Transcript Lecture
Promotions Chapter 4 Promotions • Promotions add value to the advertising dollar • Promotes a product in combination with or without using traditional advertising Broadcasters • Many farm broadcasters have developed unique ideas for farm promotions • Opportunities include events like May Beef Month or National Ag Week • Examples: – special sponsored news reports – remotes featuring area farmers – farm lunch promotions during spring planting WNAX/Northland Ford Truck Giveaway WNAX (Yankton, SD) • Annual WNAX/Northland Ford Truck Giveaway. • The Northland Ford dealers provide a new pickup in return for a set amount of promotional plugs. • Sept. – Jan. we sell remote broadcasts businesses in which listeners can sign up to win • Those finalists must attend our live final giveaway at the Dakota Farm Show Harvest Lunch Red River Farm Network (Minnesota and North Dakota) • We deliver lunch to the field (spring planting, fall harvest) twice a week for five weeks • Invite farmers to call in and register with our receptionist. Lunch is provided by Subway. • Monday and Wednesday mornings (7:30 a.m.) we draw a name, call and get a winner. • Tuesday and Thursdays we deliver the lunch to them at the field (or their farmstead). • Sponsors were Farm Credit Services and Subway. Farm Credit Services often had a FCS officer join us in the field. • This promotion generated excellent revenue, prize cost was very modest and the PR value exceptional. Co-op Advertising • Share the cost of advertising with a manufacturer, supplier, wholesaler or distributor and your business • Manufacturer pays for part of your advertisement • Helps offset the costs of advertising while still adequately promoting the business Co-op Advertising • In exchange for paying for a portion of the ad, the manufacturer requires the ad to mention its product or business • Supplier usually has restrictions on certain words or phrases that must be included • Example: a grocery store advertises a certain brand of food Benefits of Co-op Advertising • Lucrative for business owners because it allows them to reduce the cost of advertising • Manufacturer’s or supplier’s product is being promoted even more • Supplier or manufacturer will guide you through the process and usually has form to complete