reports

Taking the Final Strategic Step: Evaluation of Public Relations Programs in Agribusiness — Most companies understand the value of a good public relations program designed to generate favorable editorial coverage. Unfortunately, many agri–marketers fail to evaluate the success of their public relations programs. This report discusses evaluative criteria and techniques along with third-party evaluation tools and services. It provides a step-by-step approach to setting up a publicity results tracking system.

Efficient Media Buying Tips (Ensure Your Media Buys are on the Money) — Based on years of experience placing millions of dollars in media across a variety of industries, including agriculture, this report offers 21 tips that can help you minimize your costs and maximize your returns from paid media placements. It examines both the quantitative factors, as well as the qualitative, and offers suggestions as to how creative and media can work together to produce an optimal media plan.

Producer’s Attitudes Towards Dealers — The information presented in this original paper was gathered in a study conducted online of select BEEF magazine subscribers. From the report, you will learn what ag customers said about:

• Influences on capital equipment purchases
• Influences on crop and livestock inputs
• Relationships with dealers and manufacturers
• Roles and characteristics of local suppliers and how they can improve
• The “best” dealers

Understanding the Dealer’s Criteria for Selection of Product Lines and Brands — Traditional retail distribution is worth considering by agribusinesses to maximize product dispersal potential. This report discusses the seven key criteria we have found that retailers use in determining which companies’ products and brands they will carry.

Public Relations Technology — From this comprehensive report, you’ll learn how technology has changed the practice of public relations in every industry, including agriculture. The report provides an overview of the many tools that are at the disposal of anyone who deals in public relations. It offers an explanation of each tool, how it works and its advantages.

How Agribusinesses can Develop an Effective Database Marketing Program Targeted to Dealers — Often, hard-to-capture names make it difficult to establish and maintain a reliable dealer database. This original report tells you how to compile a workable list of dealer names. Topics include: how to get data for your dealer database, information to include in a dealer database and recruiting new dealers.

Measuring the Effectiveness of Marketing Communications — Unfortunately, there is no magical answer to that age-old question, “Is my marketing communications program effective?” However, there is a way to establish a framework from which you can begin evaluating efficacy. This report can help you do that. It will take you through the steps in the marketing communications effectiveness measurement process and help you develop realistic marketing communications objectives in an ROI environment. You’ll get a look at how marketing communications is viewed from an accounting perspective, as well as evaluation of tactics versus total program as a whole.

How to Maximize the Value of Customers — This primer covers 16 tips that agribusinesses often forget when it comes to customer retention. One of the tips is “Identify Your Best Customers.” It refers to the traditional 80-20 principle. That principle says that 80 percent of sales volume will be accounted for by only 20 percent of customers. By identifying your best customers, you can concentrate on them, knowing that they will generate 80 percent of your sales volume. This report is filled with nuggets of information that we all need to refer to every now and then.

How to Establish a Great Inquiry Fulfillment System in the Agricultural Industry — If your company generates inquiries from its advertising, you will be interested in this report. It is divided into three main sections. The first section provides an analysis of the 14 components of a great inquiry fulfillment system and what agricultural companies can do to make their systems more successful. The second section is what really makes this report unique. Swanson Russell’s researchers responded, as prospective customers, to the magazine advertisements of more than 65 agricultural companies in a variety of product categories. After responding to the advertisements by mail or telephone, we tracked and analyzed the fulfillment of each inquiry. The results are reported in this section. The third section provides a checklist for evaluating a current inquiry fulfillment system or establishing a new one.

A Successful Product Launch — Launching a new product means new challenges and opportunities for any agricultural company and its sales force. This report explores the intricate stages involved in launching that new product. Every phase is examined. Pre-launch, Launch and Post-launch steps are outlined and discussed in detail.

How to Use Direct Mail Advertising to Reach Agricultural Audiences — In this report, Swanson Russell gives you a comprehensive look at the basics of direct mail advertising tailored to the needs of agri-marketers. The report discusses the strengths and weaknesses of direct mail as an advertising medium. It also contains a thorough analysis of the three key elements that determine the success of agricultural direct mailings: the list, the offer and the creative. We’ve also listed hundreds of suggestions regarding how to make your direct mail advertising more successful.

How to Publish an Effective Company Publication for Agribusiness Audiences — Thinking about developing a new company magazine or looking for ways to improve an existing publication? This is an in-depth report you should read. It’s based on what we’ve learned while producing the 12 different client magazines, newsletters and other periodical publications we’ve developed here at Swanson Russell. Topics include the advantages of company publications and how they can help you achieve any number of communications objectives. It also takes you through all the steps of developing a publication, from initial concepting to distribution.

Exhibit and Trade Show Marketing for Agribusiness — Take 15 minutes and learn the basic keys to successful trade show marketing. This report covers everything from setting clear cut goals, developing practical yet effective strategies and tactics and a method for evaluating your results. We’ve also included actual examples of how other agribusinesses use trade shows as an effective part of their marketing communications plan.

Using Product Profiles in Marketing Communications to Agricultural Producers — This report discusses two components of a marketing situation analysis, which is the backbone of a professional marketing approach. These components—Product Benefit and Competitive Product Profiles—will help you take a fresh look at your marketing challenges and opportunities. This, in turn, enables you to design clear, concise marketing objectives and strategies. We also walk you through several examples, based on the livestock industry, to help you start the profiling process within your own company.