1. My, My, My … How Things Have Changed

2. National Ad Rates No more than 10% higher than 20 years ago Yet cost of living has increased 85% No more than 10% higher than 20 years ago Yet cost of living has increased 85% Source: U.S. Department of Labor

3. For Example 1986 - $5580 2006 - $4414 1986 - $5580 2006 - $4414

4. Indicator of Change Chaos in advertising and marketing communication Media is fragmented Customer base? Disenfranchised. Chaos in advertising and marketing communication Media is fragmented Customer base? Disenfranchised.

5. So Many More Choices Most if not all of the farm pubs of 20 years ago are still with us today Even in the face of a shrinking market Most if not all of the farm pubs of 20 years ago are still with us today Even in the face of a shrinking market

6. So Many More Choices Ag radio – still here Ag TV – growing Database marketing/direct mail Internet - web-based advertising - becoming first choice for information Ag radio – still here Ag TV – growing Database marketing/direct mail Internet - web-based advertising - becoming first choice for information

7. Web-Centric Communications Blogging Broadcast email Google ads Discussion boards Uploading/downloading Blogging Broadcast email Google ads Discussion boards Uploading/downloading

8. The World Is Flat We are all linked Not in traditional sense The community, not the marketer defines us and our brand We are all linked Not in traditional sense The community, not the marketer defines us and our brand

9. Relationship Marketing Still “the king” Trade shows? Big business! Corporate sponsored seminars Customer tours Telemarketing Still “the king” Trade shows? Big business! Corporate sponsored seminars Customer tours Telemarketing Event Marketing Public Relations “Viral” Marketing Word-of-Mouth Ad infinitum Event Marketing Public Relations “Viral” Marketing Word-of-Mouth Ad infinitum

10. CLUTTER!!!!!!!!! It’s everywhere It is INESCAPABLE It’s everywhere It is INESCAPABLE

11. One Example: NASCAR ® Count the sponsors on his uniform!

12. It’s Everywhere

13. TV “Views”

14. Nothing Is Sacred

15. Tired, Bored, Disinterested

16. Connectivity All about the numbers Not the quality Relationships You have to cover “the basics” All about the numbers Not the quality Relationships You have to cover “the basics”

17. Think Smaller Closer To Home Most important customer? Your dealer! 10-20% Account for 80% of your sales What kind of relationship do you have with them? How are you keeping the focused on your products and services? What kind of sales and service training do you offer and – is it any good? Most important customer? Your dealer! 10-20% Account for 80% of your sales What kind of relationship do you have with them? How are you keeping the focused on your products and services? What kind of sales and service training do you offer and – is it any good?

18. Think Smaller Closer To Home Most valuable circulation base is your own customer database Current customers who believe in your product People interested enough to inquire Thought leaders and early adopters Most valuable circulation base is your own customer database Current customers who believe in your product People interested enough to inquire Thought leaders and early adopters

19. Think Smaller Closer To Home The most effective CRM tool Outperforms ad programs Small and powerful The most effective CRM tool Outperforms ad programs Small and powerful

20. Think Smaller Closer To Home It’s called the “Thank You” note Personally handwritten and addressed Especially true even if you didn’t get the business It’s called the “Thank You” note Personally handwritten and addressed Especially true even if you didn’t get the business

21. Tool Up, Make Changes, Execute What marketing communication strategies, tools or support do you provide dealers? Satisfied with your lineup of literature, CDs, DVDs, website? Tracking and supporting things the dealers do? What marketing communication strategies, tools or support do you provide dealers? Satisfied with your lineup of literature, CDs, DVDs, website? Tracking and supporting things the dealers do?

22. Tool Up, Make Changes, Execute How are you motivating your own corporate sales force? Providing them with the tools they need? If results are not there are you willing to make changes? Implementing change is stressful How are you motivating your own corporate sales force? Providing them with the tools they need? If results are not there are you willing to make changes? Implementing change is stressful

23. Tool Up, Make Changes, Execute Have you noticed the “majors” have been trimming dealer numbers? The “lean” process also applies to distribution Key to success is consistent effort to listen and respond to wants and needs of the marketplace Have you noticed the “majors” have been trimming dealer numbers? The “lean” process also applies to distribution Key to success is consistent effort to listen and respond to wants and needs of the marketplace

24. Be Online How current is your website? Is it still relevant? Becoming the first place farmers go to learn about products and companies How current is your website? Is it still relevant? Becoming the first place farmers go to learn about products and companies

25. Be Online Check other major ag websites Discussion boards Browse Respond Check other major ag websites Discussion boards Browse Respond

26. Think Differently

28. Clean, professional product design and decaling Same holds true for support equipment (trucks, semis, pickups) Clean, professional product design and decaling Same holds true for support equipment (trucks, semis, pickups)

29. Tell Your Own Story Write your own articles So many magazines - so few editors Ag media is always hungry for a good story Don’t make it self-serving Write a story that serves the audience Write your own articles So many magazines - so few editors Ag media is always hungry for a good story Don’t make it self-serving Write a story that serves the audience

30. Change Your Attitude On Marketing Everything you have and everything you do makes a statement about your company Literature Handouts Website Hats Mugs Tradeshow booth Sales reps and dealers Everything you have and everything you do makes a statement about your company Literature Handouts Website Hats Mugs Tradeshow booth Sales reps and dealers

31. Quit Selling Your Product Start Telling Your Story Stories don’t sell – they differentiate

32. What Are You Doing To Differentiate Your Product Or Service?

33. Sometimes It’s Easy Monsanto’s Roundup Ready Beans Kinze Twin-Line Planters AgLeader’s Insight Yield Monitors Trimble’s EZ-Steer System New and innovative products Benefits are easily seen Monsanto’s Roundup Ready Beans Kinze Twin-Line Planters AgLeader’s Insight Yield Monitors Trimble’s EZ-Steer System New and innovative products Benefits are easily seen

34. Sometimes It’s Not Find the right niche Vermeer Rebel hay balers for sundowners and part timers For others – how you package and support your product Find the right niche Vermeer Rebel hay balers for sundowners and part timers For others – how you package and support your product

35. Apple - Macintosh

36. Hyundai