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November 7, 2006 Knowing your Customers and Direct Marketing November 7, 2006 Joe Baitinger.

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Presentation on theme: "November 7, 2006 Knowing your Customers and Direct Marketing November 7, 2006 Joe Baitinger."— Presentation transcript:

1 November 7, 2006 Knowing your Customers and Direct Marketing November 7, 2006 Joe Baitinger

2 November 7, 2006 Know Your Customers Transactional Data –Warranty Cards, Call-in Survey, etc. Maintain Database –Data is perishable, determine what to track Use the database –Differentiate/Flag records for targeted usage

3 November 7, 2006 Value of Maintaining Your Database Advertise to your KEY prospects –Shotgun (mass media) vs. Rifle (direct) Customized messages –Not all customers use/need the same products Cooperation with Distribution Partners –Provide qualified leads, unified message

4 November 7, 2006 Multi Ag Media

5 November 7, 2006 FMiD Database 2,300,000 Records – Majority of Crops and Livestock Produced in U.S. Identifying Growers Our grower identification process starts with a series of requests to farm operators, federal state and local agricultural offices and other proprietary resources. Our success comes from over 30 years of experience in knowing what files to ask for and when to ask for them.

6 November 7, 2006 Recency and Accuracy Annual Updates Including Crops Planted at Farm-Tract-Field Level. Producers Role in Farming – Owner, Owner/Operator, Operator Data sourced from legal records versus voluntary surveys 10 Year Historical File Twice a Year NCOA/LACS Updating and Ongoing Address Standardization Web Based Access

7 November 7, 2006 Database Unitization 1. Entity (Farm) Membership Business based relationships - All members of a farm corporation or partnership *226,304 Entities – 622,204 Members *Typically Owner/Operators and Operators 2. Interlinks Land based relationships - All associates of a given farm *Individuals or corp. linked (associated with) to State-County-Farm-Tract-Field *Includes Owners, Owner/Operators, Operators

8 November 7, 2006 Entity Memberships TypeFirstLastId_TypeAddr CityStateZip MBobSmithI123 A St. Anywhere IA50005 MJohnDoeI975 B Ave Somewhere IA59995 ESmith-Doe EnterprisesE975 B Ave Somewhere IA59995 TypeId_Type M = Member I = Individual E = EntityB = Business

9 November 7, 2006 Interlinks: 13,674 Connected Acres Doe Farms LLC 2,100 Rick Doe 5,705 Justin Doe 2,038 Jacob Doe 3,454 James Doe 377

10 November 7, 2006 Service Opportunities Database Hygiene –J Doe, RR, Albion, IA = John Doe, 123 St, Albion, IA 50005-0001 Custom List Generation –500+ acre corn growers within 200 miles of Rochester, MN Database Profiling

11 November 7, 2006 Planted Acres Planted Acres Reporting Total Producers – 673,154 ABC Customers - 551 Database Profiling

12 November 7, 2006 CONTACT Joe Baitinger Regional Sales Manager 515-963-8382 jbaitinger@fmid.net


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