Straight talk

Article Abstract:

Manufacturers and suppliers of farm products and services often employ peer-influence selling as an effective strategy in marketing their specific goods and services. The strategy, which includes sharing the experiences of other growers and producers on the use of the product, is capable accelerating market acceptance for that specific product or service. Teleconferencing has effectively enhanced the value of peer- influence selling by putting people who will otherwise not meet together.

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Direct marketing tools spice up integrated communications campaigns

Article Abstract:

The share of direct marketing of the total agricultural income for agricultural communications agencies increase from 9% to 16% during the period 1994-1996. The growth has been attributed to the technological innovations which improved marketers' capability to extract customer information from a database, and thus, better segment a target audience. Agricultural marketers said that direct marketing should be included in an integrated communications campaign only as a part of the overall communications strategy.

Services information, Direct marketing

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Changing with the times: manufacturers adapt advertising co-op programs to increase dealer participation

Article Abstract:

Agricultural equipment manufacturers are turning to advertising co-op programs to encourage more dealers to participate and save on advertising budgets. Such a program gives the manufacturer the authority to establish standards to guide a retailer's advertising and establish ad reimbursement limits, although conditions may vary for different companies. Print, radio and television advertising remain the favored media for agricultural co- op.

Farm Machinery and Equipment Manufacturing, Farm Machinery, Agricultural equipment

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