A Market in Flux: Reaching Across Multiple Generations of Customers
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Radical and increasing adoption of technology has fundamentally changed the ways marketers, advertisers, and public relations professionals distribute information. While traditional means of communication struggle, and sometimes adapt, communicators are moving their sights to online communication. But if you're in agriculture, don't go totally online just yet.
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A Market in Flux: Reaching Across Multiple Generations of Customers
- 2. THE CHALLENGE • The radical pace of tech development is changing how we communicate. • Traditional media struggles while consumers move to digital.
- 7. AN EXTRA LEVEL FOR AG • 94% of producers in the United States own a mobile phone • Just about 50% of producers own a smartphone * Float Mobile Learning/USA Today March 3, 2013
- 8. AN EXTRA LEVEL FOR AG • General Public, Cell Phone = 91% • General Public, Smartphone = 56% * Pew Research, 2013
- 9. THE WORKFORCE IS AGING
- 10. THE WORKFORCE IS AGING
- 11. THE CHALLENGE FOR AG • Adoption of technology is at an all-time high, and there are those in ag who are receiving their information from web sources.
- 12. THE CHALLENGE FOR AG • With an aging work force, there are decision makers in ag who are also relying on traditional media.
- 13. THE NUMBERS BACK THAT UP
- 14. THE NUMBERS BACK THAT UP
- 15. ESTABLISHMENT VS. NEWCOMERS • Producers younger than 45 use social media for information at a much higher rate (28%) versus those 45-64 (12%). The same goes for using apps (38% vs. 22%). • Digital adoption among the younger generation also jumped by almost 36% in two years.
- 17. INTEGRATE!
- 18. FIND YOUR AUDIENCE & FOCUS IN • Go to where the bulk of your audience is, but don’t neglect your social and digital channels.
- 19. FIND YOUR AUDIENCE & FOCUS IN • Be purposeful and consistent with your messaging to establish your brand.
- 20. TIE-IN WITH EXISTING CALENDARS • Most ag media bases their year off of an editorial calendar.
- 21. TIE-IN WITH EXISTING CALENDARS • Once you’ve decided on your media partners, match your ad copy with the planned editorial content.
- 22. PLAN YOUR DIGITAL AND SOCIAL • Plan your digital efforts alongside your traditional advertising efforts. Use the two to play off of each other and accentuate.
- 23. PLAN YOUR DIGITAL AND SOCIAL • Create a digital/advertising/marketing calendar that specifically lays out plans.
- 24. CONTENT, CONTENT, CONTENT • You’ve heard a lot about Content Marketing. This is going to be your friend.
- 25. CONTENT, CONTENT, CONTENT • Your online channels puts your story in your hands. Use these tools to share great, usable info, while sharing your message.
- 26. CREATE YOUR OWN CALENDAR & USE IT
- 27. BRING IT ALL TOGETHER
- 28. EXAMPLES
- 29. EXAMPLES
- 30. ANALYZE AND ADJUST • Be sure that you’re paying attention to how your campaign is working.
- 31. ANALYZE AND ADJUST • Don’t be afraid to tweak if what you’re doing isn’t working.
- 32. TAKEAWAYS • Focus on reaching your audience where they already are, then use high-quality content to keep them coming back. Let the channels work together.
- 33. TAKEAWAYS • Share a similar message across all channels, but don’t just copy-and-paste.
- 34. TAKEAWAYS • Ready. Aim. Fire. Not Ready. Fire. Aim.
- 35. Questions? Mark Vierthaler Director of Communications Servi-Tech, Inc. E-Mail: mark.vierthaler@servitech.com Cell: 620-390-9535 Office: 1-800-557-7509 ext. 1205 Twitter: @Mark_Vierthaler
Editor's Notes
- Radical and increasing adoption of technology has fundamentally changed the ways marketers, advertisers, and public relations professionals distribute information. While traditional means of communication struggle, and sometimes adapt, communicators are moving their sights to online communication.
- The adoption of new technology has reached breakneck pace. As this graph from the New York Times shows, with each major technological advent, adoption rates increase exponentially. CAVEAT – this is based on when new technology is first introduced into general conumpstion, not from time of intitial launch. For example, the internet was technically invented in 1969, but you didn’t see widespread consumer usage until the 1990s.
- More and more people are accessing their news and information from Twitter and Facebook. This is true across all generational lines. Not just generational, but also across genders, ages, races, demographics, education levels, and household incomes.
- The same Pew Research Study found that only 17% of adults use Twitter, versus 66% of Facebook. Even here you see, however, that people using these social networks are using them for news.
- This data shows that there’s still a view of social media less as a serious news source, but more as a gateway to other media outlets.
- Compare this to the general public, which at the same time was at 91% and smartphone adoption was at 56. So, it’s clear that agriculture is just as willing to adopt new technology as the general public. So that means we can just switch everything digital right? Wrong.
- According to the USDA 2012 Census of Agriculture, the average age of producers continues to rise. Only six percent of the main operator workforce is under 25.
- According to the USDA 2012 Census of Agriculture, the average age of producers continues to rise. Only six percent of the main operator workforce is under 25.
- Numbers are promising, but still lag behind general public consumption.
- According to the ABM Agri Media Council 2014 Media Channel Study, over 81 percent of those polled received their information from an agricultural magazine or newspaper on a weekly basis. That’s then followed by ag radio programs and ag newsletters. Other than websites, less than a quarter of decision makers turned to online sources.
- You take that to a monthly basis, and you jump up to 97 percent of producers getting their information. It’s clear – niche ag media is still the place to be in agriculture. It’s interesting to note here, that since 2010, consumption of media in agriculture has steady increased. Years of higher stress about the market almost always equate an increase in dependence on news organizations.
- You take that to a monthly basis, and you jump up to 97 percent of producers getting their information
- So, this begs the question – what can we do to reach both sections of decision maker?
- Here’s where your job comes in – start doing the research on what traditional media outlets are available in your areas.
- Here’s where your job comes in – start doing the research on what traditional media outlets are available in your areas. It’s easy to
- When you’re working on your media buys, make sure what your promoting matches with what the publication or show is discussing. Take advantage of your audience already THINKING about what you’re trying to sell
- When you’re working on your media buys, make sure what your promoting matches with what the publication or show is discussing. Take advantage of your audience already THINKING about what you’re trying to sell
- You can’t divorce your social and your traditional communication efforts. They need to be two parts of the same plan, working in tandem to grow each other.
- You can’t divorce your social and your traditional communication efforts. They need to be two parts of the same plan, working in tandem to grow each other.
- Good content is king in marketing today.
- Good content is king in marketing today.
- This is your bible. By having a clear-cut plan on what you’re going to be promoting online, what’s going to be running in print or over the air, and what news you’re going to push through earned media.
- Once you have everything laid out, it’s time to bring it all together. A print ad about data management and precision ag runs in a magazine that’s specifically talking about the subject. The print ad pushes readers to your website where a web article you wrote about precision ag goes in-depth on how it works. That web article has a link sending people to your YouTube page with a video about precision ag. That web article is then shared to Twitter and Facebook.
- In this example, an ad in the High Plains Journal pushed people who saw it to our website. Once at the website they information about a live demo both online, and at Husker Harvest Days in Nebraska. At the same time, a post went live on the Servi-Tech page telling people about live, in-field demonstrations at Husker Harvest Days.
- The article for Ask the Agronomist appears in print in the High Plains Journal. The High Plains Journal shares it on their website. We share a link to the HPJ website on our site under “news” The article then gets a social-media optimized graphic and pushes to both servitech.com and hpj.com. We Also have a unique e-mail and hashtag to track engagement across the different media.
- These two examples alone saw a marked increase in the number of phone calls we received about both lab products, as well as TheProfiler units.
- Be sure that you’re paying attention to how your campaign is working. Are web page hits going up? Are phone calls increasing?
- These two examples alone saw a marked increase in the number of phone calls we received about both lab products, as well as TheProfiler units.
- These two examples alone saw a marked increase in the number of phone calls we received about both lab products, as well as TheProfiler units.
- These two examples alone saw a marked increase in the number of phone calls we received about both lab products, as well as TheProfiler units.
- These two examples alone saw a marked increase in the number of phone calls we received about both lab products, as well as TheProfiler units.