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

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

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

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  1. Knowing your CustomersandDirect Marketing November 7, 2006Joe Baitinger

  2. 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. 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. Multi Ag Media

  5. 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. 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. 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. Entity Memberships Type First Last Id_Type Addr City State Zip M Bob Smith I 123 A St. Anywhere IA 50005 M John Doe I 975 B Ave Somewhere IA 59995 E Smith-Doe Enterprises E 975 B Ave Somewhere IA 59995 TypeId_Type M = Member I = Individual E = Entity B = Business

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

  10. 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. Database Profiling Planted Acres Planted Acres Reporting Total Producers – 673,154 ABC Customers - 551

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

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