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

THE CHALLENGE

THE CHALLENGE

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 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

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

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: mark.vierthaler@servitech.comCell: 620-390-9535Office: 1-800-557-7509 ext. 1205Twitter: @Mark_Vierthaler