Wednesday, April 15, 2009
In your face: What ag ads do you like?
This week, I’m attending the annual conference of the National Agricultural Marketing Association (NAMA) in Atlanta, Georgia. This is the premier meeting of the professionals who buy and create advertising for your farm and ranch communications.
NAMA features panel discussions, a trade show, and a college student marketing competition. An awards program tonight will recognize the most creative, effective advertising campaigns for all media--print, television, direct mail, the Web, etc.
One of the new challenges for marketers is creating messages that work well in new media—websites, e-mail newsletters, and mobile devices. Social media—Facebook, Twitter, MySpace, and our own Farmers for the Future social network—present another kind of challenge to advertisers: how to compete for your attention amid all the new user-generated content.
One way advertisers are using to get their messages across is to push them into the editorial space. “Expandable” units intrude into the editorial when you roll over them with your computer mouse. Some others simply pop up over your content when the page loads. You have to close the ad to view your editorial material.
I hope advertisers continue to rely on their creativity, rather than intrusiveness, in new media. It will be interesting to see what trends are showcased at this year’s NAMA awards program.
For me, the most effective campaigns use compelling visuals and language to invite your attention, as demonstrated in some recent Successful Farming magazine ads:
• Product comparisons--fuel efficiency test results from the Nebraska Tractor Test Lab. (John Deere)
• A useful bit of new research on the efficacy of soybean seed treatment. (Acceleron Seed Treatment System)
• Clear statement of value—durability, safety, warranty, etc. (Featherlite trailers)
• Words that work: “Measuring this harvest in bushels is like measuring a swimming pool in tablespoons.” (Syngenta Quilt)
• Dynamic visuals--closeup photo of work boot and soil. (AGCO Challenger)
On the Web, here are a few examples of ads currently on Agriculture Online that I think that provide compelling and useful information for farmers--without getting in your face.
Cruiser Maxx Beans
Cargill “fitter fry”
What kinds of agricultural advertisements do you like best? Least?
Posted by John Walter at 6:35 AM