Insight Advertising, Marketing & Communications

Let 'em Talk!

Welcome to our publication about advertising, marketing and public relations...glad you stopped in for a read!

This past month we've been building some magazine ads for our client Calcium Products. 

Calcium Products is moving into a larger presence with the livestock industry.  We took a page out of the ol' marketing book and allowed the livestock to do the talking.  But what is missing here is "the pitch".

If you take a closer look there are fewer than 50 "sales words" in the copy (lower left side).  (And there were that many only because the product being sold has so many benefits for pastures, hay and forage.)  Less is always more.

Why?

The reason is we want the customer to ask more questions.  Why?

Questions sell better!  It's true.

If you can get the customer or client asking you questions about your product or service so much the better.  That's one of the reasons we resist using allot of words in our ads.  If you give away the entire story the sales side of the company doesn't have anything to say!  And, sometimes too much information is not only overwhelming but also can give the customer a "reason" to say no.

Remember ads don't always "sell".  They should inform...enough to make the customer want to go deeper.  And then it's up to the sales force.

Thanks for coming by...

Michael P. Libbie - Insight Advertising, Marketing & Communications

Agriculture - Caught In The Middle

Thanks for reading our business publication for folks interested in advertising, marketing & public relations.

It is the best of times and the worst of times...for agriculture.

It's also a public relations and marketing problem that needs to be solved quickly.

Here in the Middle of the Midwest we're seeing farmers enjoying some great times.  Crop prices are pushing upward due to a host of factors including ethanol, exports and genetics. 

That's one side of the story.

The other is that food prices have been climbing, there is a shortage of food in some parts of the country and other nations are pointing the finger at US agriculture as commodities have inflated by up to 40% in just months...  Once the "breadbasket of the world" we're now seen as greedy farmers.

And there are other issues:

The 2008 Farm Bill is stalled, the price of fuel continues to increase, the weather is becoming a factor and people need a scapegoat.

Enter agriculture. 

Americans are further removed from agriculture than at any other time in our history.  There is a general lack of understanding where food comes from and where it goes...even here in Iowa.  A couple of generations ago most of us had family members on the farm.  Today, as the number of farmers shrink the scales tip toward urban thinking and acceptance.  That spells trouble for farming especially when the votes on critical rural issues need to be counted.

There is a bright spot.  Micro-Farms have begun to sprout up all over the country.  These are not the mega-farms profiled in the ag magazines but small farms and acreages that have embraced sustainable agriculture, new markets and local demands for high quality products.

And, unlike "traditional agriculture" these small farms and acreages have built a positive public relations image at farmers markets, through inventive media messages and e-commerce.

It's time main stream agriculture followed and no, the Farm Bureau and various commodity groups won't get it done.  Each of those is seen as too large, too political. 

We'd be interested in your take on this...are we wrong?

Michael P. Libbie - Insight Advertising, Marketing & Communications -

How "Cool" Is Your Career?

Welcome to our Business Publication where we give you our insight on advertising, marketing, branding... things that can make a difference for your business.

Sunday morning on our Rural Lifestyle Radio Show - Highway 6 - Your Road to the Country we had a story about the "coolness quotient" of careers.  Do you know yours?  Do you want to?

The Harris Poll, taken late last summer, surveyed 1,010 US adults about career prestige.  Do you really want to know yours?  (By the way, we'll tie this into branding/marketing in just a minute.)

Six occupations were seen to hold high prestige among those questioned.  Here they are along with the percentage of folks who thought these jobs were "cool":

• Firefighters - 61%
• Scientists - 54%
• Teachers - 54%
• Doctors - 52%
• Military Officers - 52%
• Nurses - 50%

These were followed by:  Police Officers - 46%, Clergy - 42%, Farmers - 41%.

Meanwhile, if you have one of the following careers or positions your "Coolness Factor" is under 20%.  (Just what you needed to learn on this bright Tuesday morning.)

• Athletes - 16%
• Business Executives - 14%
• Journalists - 13%
• Union Leaders - 13%
• Stockbrokers - 12%

And the rest:  Entertainers - 12%, Accountants - 11%, Bankers - 10%, Actors - 9%, Real Estate Professionals - 5%.

FARMERS "out cool" Bankers by 31%! Why?  What is it about the upper level vs. the lower level careers that might just inflate how the career is perceived by the public?

We think two things and here is where branding careers comes in:

First take a look at the top end.  Each career has a sense of believability to them.  Second, how is each branded by the media, marketing, employees and pop culture?

The high percentage leaders all have an "US" quotient while the bottom end looks, to those who responded, as having their careers based on "ME".

And is it any wonder?  But, the bigger question is how to reverse these numbers.  That, my friends, is the secret of a combination of advertising, marketing, public relations and internal marketing...in other words:  Branding.  Doubtful???

Tomorrow:  An example:  Building the Banking Brand...by capturing the values of the upper level "coolness quotient" and mixing them with the public perception of banking.  It's just an idea...

Michael P. Libbie - Insight Advertising, Marketing & Communications where we grow ideas...every day.

What Do Women Want?

Insight Advertising, Marketing  & Communications - Our Business Publication

It's a good question and one that many in the rural lifestyle market and agriculture struggle with.

Traditionally farm and acreage decisions have been made by the male member of the household.  Women were often asked to take care of the children, the house and maybe the chickens.  At least it was that way in our family and, if we're honest, it was the same in many others.

Today there is a major gender shift going on "out there" and sadly many marketers for traditional agricultural products and services are missing the boat.

The most recent numbers available is the 2002 USDA Census of Agriculture.  (We're in the middle of gathering new census data now.) Between 1997 and 2002 the number of female farmers rose by 13% or one of every ten farms in the United States were run by women.  We expect the data for the new census to exceed that increase for a number of reasons including passing farming operations to survivors, the growth in organic and natural products and the huge increase in the number of small farms and acreages that are active in actual production agriculture.

While this is going on, the traditional infrastructure continues to be male dominated from feed stores to agricultural equipment dealers.

That fact alone causes a problem in perception as to HOW to market goods and services to the ever increasing number of female farmers.  A couple of things to consider:

• Know your target market and its demographics;
• Include female models in print advertising pieces;
• Be attentive to color designs;
• Depending on the product or service look at alternative media;
• Don't be afraid.

For many agricultural manufacturers this issue is not even on the radar screen. 

So, what are you doing to attract female farm operators?  Do you know your demographic?  Or is this way off base?

If you need some answers...give us a call.

FEMA - Memphis - Civil Rights - Branding

This is NOT a political blog...we are here to write about Advertising and Marketing.

I'm in Memphis for the FEMA meeting held at the Peabody Hotel.  We're hear to learn and discuss farm equipment manufacturing.  Great people and a very interesting event.
 
So...why do I lead with a photo of Rev. Al Sharpton?  That one photo will BRAND this Blog...and those of you who see it will have a reaction.

It just so happens that during the FEMA meeting the National Action Network headed by Rev. Sharpton is in the same facility.  And, those of you who know your history...this is the 40th anniversary of the killing of Dr. Martin Luther King.  In fact, the Lorraine Motel is just blocks from the Peabody.  It's the site of the United States Civil Rights Museum.

So...my point?

Simple...we work hard for our clients in the world of agriculture, rural lifestyle and now entertainment to create for them a brand that will evoke a response.  Actually, that is half of the battle with consumers.  So our questions to you:  Do you own a brand?  What are you doing with your brand?  Does it cause a reaction?  What is that reaction?  Do you know?

If not...give us a call. 

Oh...and it is raining in Memphis....

Michael P. Libbie - Insight Advertising, Marketing & Communications

We Keep Telling FEMA, "Come To Iowa!"

Insight Advertising, Marketing & Communications writes a Business Blog for people interested in advertising/marketing issues and current events.  Thanks for reading...

I've bothered my friends at FEMA (Farm Equipment Manufacturing Association) for years about coming to Iowa.  They've got lots of members here and we're a pretty good bunch of folks.

This week in The Shortliner the regular publication for FEMA members there was the story about how employers cut 63,000 jobs in February.  The story also said the "jobless rate" fell in February from 4.9% in January to 4.8% in February.

Here in Iowa our "jobless rate" is under 3.7%.

In the same issue we are told that the economy in Ontario is suffering.  Come to Iowa it's a great place to live!

OK...so maybe that's not enough reason to come to the finest state in the nation...but here is another:

The most recent data from the Iowa Workforce Development folks say that we're about 150,000 jobs short.  NOW!  If you click just to the left you can read the story.  In other words we need skilled workers here in Iowa and pretty darn quickly.

So..maybe...if you're looking for work...or want a great job in a great place consider Iowa.

We did...and never looked back.

Michael Libbie - Insight Advertising, Marketing & Communications - Thanks for reading and a BIG HOWDY to my friend Bob Schnell from FEMA.  Iowa Bob...say it with me....I-O-W-A.

Rural Lifestyle Radio Sunday Morning At 8

Insight Advertising, Marketing & Communications business blog from our full service advertising agency based in the "Middle of the Midwest".

Just a reminder for those of you who want to learn more about the rural lifestyle crowd. Our weekly radio show, Highway 6 - Your Road to the Country is on in the morning here in Central Iowa.  Each Sunday at 8 we're live from the studios of 98.3 WOW-FM.  If you don't live here in Central Iowa you can listen live if you head to their website and log on.  It's easy.

This week on Highway 6 - Your Road to the Country we'll be talking about the wage issue between rural and urban workers.  We'll also talk about what we believe will soon be the increase in Methamphetamine Labs in Rural America.

We'll spend some time talking with Deb Hoyt about the plight of unwanted horses and share some first hand information about what she is seeing in her role as a rescuer of horses.

Highway 6 - Your Road to the Country...Sunday Morning at 8 only on 98.3 WOW-FM

Do Message Boards Have Value?

A Business Blog from Insight Advertising, Marketing & Communications a full service advertising agency based in the Middle of the Midwest...

Over the years we've been pretty vocal about doubting the value of "message boards".  Our rational was about being responsible and not promoting irresponsible behavior.  We've decided that we may have jumped the gun and we didn't "get it".

You might remember last year we wrote about our frustration with the local newspaper as they made the excuse saying,  "Digital natives needed to be assured of anonymity when they react to news stories".  We still think they offered us some goofy reasoning but now we better understand the rational.

And we now think it's an interesting and effective marketing/sales tool.  We were just S-L-O-W on the uptake.

Message boards drive website numbers.  Folks get into an online argument over some point of issue and the "conversation" is on.  The hit numbers start to increase as the comments build.  Those numbers then turn into cash as the Internet host points to increased usage...which then allows them to charge more for their online ads.

Brilliant...

So, what about a Business Blog?  It's an entirely different form of communication that is much more focused on fact and preserving information and identity.  If the writer has nothing to say or they offer up tirades without solid ideas their numbers don't go up...they head south.

In addition, we believe that a Business Blog helps the business get found.  When the writer uses the key words that are critical to his or her product or service and they have the blog-ware set correctly...bingo!  People searching for products, thoughts or ideas will find them much more quickly.

Finally, folks who wish to communicate with the writer do so by leaving comments on the blog that can be identified.  It's a great way to offer public ideas yet be accountable.  Which should be the basis of doing business...

So, we'll ask you:  Any of this make sense?

Michael Libbie - Insight Advertising, Marketing & Communications - Thanks for reading.

Rural Lifestyle Radio - Highway 6 - Sunday Morning

A brief reminder for those of you interested in small farms or acreage living.  This nation's only full hour live radio show about the rural lifestyle can be heard here in Central Iowa at 8 Sunday morning.  If you're in the area you can pick it up live on 98.3 WOW.FM.  If you're living out of the area you can still listen.  Just click here and sign up to listen on your PC.

Our guest Sunday morning will be Mary Lou Garcia from Wildwood Hills Ranch.

We'll talk about the issues that impact rural lifestyles of folks living on acreages and small farms.  To see our line up all you need to do is head to our Highway 6 - Your Road to the Country radio blog and you can read all about it.

Enjoy...and hope you catch us Sunday morning.

Michael P. Libbie - Insight Advertising, Marketing & Communications

It's All Perspective...Or Is It Attitude?

Dashing off a quick post before I head to the general session of the annual gathering of United Country Real Estate here in Kansas City.

It's not much of a secret.  I'm a fan of United Country.  The reason?  Because they have a passion for Rural America.  Sure there is a passion for making money...but when you hear Dan Duffy the CEO of this company talk, you know there is more to it.

Yesterday on 98.3 WOW-FM, a local radio station in Des Moines, I heard Don DeWaay of DeWaay Capitol Management tell the listeners that if you own rural land the best thing you can do right now is sell.  That it's not a good position to be in.

I suspect I'll hear a different tone today and judging from the discussion last night I expect there to be bell ringing endorsements for Rural America and the continued dream of living in the country.

We'll see...and let you know.

Michael P. Libbie - Insight Advertising, Marketing & Communications

Fertilizer - Our Land & Water

You can't live in Iowa and be engaged in agricultural marketing and advertising and not be surrounded by the amazing prices our farmers are receiving for their corn and soybeans.

On Friday the price of March corn was set at $5.14 a bushel while March soybeans closed at $13.73.  We're hitting record prices and some point to $6 corn as a "done deal".

For some of you, even if you live in an "agricultural state", these numbers mean little to nothing.  But they should.

While row crop prices have doubled so has the cost of raising these commodities.  The cost of fuel has doubled, the cost of fertilizer has doubled and in some areas tripled in price.  Land prices are soaring and the labor market is shrinking.

It's a volatile market.  And something else is going on...and this can really impact you, your home, the way you live and the future of several industries.

Farmers have been putting chemical fertilizer on their fields at increased rates in an attempt to drive up their yields.  That, along with the desire of city folks wanting a "perfect lawn", has had a downside on our land and water.

We are seeing fertilizer sales and use at all time highs and what gets put on your lawn and in your field will end up in our water.

But, what if there was a better way?  A way to cut chemical fertilizer use on crops, your lawn, the golf course, the hay field and even the football field?

And, what if this method (that by the way is NOT NEW) actually saved homeowners, farmers, and business people money while cleaning up our water source?

What if you join us on Sunday morning at 8am to listen to our radio show - Highway 6 - Your Road to the Country?  We're going to talk about it and let you know what the barriers are that has kept this simple, yet effective method, away from your eyes and ears.

Highway 6 - Your Road to the Country is NOT a "farm show".  It is this nations only live full hour program dedicated to the rural lifestyle.  And, we even let "city folks" listen in.  And, we are NOT anti-agriculture.  We make our living in the world of agriculture and rural lifestyle and have done so for years.

Sunday morning at 8 - Only on 98.3 WOW-FM or if you're outside of the Central Iowa listening area you can go online and listen using your PC. 

Come on...you can get up that early...

Michael Libbie - Insight Advertising, Marketing & Communications

Using Spokesmodels - Be Very Different...

Several years ago we hit on the idea to use a waitress, "Flo" to become the spokes-model for our agricultural input company, Calcium Products.

Everybody thought it was nuts.

"What does a cafe waitress and a theme like that have anything to do with Ag inputs?"

And:

"What do you mean we're going to use a waitress?  Why not use a farmer?"

In the end we convinced the client we knew what we were talking about.  It's now been three years and while we're reducing the amount of ink "Flo" gets she remains part of all our marketing media.

Why?

Because it's now recognizable and "Flo" could get away with being edgy.   In other words this "smart talking, gum smacking cafe waitress" can say things to the end user another farmer could not.  And that's exactly what the client needed to get noticed.

"Flo" has appeared in nearly every magazine ad, direct mail piece and hand out we've created.  And, she's even attended a couple of trade shows.  Doing what she does best...cause people to notice and do a "double take".

It's all about getting noticed.  And if it's different so much the better.

Take for example the gecko that does Geico.  I swear, it's become so much a part of their brand that the gecko hardly says a word about insurance anymore.  How powerful is this spokes-model?  Hardly a word about insurance until the very end when we get the voice over.

And it sticks.

Remember, we didn't just "come up" with the "Flo" persona.  It was calculated.  If you've spent any time in Rural America you know how important the cafe is to producers.  It's the place where the stories are told, where the prices are discussed and where the gossip centers.

We simply wanted to be part of that talk.  And it worked.

Could we have done this without having a knowledge of the culture of agriculture?  Nope...and that then becomes the real value when dealing with your agency.  Knowing is always much better than guessing.

So, now we've got this brand on our hands...and she's even traveling.

Gosh this advertising/marketing stuff is fun.   Got a story to share?  We'd love to hear it.

Michael P. Libbie - Insight Advertising, Marketing & Public Relations thanks for reading!

Iowa Power Farming Show - A Wrap...

Thousands of farmers, agribusiness people, acreage owners and others braved the cold and snow this past week to attend the annual Iowa Power Farming Show held at the Iowa Events Center, downtown Des Moines.

According to the Iowa - Nebraska Farm Equipment Dealers Association, the show producer and owner, it was a large success.

The 567 exhibitors and the thousands of attendees helped seal the deal.

In the three days we were there on behalf of our client Calcium Products we met lots of people and came away with the feeling that it was not only a great show...but that we've got some hard working folks that really seem to enjoy their job.

Calcium Products paid to sponsor the free shuttle buses that took people from several parking lots nine blocks south of the Iowa Event Center to the front door of the Wells Fargo Arena.

Every twenty minutes we deposited farmers twenty yards from the arena door and saved them $6 to $10 in parking fees.  Enough to at least buy lunch.

Windstar Lines out of Carroll, Iowa owns and runs the buses we used.  And, while any company can run a bus line...it takes the people driving and welcoming the passengers to really make the experience sparkle.

We got lucky.

Karen and Randy drove the same route dozens of times a day for three days.  I rode with them at least 40 - 50 times and they were excellent, helpful, encouraging and willing to do whatever it took to make the experience pleasant. 

They spoke to each person getting on, answered questions and even gave directions to local sites...when asked.

It was an excellent customer service experience...and we told them so.  More than once.

I doubt that many will point to this service and think it really made the show.  But, as the company paying for the service and listening to the comments from the attendees I can tell you it mattered.

Customer service is like that...no matter if you are driving a bus or selling a product.  Most times it's the little things.

Finally a tip of the seed corn cap to Tom Junge who is the show manager for the Iowa Power Farming Show.  Tom has been at this gig for a long time and he's got it right.   He went out of his way several times to be assertive to us and to our client and we're grateful.  He no doubt did the same for 566 other exhibitors...

Thanks Tom...

And, yes, we'll be back...

Michael P. Libbie - Insight Advertising, Marketing & Communications

Iowa Power Farming Show - Ridin' The Bus

So, it's ten degrees...with winds at 30mph and I'm ridding a shuttle bus taking farmers from Iowa, Illinois, Missouri, Nebraska and Minnesota to the Iowa Power Farming Show in Downtown Des Moines...

Twenty-five times a day...

Every day, hundreds of people choose to ride the free shuttle buses to the Wells Fargo Arena rather than pay $6 - $10 a day for parking.

Calcium Products paid for the privilege of sponsoring the bus trips.

Our goal was pretty simple...create a quality video that producers (farmers) could view on their way to the event and then back from the event to the free parking lots.

Cool idea...if the video machines worked.  Which they did in all but one of the buses...

So...guess who got to ride the shuttle, pass out literature and do the speech during the 8 minute ride to the farm show?

It was a great way to interact with potential customers, ask and answer questions and find out more about producers from all across the Midwest.

Sure...the booth was busy and people enjoyed the unique look of our site...and we did make sure we "pre-sold" our attendance at the show by using radio and blogs.  But, this was fun to do and allowed a unique connection with producers.

While we hope today (Wednesday) all the CD machines work making lemonade out of the lemons we were handed was a great way to connect with existing and potential customers.

Thanks for reading....see you at the show?

Michael P. Libbie - Insight Advertising, Marketing & Communications where we'll always go the extra mile for our clients...even if it's the same route again, and again.

Iowa Power Farming - A Lesson in Marketing

Starting Tuesday and running through Thursday the largest Farm Show in the Midwest takes center stage here in Des Moines.

The Iowa Power Farming Show is a production of the Iowa/Nebraska Farm Equipment Dealers Association and over 570 exhibitors will be housed in multiple buildings at the Iowa Events Center (Vet's, Hy-Vee Hall, Wells Fargo Arena).

The Association is expecting a record crowd of 16,000 full and part-time farmers to wander the displays.

We'll be there too on behalf of our client Calcium Products who manufacture an pelletized ag-lime product that boosts soil fertility and costs so much less than traditional ag-lime.

We'll also bring you some stunning examples of what some folks do right with agricultural displays and what others do to actually drive traffic away from their booths.  Of course, we think that what Calcium Products does is fantastic...  What they did was "listen" and not just "do".

And, another company who won't be at this show but just finished a major event, and is our client - Country Vet Pet Food has listened to us when it comes to marketing products to consumers using an open and inviting booth display with graphics and not words.. (This is their recent adventure at Pheasant Fest in Minneapolis).

The cost of doing trade shows is staggering.  However, far too often the return on investment is well below expectations.

Why?  Because most companies simply do not know how to:

1. Pre-Sell the fact that they will be at a show and get top of mind awareness to the public well in advance of the event by using several media programs;
2. Build an attractive display that people will WANT to stop at;
3. Train their staff to interact with the public;
4. Do any type of follow up after the show.  Fact:  Nearly 80% of show leads are NEVER followed up on.  Never...because nobody is put in charge of that very important duty.

Sadly way too many companies just pack up some graphics, a couple of brochures, get some shirts for their staff and head on out.

It's a waste of time and money...and this week we'll have a great opportunity to highlight just what SHOULD be going on when you target your next trade show.

So, our goal over then next several days will be to highlight the good, the bad and the just plain ugly that actually does more damage to your company than simply skipping the show all together.

For those of you going to Louisville for the National Farm Machinery Show...it's not too late to learn!

More tomorrow from the show...

Michael P. Libbie - Insight Advertising, Marketing & Communications where we hope not to offend too many folks...stay tuned.

Sunday Morning Coffee - Brief Bits

Here we sit...you and I over a cup of coffee.  I spend some time on Sunday reflecting on some of the stories and events that's happened over the past week.  Some of these things may have an advertising or marketing focus...others, just observations.

Sunday just seems like a good time to do that...so get a refill and let's get into it.

Obama wins big in South Carolina and the news media is awash in "black/white" talk.

Everybody is playing the game...  That's really sad considering we've just "celebrated" Martin Luther King Day, lined up and "remembered" the idea of race equality.  Guess we've got more to do.

Those of you who know about our advertising agency know we tend to specialize in agricultural and rural lifestyle issues.  Now comes a report that is linking the increased number of beef recalls for E-coli to distillers grain, a byproduct of the ethanol industry.

Is it?  We don't yet know.   However this is another swipe at the industry that has reshaped Iowa and Rural America.  We've long held our doubts that ethanol from corn is the long term solution to energy independence and if this one sticks...kiss it goodbye.  Why?  The numbers.  Remember there are a whole lot more of "them" (non-agriculture related individuals) than us.

The housing industry slump is being felt here in Iowa as associated business begin to lop off jobs.  However many say because of our tie to agriculture and insurance much of Iowa may have some "economic stability".  We sure hope so...

But about jobs.  Here is a photo of Leonard Pitts and me taken last week at the Martin Luther King Day Celebration at the Iowa Historical Building.  Mr. Pitts was on hand to deliver the keynote address.  I've long admired his writing both as a music critic and now as a Pulitzer Prize winning syndicated columnist.

See the fellow in the background to my left? (I know it's tough...click on the photo)  That's former Lt. Governor (1983 - 1987) Bob Anderson.  Lt. Governor Anderson was recently tapped to lead the Iowa Institute for Tomorrow's Workforce.  Knowing that I approached him and asked, "So tell me Bob just where are these 150,000 jobs Iowa will be short by 2010?

I have a real reason for asking.  I have four families on the line who WANT to move to Iowa and in particular Des Moines but we're having trouble finding them work.  One is a law professor, the other an high-tech Internet programmer and the other two are truck drivers who want to move from New Jersey for a better life here in Iowa. 

I've been trying to find the answer to that question for months...Bob took my card and said he'd call somebody and have them call me.  We'll see.

Other than that...sunshine and a high of 36 expected for today!  Enjoy...and thanks for reading.

Michael P. Libbie - Insight Advertising, Marketing & Communications

NTPDA...It's A Wrap!

Just over 200 members of the National Tractor Parts Dealer Association met this week in Kansas City.  The association is a client of our advertising agency...but even if they were not...we'd still like 'em.  It's a fun bunch of people who are serious about their tractor parts business and we've enjoyed the relationship over the years.

Just a couple of quick shots...for fun.  The members elected Steve Chandler from C&L Tractor Parts as the new incoming president of the Board of Directors.  Steve takes over from Glen Leaders of Leaders Salvage.

While we couldn't get a formal photo of President Chandler his "Semi-Oval Office" supplied us with, as they call it, "The most you'll git from us!" photo of the new president with the daily catch.  Steve always has big fish to fry.

And we were able to sneak this photo of staff from Worthington Ag Parts meeting with staff from All States Ag Parts.  Bitter rivals, Carl Vande Weerd, Randy, Jeff Griggs and Paul Dyke told us they were not compairing price lists or marketing plans.  We, and our friend Mike Winter the boss of Worthington, believe them!  We think.

Thanks for having us come and share with you our thoughts about breaking into new markets and allowing us to share some new marketing plans with the staff and the board of the association.  We're pleased to have you as our friends...and clients.

Now...back to work.

Michael P. Libbie - Insight Advertising, Marketing & Communications where a little fun is great for everybody.

It's Stressfull In Kansas City!

So, I've now met with my client the National Tractor Parts Dealer Association and visited with their members.  And...now...

It's a toss up.  Tomorrow I stand in front of lots of people and tell them they need to re-focus their energy to capture another market...if they are to grow.

I'm really not sure how this will go.  It's never easy to vision.  And, when corn is selling on contract at $5.20 it's even more difficult to look toward the future when "today" is looking just fine.

But, that is what we get paid for.  Advertising agencies, like ours, look beyond today...and help our clients see what the future might hold.  We then set out a series of ideas and plans.  Some may take it and run...others might just say "no thanks".

We'll see how it goes...

Michael P. Libbie - Insight Advertising, Marketing & Communications...

Changing Minds And Markets

This week I head to the annual National Tractor Parts Dealer Association (NTPDA) meeting in Kansas City.  My goals are several...

NTPDA is a client of our advertising agency.  NTPDA is made up of business people who sell used and now some new tractor parts.  We've watched them grow over the past few years and we're proud of their Board and Staff.  They have listened...most of the time... and taken some action like a new website, doing a Blog, increased marketing to various publics and building a better public presence at trade shows.

And, it's paid off...their membership has seen a nice increase.

Now comes the tough part. 

Most of what we've done has been pretty simple marketing messages targeting their traditional customer and membership base.  Now we start down a new road...redefining their future market.

The problem is really very simple.  There are, and will be in the future, fewer traditional farmers.  It's a mixture of the aging process, consolidation and folks moving away from the farm.  Big farms are getting bigger, the middle is disappearing and the small farms are getting more numerous and diverse.

However, many members of NTPDA are stuck in the same world of 1970's agriculture.  Our job is to go to Kansas City this week and shake the trees.

I'll have some help.  Dan Duffy the CEO from United Country Real Estate will present with me on Thursday morning.  I was going to talk about the NTPDA website.  But, that's not what they really need...

They need to better understand where they can go to pick up more customers, they need to better understand the culture of the person living the rural lifestyle, they need to better understand that the entire sales experience needs to change to make these non-traditional "farmers" and rural lifestyle folks feel comfortable about even entering their stores.  Dan knows this better than most folks...and it will be great to share with the members.

They need to understand that to grow...they need to expand their product line.  They already have location...now they need to give their customers a reason to come back and see them.  And for some customers...they need to introduce themselves...all over again.

This will be fun...and it will be rewarding for those who are paying attention.  See you in KC.

Michael P. Libbie - Insight Advertising, Marketing & Communications where we think the future is always more exciting...

BEEF...It's Just Freaky

Recently the Beef Checkoff folks released their latest marketing campaign, "Powerful Beefscapes".  It replaces the long time and successful "Beef It's What's For Dinner" campaign with surreal photos depicting meat as...geological formations?

Centennial, Colorado (home of the National Cattleman's Beef Board) must have been invaded by New Yorkers or folks from California.

Advertising agencies love creative approaches.  We tend to be "quirky" folks who balance between what you see and what we might like you to see.

Sometimes we drift outside of reality.

This is one of those times.

I'm not sure I want to see my steak as the "7th Hole at Pebble Beach" (above)...I want it on the grill.

Taking a bite out of what looks like Big Sur in California or what is called, "Moroccan-Style Beef Kabobs with Spiced Bulger" just doesn't ring right.  Know what I mean?  Besides...the sand will make it gritty.

Gritty...

Now there's a word that can describe the time tested voice of Sam Elliott who for years has been the trademark sound of "Beef It's What's For Dinner".

Sure, it's been around for awhile but every time you heard "the voice" it was like the chuck wagon cookie just hollered..."Supper's Up!"  It was a the cattleman...the independence...the open spaces it was the IMAGE. 

But, maybe that was the problem...folks in California and New York haven't got a clue what that's like.

Michael P. Libbie - Insight Advertising, Marketing & Communications...so OK...we just don't get it this time.  And what the heck is "Bulger"?

Hy Vee - When You're the Face of the Company

Sure, it's a goofy name if you're not from the Midwest.  But, HyVee has been a tradition here in Iowa for over 70 years.  Their age old slogan, "There's a Helpful Smile in Every Isle" (Did I really type Isle rather than Asle?  Must be my "English as a Second Language" class ain't working!) has been sung by scores of folks...and now with over 220 stores in the Midwest this privately owned chain is iconic to many.

But HyVee is experiencing a problem. 

You see, we think that many of the children that HyVee employs simply are not keen on being friendly.  Let alone smiling.

The most bothersome thing is that after the young man or woman says, "Did you find everything?" the conversation with the customer stops.  Dead.  And often, like this past Monday night, the young lady continued her conversation with the other young lady who was bagging.  They had some very important evening plans.  I did try, once, to engage...but I was ignored.  She did stop her co-worker conversation long enough to say, "Here's your receipt, have a nice day."

If you are a first time reader you need to know that we are not always critical of companies we come across.  In fact, we often lift up those excellent experiences and tell others about them. 

We're not sure what's up at HyVee...maybe we need to bring back a friend who really understood customer service.  Who?

Ron Pearson.

I've met Mr. Pearson at several events over my 20+ years here in Iowa.  It used to be that Ron was the "face" of HyVee.  He was in countless television ads, you would see him at the State Fair, he would go and visit stores, without notice.  At least that's what my old friend Dick Handy once told me.  (Dick was the store manager in Fort Dodge...  He loved the customers and once told me Ron Pearson demanded everybody work hard at "treating the customer like family".) It made a difference...to Dick and his crew.

I last saw Mr. Pearson a couple of years ago when he and his wife attended the wedding of Fred Schneider's daughter at the Wakonda Club here in Des Moines.  That's when he was CEO.  Now he's the Chairman of the Board and no doubt out of the loop.

I don't know, nor have I ever seen Richard Jurgens, the current CEO.  I suspect he's a nice enough guy but...something is missing.

Sometimes when you brand a company with a person there is a "go to" feeling...somebody that talks and walks the program.  Maybe Mr. Jurgens does...  But, then again, maybe that's why the entire brand has changed.  It's about food...not about the customer?

Maybe some of the kids could use a refresher course of the "old school"?  Maybe the design and PR firm they own...could help?

Michael P. Libbie - Insight Advertising, Marketing & Communications

Don't Eat Yellow Snow...And Other Wise Words

When we're kids we get all kinds of advice from wise people.  Usually our parents are the first to sit us down and start the process. 

As we age our parents words seem to have more credibility.  And, we find ourselves saying many of the same things.  You know it's true.

Over the past year we've written 322 articles about advertising, marketing, public relations and observations about the social condition of life.

It's been a blast and none of it could have been done without the wise advice of the hundreds of people we've listened to and learned from.

We figured, for the final article (it might get a little long) for 2007 we we'd say "Thank You" to many of the folks who've crossed our path.  Thanks for not only being here...but for the wisdom you've shared with us.

I've always had a passion for writing.  While getting published in magazines and newspapers had been fun.  Publishing this has been a blast.  (It must be the "control issue"?)  We get to thank Mike Sansone for his help in getting us started.  Early on it was Mike who encouraged us to believe in the world of the Business Conversation and the power of the blog.  Thanks Mike.

Andy Priestly of DWebWare has also had a huge influence on our work.  We love the passion that he and Matt Mann have for creating some of the very best in web design.  We've been together for several years.  It's been a good relationship and we appreciate all the extra help and encouragement.

Carol Hunter from the