A Market in Flux: Reaching Across Multiple Generations of Customers

A Market in FluxReaching Multiple

Generations of Customers

Mark VierthalerDirector of Communications

Servi-Tech, Inc.

THE CHALLENGE

• The radical pace of tech development is changing how we communicate.

• Traditional media struggles while consumers move to digital.

THE CHALLENGE

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

AN EXTRA LEVEL FOR AG

• General Public, Cell Phone = 91%

• General Public, Smartphone = 56%

* Pew Research, 2013

THE WORKFORCE IS AGING

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.

THE CHALLENGE FOR AG

• With an aging work force, there are decision makers in ag who are also relying on traditional media.

THE NUMBERS BACK THAT UP

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.

So what can we

do?

INTEGRATE!

FIND YOUR AUDIENCE & FOCUS IN

• Go to where the bulk of your audience is, but don’t neglect your social and digital channels.

FIND YOUR AUDIENCE & FOCUS IN

• Be purposeful and consistent with your messaging to establish your brand.

TIE-IN WITH EXISTING CALENDARS

• Most ag media bases their year off of an editorial calendar.

TIE-IN WITH EXISTING CALENDARS

• Once you’ve decided on your media partners, match your ad copy with the planned editorial

content.

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.

PLAN YOUR DIGITAL AND SOCIAL

• Create a digital/advertising/marketing calendar that specifically lays out plans.

CONTENT, CONTENT, CONTENT

• You’ve heard a lot about Content Marketing. This is going to be your friend.

CONTENT, CONTENT, CONTENT

• Your online channels puts your story in your hands. Use these tools to share great, usable

info, while sharing your message.

CREATE YOUR OWN CALENDAR & USE IT

BRING IT ALL TOGETHER

EXAMPLES

ANALYZE AND ADJUST

• Be sure that you’re paying attention to how your campaign is working.

ANALYZE AND ADJUST

• Don’t be afraid to tweak if what you’re doing isn’t working.

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.

TAKEAWAYS

• Share a similar message across all channels, but don’t just copy-and-paste.

TAKEAWAYS

• Ready. Aim. Fire. Not Ready. Fire. Aim.

Questions?

Mark VierthalerDirector of CommunicationsServi-Tech, Inc.

E-Mail: [email protected]: 620-390-9535Office: 1-800-557-7509 ext. 1205Twitter: @Mark_Vierthaler

A Market in Flux: Reaching Across Multiple Generations of Customers

Marketing

Transcript of A Market in Flux: Reaching Across Multiple Generations of Customers