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 by Michelle Rook, 2006 NAFB President, WNAX, Yankton, SD October 2006 One of my goals as President has been to position NAFB and its members for the future. In today's marketplace the demands to deliver a positive Return On Investment for every dollar spent on advertising are greater than ever. While we can't predict the marketplace demands in the future, as an association we can arm our members with the tools they'll need to compete. As a result, our Strategic Plan and Marketing Campaign have focused on positioning NAFB as a leader in the rural lifestyle market. To accomplish this we developed the first public national media study focusing on this market segment. This emerging market holds great promise as a new source of advertising revenue for NAFB members. Our research will be a valuable tool for them to use in their sales efforts to gain that business. The NAFB Rural Lifestyle Research will provide an in-depth look at the rural lifestyle geography, demographics, media habits and consumer buying power. It will also identify the type of programming needed to further capture this audience and the key listening periods they prefer. This will aid NAFB members looking to serve and attract the rural lifestyle audience. The research will be completed this fall and the results will be released at the annual convention. NAFB will also launch a new marketing campaign designed to target potential rural lifestyle advertisers and demonstrate the effectiveness of farm broadcasting in their marketing plans. We're also developing a toolbox for buying and selling farm radio and television. It includes a "Buyers Guide for Farm Radio" which will be disseminated to agri-marketers at the convention. NAFB is also embarking on a Branding Campaign this year and the results are evident in our advertising, marketing and membership recruitment information. The campaign is built on the core strength of farm broadcasters, which is the unique relationship they share with their listeners. Farmers invite farm broadcasters into their pickups, tractors, barns, and homes on a daily basis. Farm broadcasters are a trusted, credible source of information and are regarded as a friend or part of the family. The power of that relationship is a great marketing advantage and one we hope to promote to agri-marketers. We're also developing a toolbox for buying and selling farm radio and television. I attended my first convention as an NAFB scholarship recipient. I left with a desire to serve the organization and so this year's convention marks the completion of a journey for me. As I look back at this year and pass the gavel, I am proud of all we have accomplished as an organization and I am confident NAFB is positioned for the future. AM Tweet |
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