Austin, Texas—David Niederkorn, manager-marketing communications North America for John Deere, addressed the American Business Media 2011 Annual Conference on Tuesday and told media companies, “Tell me something I don't know.”
Niederkorn added, “You never know enough about your market. You never know enough about your customer.” He said media companies, because of their close ties with their readers, can provide research on their audiences as a key marketing service.
“We live in a land of eternal flat budgets,” he said. When publishers come to Deere with new marketing ideas, he said, those ideas shouldn't require staffing up by his company. “We're stretched very thin, not just in the advertising ranks but also in the product and tactical ranks,” he said.
Niederkorn said that while print remains “the backbone of a lot of our campaigns,” the company is expanding its video expenditures. “Online video is exploding,” he said.