Michael Kirkpatrick

Discriminate Media Buys With a Small Budget Individual dealerships often have limited advertising budgets.  Even after pooling mainline and shortline funds, dealers have to pick and choose which media outlets they’re going to invest in.  With dense competition, choosing the correct media channels to advertise on, can become overwhelming quickly.  As with most other dealer-level […]

A second manufacturers’ complaint we hear consistently, especially from independent shortlines, “How do I motivate dealers to sell my equipment?” Some companies are fortunate enough to have partnerships with mainline manufacturers. This ties the financing of a shortline implement to the same ticket as the mainline tractor — making it much easier for the customer […]

I’m sure some of you have heard the terms “Big Data Agriculture” and “Precision Agriculture” thrown around the showroom over the past few years.  While the idea of data might bring up thoughts of pocket protectors and spreadsheets — it isn’t that out of place in farming. Data analysis is simply the collection and study […]

As we wrap up our campaign on phone book advertising negotiations, each of us here at Kirkpatrick Creative wanted to create something for you to share with others in your office.  Here is a presentation on my rules of negotiation.  What is great about these, is they aren’t only applicable to phone book advertising, but […]

On Monday, Dan wrote about one of the overlooked benefits of hiring an advertising firm — check it out if you missed it.   But at the end of the day, a lot of folks are still hesitant, to hire an advertising representative, because (especially when dealing with phone books) they are already paying huge rates […]