues into conversations about agriculture that are fully informed. And you can’t do that with traditional advertising alone.

Today’s Partner vs. Yesterday’s Ad Agency

Traditional advertising may be appropriate as a supplementary element of the strategic approach, but in today’s world some of our client’s messages will never be digested unless they are being spoken by a third party. Often, the only way to reach those third parties and make them care enough about your message to repeat it is through efforts in PR, digital and social media. Any company that calls itself (or thinks of itself) simply as an ad agency, likely won’t stay in business for long. Communications needs are much more complex than in the past.

To that end, so are agency searches. Selecting a communications agency partner can be an arduous process – certainly one you don’t want to repeat a year or two later. So I highly recommend that any agency search include the assignment of paid short-term sample projects. We feel this gives prospective clients the best look at our process, and they’ll also get some valuable work moving. Most important, the prospective client will be in a better position to make a confident decision in the end.

Right Tool for the Right Job

Ultimately, you want to know that your communications partner not only has the sharpest and widest variety of tools at their disposal, but that they know how to use them with precision. The better you know the market’s customer, the better chance your strategy is on target. Deeper insights equal better strategy. While we at AdFarm have the tools, talent and collective experience to reach customers in any market or situation, we maintain a deliberate focus on agriculture and those precise markets our agricultural clients need to reach.

What do you think makes agriculture such a unique industry to be part of?

Roger Reierson is the President and Managing Partner of AdFarm — visionary, brand shepherd, connector and innovator.

Tags: advertising, agricultural company, partner
Posted in: Culture, Digital/Online, Marketing, Uncategorized | No Comments »

Beyond an Audience of ONE.

By Colin N. Clarke | 5 May 2010

salesbattle1-300x225 When developing marketing communications plans and materials there is always the crucial “approval” phase where the decision is made to proceed. One significant challenge at this point is managing the personal subjectivity that tends to creep in. Time and time again, great communications concepts and ideas are tossed aside based on personal choices, at times undermining the potential impact of a tactic helping achieve a communications objective. Some of these may sound familiar:

I talked to a few people around the office and some didn’t like it.
I had my spouse look at it and s/he didn’t like this part of it.
I showed my Dad/Mom/Grandparent and they don’t understand it.
“I” just don’t like it.

The issue with placing credence in the above objections is often times your “audience of one” is not a true representative sample of the target audience the communications is seeking to reach. Many factors are considered in plan, campaign and tactic development including demographics, interests, product use patterns and more. In order to get the best possible evaluation on your marketing communications concepts and ideas you’ll want feedback from a solid segment of your target audience.

Focus on your audience first. Here are some points to help guide you:

Don’t assume that your target audience uses communications tools the same way you do. For example, you may not use RSS feeds and feel the need to crush a concept using RSS, but your audience may find great value in it.
Sit on the other side of the table when evaluating. Try not to think of the concepts and ideas from a company standpoint. Think of the concepts from your audience member standpoint. Remember, in most cases you are not the target audience.
Stay away from people’s opinions other than your target audience. Unless your co-worker, parent, spouse or friend is solidly a part of your target audience, don’t seek their opinion as you will simply get a subjective, reactive response.
Find means to engage your audience in the approval process. Focus groups, panels, test markets and other means are available to find out the true response of your audience to certain concepts. And new digital tools are making this easier and faster than ever before.

Bottom-line: You may be close to the work and close to the market, but don’t assume that you will react the same way as your target audience. They are often more astute, connected and discriminatory than you might give them credit for. Make the most of your marketing communications by reaching out to your customers for involvement and approval early. The impact at launch time will be well worth the effort.

Have you ever been surprised by a customer unexpectedly liking something you didn’t? If so, please share. It’s always great to learn from others.

Colin is a strategist for AdFarm who appreciates the common sense and no B.S. attitude of farmers and ranchers alike. Follow him on Twitter @colinnclarke or on Facebook at Facebook.com/cnclarke.

Tags: AdFarm, audience analysis, communications objectives, communications planning, marketing planning, target audience
Posted in: Marketing | No Comments »

Are Creative Agencies Keeping Creative?

By Heather Koehler | 3 May 2010

Glenn Kaworski, Founder and Managing Director of The Business of Ideas, took some time to talk creative with us at the 2010 National Agri-Marketing Conference. He asserts that creativity doesn’t spring magically from “creative” people, but that agencies (and organizations) need to make creativity happen.

We caught up with Glenn after his presentation to get his thoughts on what agencies do well — and not so well — when it comes to helping ideas happen.

At AdFarm, we refuse to work in silos, although we are fans of silos (on a dairy farm). Working in teams that bring together creative, account management, strategy, digital, public relations and social media departments, gives us a healthy dose of what Kaworski calls “creative abrasion” — opposing ideas, various perspectives, and un-group think. Glenn’s presentation was a helpful reminder of why that model works and how we can make it work even harder.

What tiny improvement could an organization make to help creativity happen?

Heather Koehler and Jacob Edenfield are co-writers on this blog post. And while they share many of the same opinions about creative abrasion, they differ in their views on creative scarification. You can find them tweeting — and retweeting one another — at @hlkoehler and @jacobedenfield, respectively

Tags: agencies, creativity, Culture, Glenn Kaworski, ideas
Posted in: Culture, Marketing | No Comments »

The Art of Interpersonal Communication Goes Beyond Technology.

By Bob Wilhelm | 30 April 2010

I just spent three days at the National Agri-Marketing Association conference in Kansas City. Many of the attendees at this yearly event come from the marketing and communications industry. Lots of business people at the conference were talking about the latest challenges in communications and marketing.

Lots of interesting topics were presented in the seminars. Lots of experts and professionals were milling about – and certainly there was lots and lots of conversation. But…with each other?

One evening, I spent an enjoyable dinner with a group of AdFarmers – we were joking about the pervasiveness of Twitter. “If you haven’t tweeted about it, it hasn’t really happened!” At one point, we all were sitting around the table, looking at our individual hand-held devices. No one speaking. Later that night, I was at the wonderful annual Brownfield party. Standing at the bar, I found myself surrounded by 4-5 people, all of whom were either on their cell phones or their blackberries. No glances at nametags to see who was who. No conversation. Back at the hotel, I found myself with five people in the elevator. Silence. No one glanced up from their smart-phones long enough to do anything more than press the button for their floor.

All this at a professional conference where everyone could at least offer camaraderie, and at the most a great idea, some business or a job offer!

This is where it gets personal.

My point: don’t forget that e-mails and blogs and tweeting and Facebook, while important, aren’t as important as the interaction and networking – the personal communication — you can do at a gathering. As marketing professionals, we’d give anything for a venue at which we could personally meet and talk with targets or prospects. So, when you’re face-to-face with people – talk with them. Build contacts and network. Talk about issues and ideas. Find out what others are thinking. Put together your thoughts and try them out on people. Get their input. Walk away with at least five people to whom you want to send a follow-up note (and yes, e-mail is just fine for that!) Summarize for clients or prospects or your colleagues the key things you learned.

Sure digital and social media, cell phones and blackberries, blogs and websites are incredibly important to us as marketers and as communicators. And that importance will continue to grow. But after you leave such an event, you’ll find that the most value you received was not through a screen or a device – it was through the people and the ideas and the conversation and the networking available at the event.

And that’s so much better than keeping your face pressed to your iPhone!

Where do you think technology fails us when it comes to maintaining business relationships?

Bob Wilhelm uses his vast experience to provide every single AdFarm client with personalized, strategic, and second-to-none service. He can be reached directly at Bob.Wilhelm@adfarmonline.com.

Tags: communications, customer relationships, networking, Social media, technology
Posted in: Culture, Digital/Online, Social media | 1 Comment »

For Beef Producers, It’s a Pride Thing.

By Lynne Paulsen | 28 April 2010

Every brand has a story to tell, and the “Alberta beef. Raised Right” campaign story is one we tell with pride. Alberta Beef Producers (ABP) charged AdFarm to find a way to differentiate Alberta beef in a unique and memorable way to build awareness and help boost sales amid increasing competition. So consumers could feel confident knowing our beef is nutritious, safe and produced under environmentally sustainable conditions, which speaks to the integrity and pride of the Alberta beef industry.

We stepped into the shoes of the primary grocery shopper standing at the meat counter with list in hand, faced with an overwhelming choice: from beef to bison, pork to poultry, fish to lamb, all making similar claims about nutrition, taste and convenience, all vying for a place on the weekly menu. How could we make Alberta beef stand out as a protein of choice, to earn a rightful place in the minds and on the plates of Albertans on a more regular basis?

Underlying the “Raised Right” campaign is a vital strategic insight: producers have sincere sense of pride in the level of care they invest in raising their cattle, as part of a solid value chain. It’s about heritage, commitment and stewardship of the land. “Raised Right” embodies all of that. It speaks to:

Quality assurance messages. Think cattle grazed on pristine pastureland with fresh water nearby.
Family values. Raising kids, working together as part of an industry dedicated to delivering an excellent product.
The integrity and pride of nearly 27,000 beef producers who daily live the brand promise of their “Raised Right” campaign.

Out here we think big. We needed to, in order to touch the hearts and minds of as many Albertans as we could reach. Our media planners, public relations, creative and production staff worked closely with ABP to develop a consumer-focused, multi-media campaign with rich producer imagery including stock dog “Riff”. The “Raised Right” messages live large on:

ABP Photos 005_Sm

16 semi-trailers travelling up and down the highways of Alberta between hub cities
Grocery carts – nearly 60,000 carts a month in 133 Alberta stores
Transit campaign – five cities, two flights targeting primary grocery shoppers
Rural murals – huge 22 foot murals of producers placed in high traffic areas around the province, so consumer and ranchers alike can say “this is what we do” and why origin counts when it comes to beef production
Print advertorials in Chatelaine and Canadian Living are information rich with tasty recipes
RaisedRight.ca website with videos of producers telling their own “Raised Right” stories
Online “Alberta Beef Backyard BBQ” contest staged for the winner’s 50 friends
Launch and beef BBQ at the Bar U Ranch with 500 guests including the Minister of Ag, garnered over $65,000 in free coverage and publicity on TV, radio stations, magazines & newspapers.

AB Beef - Inside-ED#211F6D6

We believe the “Raised Right” brand can be leveraged the same way the previous “If it ain’t Alberta, it ain’t beef” and “RanchHers” campaigns were – delivering solid opportunities to promote Alberta beef. I’m proud to work with ABP and our team to promote Alberta beef and win the confidence of grocery shoppers – one dinner at a time.

What campaigns do you think do a good job of connecting with the values of agriculture?

Lynne Paulsen never leaves a stone un-turned when it comes to looking for answers to the questions that will lead her to the right strategy. She can be reached directly at Lynne.Paulsen@adfarmonline.com.

Tags: Alberta Beef, beef producers, consumer campaign, insights, marketing campaign
Posted in: Marketing | No Comments »

A lesson in purchaser behavior — straight from the horse’s mouth

By Tracy Barfield | 26 April 2010

Spring has sprung in the Midwest. Horses are shedding their heavy winter coats and I’m about to shed some serious cash. In order to start the season off right, I need to replenish my stock of tack, supplies and supplements.

Two good consumers -- Tracy and Darlin'

Hoof health and word-of-mouth

I’ve had all winter to read and prepare for spring. But I also look to others for help. Studies show that word-of-mouth, brand reputation and associated brand loyalty are hugely important among horse enthusiasts. I’m no exception: if I don’t buy the same brands my grandfather did, I’m probably going to listen to my best friend. My grandfather had horses that pulled, horses that raced, horses with cow sense and saddle horses that covered miles of terrain with ease. My best friend is an early adopter who consistently tries the newest stuff out there. She’s ridden in every discipline and accepts only the best. And where does all this thinking get me?

Just say whoa

Well, I can tell you that I already know exactly which brands of saddle soap and leather preservative I’ll buy this year, along with half my deworming choices – the latter decisions are based on experience and rotation schedules . But when it comes to supplements, I’ll chat with friends about their choices and find out how their horses’ hooves look, before I make my decision. My vet may get tired of my questions, but I think this is the year I learn enough to make a qualified decision about using joint supplements to keep my horse’s knees and hocks in good working order.

Will I make another saddle purchase this year? Likely not. My Pessoa is broken in and rides perfectly. New leathers, irons, bridle and bit? I’m good there, too. But I’ll definitely re-stock with new curry combs and brushes and once I find my faves, I won’t be quiet about what I like.

While the act of purchasing has evolved with Internet use, my local tack shops have responded with competitive pricing. Personally, I’ll split my purchases between a catalog supplier and the local tack shop, where individualized service reigns supreme.

Back in the saddle, sooner

I don’t see this as a complicated or onerous process. I want marketers to be interested in my needs and likes. But timing is everything for horse enthusiasts. Because making good use of my precious time means I’ll be quicker to get back in the saddle each year.

Do you or your clients have this kind of insight into audiences? Do you see how it could be valuable?

Tracy is a horsewoman by birth, profession, hobby and certification. At AdFarm she puts her horse sense to work on animal health and nutrition accounts. You can follow her on Twitter @farmgirl76

Tags: audience insights, buying decisions, horse products, horses, Marketing, purchase insights
Posted in: Culture, Marketing, Uncategorized | No Comments »

News from NAMA.

By Lisa A. Adams | 26 April 2010

More than 25 AdFarmers attended the 2010 National Agri-Marketing Association (NAMA) Conference and trade show, April 21 to 23, in Kansas City, MO.

AdFarmers in attendance at the 2010 NAMA Conference

NAMA is the nation’s largest professional association for individuals in marketing and agribusiness. NAMA members have ongoing opportunities to network with colleagues within 25 chapters in six U.S. regions. The organization also provides professional development throughout the year, designed to help its members excel in their agri-marketing careers. Seminars as well as regular chapter meetings, cater to the unique needs of professionals in areas such as marketing communications; product/species management; and public relations and sales.

NAFB broadcaster Max Armstrong hosted this year's Best of NAMA event.

At this year’s conference, AdFarm received national recognition through the industry’s leading awards program – “Best of NAMA.” The annual award event honors outstanding advertising, creative and public relations programming of its members. Numerous individual awards, such as Agribusiness Leader of the Year and NAMA Marketer of the Year, are also bestowed annually.

AdFarm was in the Winners Circle for the following Best of NAMA national finals categories.

First Place Awards

Advertising, TV — Bayer CropScience: Wolverine, “Dissembled Combine”

Publications, Annual Reports – American Crystal Sugar Company: Cooperative Annual Report

Merit Awards

Public Relations, Media Relations — Bayer Crop Science: “Ag Issues Forum”

Advertising, TV — Bayer Crop Science: Velocity “CSI”

Advertising , Print Spreads — Intervet Schering Plough Animal Health: Safe-Guard Liquid Feed Launch Print Ad

Regional judging was completed in November 2009 with 1,169 entries. First Place and Merit winners in each category (from six regions) advanced to the national competition. In February, 465 final entries were evaluated for tonight’s top honors.

Les Kahl receives Horizon Award

AdFarm was also recognized via Les Kahl, who received the NAMA Horizon Award for outstanding leadership as Chairman of Best of NAMA Committee this year.

Les Kahl, AdFarm Creative Director, received the 2010 NAMA Horizon Award.

AdFarm “Ag Advocacy” Mobile/Social Marketing Campaign

As a way to promote AdFarm’s digital/social capabilities, the agency developed a NAMA Engagement Program — allowing attendees to support agricultural advocacy through expanded communications to non-ag contacts and associates using social drivers.

AdFarm banners displayed in the Hyatt Hotel lobby (NAMA conference location) invite attendees to get involved by texting “NAMA to 38681.” In response to their outgoing text, participants receive an incoming text that sends them to an optimized mobile Web site which randomly generates AdFarm Ag Fact which they can share via Facebook or Twitter.

The campaign objective promotes AdFarm’s expanding services in digital and social technology while providing positive outreach messaging in support of agriculture.

AdFarm Creative Develops 2010 NAMA Theme, Components

AdFarm Creative took a leadership role by designing promotion components for the 2010 NAMA Conference and Awards Event. Below is a sample of the team’s contribution.

2010 NAMA Conference Theme/Logo

April 2010 Agir-Marketing Cover (hosting NAMA winners)

AdFarm pride was seen far and wide at this year’s event. It was another great showing of our committment to excellence and the industry we serve!

What agricultural organizations do you belong to, and what do you consider to be its greatest value to your agricultural education and professional development?

Posted in: Digital/Online, Events, Marketing, Social media | No Comments »

Will Twitter’s paid search be a fail whale?

By Shawna Robinson | 19 April 2010

When it comes to paid advertising in social media outlets, Twitter has been a hold out. For the past four years, generating a revenue stream has not been part of their business model – making Twitter one of the last remaining social media outlets without an infiltration of eager marketers keen to take advantage of the over 18 million users.

Let the keyword auction begin.

Last week, a “promoted tweet” business model was announced. Similar to paid search advertising, advertisers and Tweeters will be able to bid on keywords. A promoted tweet – only one per page – will then appear with the search results. Tweeps will then get a targeted message presented at the top of their twitter stream. As a real-time information network, with a massive quantity of information available in a single stream, is this system really going to be effective?

Cutting through the Twitter clutter.

Many marketers have been successful in the twittersphere without the use of a paid advertising model. Companies from @SouthwestAir who post promotions and deals on flights and hotels – to @Starbucks and @HoltRenfrew tweet their latest deals and news all while supporting their customers with real time response. To avoid getting stuck down a rabbit hole of information overload, RT’s and #’s are two twitter functions already built in to connect, cross-reference to easily locate content. Promoted tweets are going to have to have a super juicy offer to make a user click through so their message doesn’t get buried and lost in the twitterstream — along with the dozens of other tweets that don’t catch your attention in the first 40 characters.

Getting the right message out to the right people in more ways is one to ensuring good product or corporate awareness, but loyal twitter users may find the promoted tweets tool a distraction. However, only time will tell.

Do you think Twitter’s promoted tweet model will be a successful tool for marketers – or just another post lost?

Shawna Robinson has the heart of a farm girl and a razor-sharp mind for strategy – and spends as much time online as offline with her clients to keep their campaigns fresh and current. She can be reached directly at Shawna.Robinson@adfarmonline.com.

Tags: marketing strategy, paid search, Social media, twitter
Posted in: Digital/Online, Social media | 1 Comment »

Our Labor of Love: Pushing Ag Perception Toward Reality.

Beyond an Audience of ONE.

Are Creative Agencies Keeping Creative?

For Beef Producers, It’s a Pride Thing.

A lesson in purchaser behavior — straight from the horse’s mouth

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