TRUFFLE MEDIA NETWORKS SPONSORED CONTENT
FARMERS DO PLUG-AND-PLAY!
by Raylee St. Onge, Truffle Media Networks Community Coordinator
Editor’s Note: This is the first in a series of five articles The capture of usable data plays a critical role in all
sponsored by Truffle Media Networks highlighting real world development. Blogs, e-mail, text messaging, Internet com-
podcasting insights and best practices. ment boxes all contribute to getting more data that’s rele-
vant … and getting it faster than ever before. The Market-
ing and Media Ecosystem 2010 study underscores this: “The
NEWS RELEASE … OR A NEW BLOG? influx of data into marketing has been one of the biggest
With the speed of a lightning flash, digital technology
changes to players across the landscape …. Historically,
zapped the world of communications and changed the
data had been hard to get, expensive to manipulate, and
options for media spends. Suddenly corporate and agency
difficult to manage … The change in data landscape dra-
decision makers are re-thinking media choices. More impor-
matically changes what type of people, processes, and
tantly, these same top professionals are taking another look
capabilities are needed.” 1
at their strategic plans and re-working resource allocation to
The study contends that because of this the consumer
include digital media as part of the plan.
voice has been strengthened. “Now, marketers can have
“Regardless of industry, marketers across all sectors
real-time conversations with consumers. They can iden-
are increasingly making digital media a priority. Digital
tify and draft high consumer-influencers as brand advo-
media presents marketers with unique opportunities to
cates, gather ideas to improve their products or services,
engage consumers, generate data, and establish relation-
and change their marketing messages and media mix
ships,” asserts a published report on the Marketing and
instantaneously, depending on what is working now.” 1
Media Ecosystem 2010 study.1
To make sure that proper feedback mechanisms are
built into their podcast programs, Truffle prescribes its
FERTILE NEW GROUND proven process. First, Truffle seeks to better understand
That may be true in some industries, you’re probably
client needs and audience needs. During this initial dis-
thinking, but not in the agricultural marketing commu-
covery, Truffle gathers insights on the audience and iden-
nity. Crop and livestock producers just aren’t that savvy
tifies thought leaders and leading story tellers in the
yet … or are they?
industry. The result of this in-depth background research
Last year, Truffle Media Networks reports that their
is the development of program objectives and success
agribusiness podcasts generated more than 165,000
milestones.
downloads, with monthly downloads quadrupling
Then, Truffle leads the client through a step-by-step
between January and December 2007.
process related directly to the actual podcasts. From plan-
Truffle’s audience represents livestock producers, crop
ning content to developing compelling stories and story-
producers, agribusiness leaders, and educators. Creating
tellers to production, publication, and promotion, the
original content and recording key information from a
client benefits from Truffle’s experience. Then, as initial
number of industry shows, conferences, and forums,
programs enter the marketplace, feedback loops help
Truffle creates programs and makes each production
refine future content.
available from their Web site.
Feedback mechanisms can be built to enable interac-
Truffle launched their entry into the digital age with
tion not only with the podcast owner but between mem-
the introduction of SwineCast in 2006. SwineCast publishes
bers of the target audience. Subscribers connect with one
two new podcasts every week. Using podcatching soft-
another and offer each other ideas and support. The end
ware like iTunes, subscribers have new programs auto-
result is that these conversations generate even more
matically downloaded to a designated computer or
content ideas for the podcast owner. Success harvests
portable MP3 device like an iPod. Or, interested listeners
success.
can go to the SwineCast Web site and choose to listen to
any published program whenever they want. The popu-
WIN A FREE SPONSORSHIP
larity of SwineCast quickly led Truffle to launch BeefCast,
Truffle is offering a chance to win a one-month complimen-
DairyCast, and PoultryCast, all of which work the same
tary sponsorship to one of their existing podcast programs,
way. Their newest offering is CropVillage.
visit www.TruffleMedia.com/AgriMarketing. AM
Industry-leading companies and agencies seem to
agree. Truffle has worked with agri-giants like Elanco,
Mycogen, Boehringer Ingelheim, and Case IH as well as
agencies like McCormick, Bader Rutter, BCS, and Rasmussen A., Ude C., Landry E. HD Marketing 2010: Sharpening the
1
Conversation. 2007. Booz Allen Hamilton Inc.
Colle+McVoy.
CropVillage is a trademark of Truffle Media Networks.
FROM PLANNING TO PLANTING
SwineCast, BeefCast, PoultryCast, and DairyCast are
TO HARVESTING
registered trademarks. iPod, iPhone, and iTunes are
Success doesn’t arrive overnight, however. The content
trademarks of Apple Inc.
development process requires ongoing feedback.