OUTdrive

Age range, gender, income - these are the demographics marketers have built their business on for years. However, those traditional categories ignore the most important part of the buying process: the complexity of human behavior and decision making. In this episode of OUTdrive, Cliff visits with Susan Baier for an in-depth look into using quantitative attitudinal audience segmentation research to serve clients.

Susan is the head honcho at Audience Audit, a research company that specializes in thought leadership, audience segmentation and brand equity. She developed her expertise in audience-based marketing research over more than 30 years in marketing strategy, product and brand management, research, and strategic planning. Susan has an MBA in Entrepreneurship and Marketing and has held senior positions at Fortune 100 and Fortune 500 firms, as well as marketing agencies.

Tune in to this week's episode of OUTdrive to understand integrated marketing from Susan's perspective. We dive into research based on human complexity, a layer of consumers that your traditional demographics are missing. You don't want to miss it!

What you'll learn:

• What is quantitative attitudinal audience segmentation research and what can it do for your business
• Why traditional demographics of age, gender, and income are no longer working
• Susan's advice on developing a thought leadership plan
• Utilizing the personas that audience segmentation research can outline for you
• Pinning down the "why" before starting new research
• What qualities make a good researcher and how to wield bias as a tool
• Susan's advice for young professionals and entrepreneurs taking those first steps
• Industry insight on the "rural migration," and how marketing has evolved in the wake of the pandemic

In the last few years, communications professionals are riding the new wave of podcasts across audio streaming services. With over 2 million shows to choose from, there is a podcast for anyone and everyone, including rural Americans. In this episode of OUTdrive, Cliff Callis chats with Sarah Arnett, a Marketing Coordinator at Callis. Sarah is one of the key team members behind the podcast, and she gives a behind-the-scenes look at what it takes to produce each episode.

Sarah started as a marketing intern at Callis while earning a degree in Public Relations at the University of Central Missouri. She dove headfirst into the digital side of the industry, and since joining the team full time, has become the primary producer of OUTdrive. Cliff talks to Sarah about the rewards, and challenges, that come with creating a weekly podcast.

Tune in as Cliff and Sarah dive into the makings of the OUTdrive podcast, and what it takes to stand out amongst a sea of episodes. They also discuss Sarah's rural Kansas roots and how growing up in a farming family instilled the values she carries into her day-to-day responsibilities as Marketing Coordinator.

What you'll learn:

• Statistical data on the growing world of podcasts across audio streaming platforms
• What goes into creating a consistent, quality-based podcast
• Why marketers to rural America should be sharing their expertise with their target audience
• The importance of producing content that is reliable and relevant to consumers
• Sarah's advice on new technology and turning projects into learning opportunities
• Insight from Sarah's trip to the Agency Management Institute digital summit
• Fresh perspectives for marketing professionals and career lessons for young professionals in their respective fields

Trade shows and events are coming back, but they look a little different than they have in the past. In this episode of OUTdrive, I visit with Scott Hanna about trade shows after COVID-19 and industry trends in 2021. Scott is the Vice President of Sales for Skyline E3 and E3 interactive. Together, these companies provide unforgettable experiences through exhibits, events and environments.

Scott joined the Skyline E3 team over 16 years ago and has demonstrated his expertise as VP of sales. The trade show industry is a natural fit for him, and he works with his team to deliver exceptional results for every client. Scott received his MBA in finance and bachelor of science degree in journalism from the University of Kansas. He went on to gain experience in publishing and insurance before joining Skyline. The company founded E3 interactive in 2020, and Scott is VP of sales for both companies. Whether it is a large exhibit or a small company event, Scott and his team exceed expectations every time.

Tune in as Cliff and Scott discuss the impacts of COVID-19 on trade shows and how Skyline E3 and E3 interactive adapted to COVID-19. They also discuss trade show trends in 2021 and take a behind-the-scenes look at what it takes to create a great experience. Check it out!

What you'll learn:

• How COVID-19 impacted trade shows and events in 2020
• Trends for trade shows and events in 2021 and how you can leverage them for success
• The strategic process required to create an unforgettable exhibit experience
• The use of technology and interactive experiences to connect with customers
• More on how Scott's team gathers design inspiration to create captivating exhibits
• What to expect as trade shows return to their normal schedules going into 2022
• Marketing trends in 2021 that Scott sees complimenting the trade show industry
• More about what Scott enjoys about life and work in rural America

The communications industry is constantly changing, and educators are adapting curriculum to meet the needs of employers. In this episode of OUTdrive, I visit with Dr. Joe Moore about educating today's communications professionals. Joe is a professor of digital media production at the University of Central Missouri (UCM), and he is passionate about teaching future generations.

Joe worked in collegiate sports information for over 16 years. He received his PhD from Colorado State University and went on to accept a position with UCM. His expertise and knowledge make him a valuable asset to his students and fellow faculty. Joe recognizes changes in the industry and has adapted his curriculum to prepare students to enter the job market. Whether it is writing a piece for a print newspaper or directing a movie, students develop a diverse skill set to help them succeed in any job.

Tune in as Cliff and Joe take a behind-the-scenes look at educating today's communications professionals and how it continues to change. They also discuss how job preparedness starts in the classroom, transferable skills for success in life and work and Joe's passion for education. Check it out!

What you'll learn:

• How the communications profession is changing and how educators are adapting
• The importance of cross-platform education and training
• Transferable skills that prepare students to enter the workforce and succeed in any position
• Building a strong foundation and focusing on process over product
• More on what employers are looking for when hiring employees and how these needs continue to change
• Joe's thoughts on learning how to learn and how educators play a vital role
• Life lessons and keys to success in life, work and education
• More from Joe about his passion for education and what drives him each and every day

Clean energy sources are increasingly popular in today's society, and the mobile power industry is an area in which many are working to improve. In this episode of OUTdrive, Cliff visits with Chuck Justus, founder of Evergreen Mobile Power and Green2Go Rental Power, about innovation in the mobile power industry and strategically filling gaps in the marketplace.

Chuck has always been interested in mechanical and electrical engineering and gained experience with Fabick Power Systems, where he played a vital role in implementing large-scale power systems. During his time with the company, he recognized a need for cleaner alternatives for mobile power supply and founded Evergreen Mobile Power. He began developing innovative, environmentally friendly portable power systems and hasn't looked back. Today, his two companies offer mobile power and lighting solutions to meet a variety of needs.

Tune in as Cliff and Chuck discuss eco-friendly alternatives to traditional power sources and the challenge of increasing brand awareness in a unique niche. They also discuss the effects of COVID-19 on the mobile power industry, the many applications for Evergreen Mobile Power and Green2Go Rental Power products and what the future of power looks like. Check it out!

What you'll learn:

• What inspired Chuck to start his own company and create cleaner, more efficient power sources
• The importance of conducting market research and finding solutions to meet gaps in different industries
• More about the innovative products that Evergreen Mobile Power and Green2Go Rental Power offer customers today
• Insight into the trial and error process that Chuck has gone through while developing new products
• Creative ways to increase brand awareness and challenge the status quo
• The effects of COVID-19 on the mobile power industry and the exciting things in store for 2021
• A behind-the-scenes look at the history and family values that Chuck built his businesses upon
• More about new products and continuous innovation in the mobile power industry

Becoming a successful sales professional is a challenge that requires extensive knowledge, a unique skill set and a drive to succeed. In this episode of OUTdrive, Cliff visits with Greg Martinelli about the psychology of sales and learning how to close the deal.

Greg has spent the last 28 years as a leader in agricultural sales and is the founder of Ag Sales Professionals. Working out in the field, Greg learned the importance of understanding the personality of others and leveraging this knowledge to effectively sell. Along the way, he recognized the need for industry training. He gathered what he learned and now shares his insights with other sales professionals as a coach, speaker and trainer. He is passionate about sharing his knowledge and helping others succeed.

Tune in as Cliff and Greg discuss the power of personality-based selling, the skills of a great salesperson and the importance of integrating sales and marketing effectively. They also dive into sales and marketing trends in 2021 and how Greg has found success as a sales professional and business owner. Check it out!

What you'll learn:

• How to leverage knowledge about psychology and personalities to be an effective sales professional
• The importance of understanding your own personality and how it can help you relate to others
• Tips for starting your own business and planning for sustainable growth
• More about how Greg leverages the DiSC personality test in his personal experience and training sessions
• What makes a great sales professional, including organization and effective customer segmentation
• Insights into integrating sales and marketing efforts and the importance of working as a team
• Marketing and sales trends in 2021, including the power of digital marketing and the potential of social media
• More from Greg about what he enjoys most about his job and how he continues to connect with sales professionals around the world

Video marketing is one of the most effective ways to connect with audiences in today's digital world. It enables companies to connect with viewers through powerful storytelling. In this episode of OUTdrive, Cliff visits with T.J. Kilian about effective video marketing.

T.J. is the founder, president and executive producer of KJO Media, a full service video production company. T.J. discovered his passion for visual storytelling in high school, when he was moved by the journalism coverage of the Gulf War. He earned a bachelor of science degree in broadcast journalism from the University of Kansas and gained experience in several industries before pursuing his passion and starting his own company. Today, he leads the KJO Media team to help clients tell their best stories through video.

Tune in as Cliff and T.J. discuss components of effective video marketing and how you can connect with audiences through visual storytelling. They also discuss industry trends, the prominence of video in marketing and everyday life and share some tips for running a successful business along the way. Check it out!

What you'll learn:

• Effective video marketing strategies and how you can reach audiences through visual storytelling
• The role video plays in everyday life and how it has become an integral component of marketing
• Trends in video marketing, including new ways to leverage it, changes in equipment and motion graphics
• Components of a great video and how your team can strategically incorporate the elements to create engaging videos
• How T.J. discovered his passion for visual storytelling and pursued a career in the industry
• More about reaching audiences in rural America through captivating visuals
• Tips from T.J. on founding and successfully operating your own business
• Life lessons and rewarding experiences that T.J. learned from growing up in rural America

Whether it was helping on the farm or going to the county fair, Mark Wolfe grew up enjoying the rural way of life. His early years prepared him for his current role as Director of the Missouri State Fair, where he strategically leads the efforts behind the greatest ten days of Missouri summer.

Growing up on a farm, Mark loved agriculture but knew he wanted to take a different career path. He earned a degree in agricultural business from Missouri Valley College, where he was also a member of the intercollegiate baseball team. After graduation, he pursued his interest in construction and began working for a local contractor building custom homes. He went on to begin and successfully operate his own construction business for 18 years before his passion for the construction and architecture led him to join the Missouri State Fair team as Facilities Manager. As the current Missouri State Fair Director, Mark oversees all aspects of the fair. Whether it is working with the marketing department, helping the grounds crew to ensure campgrounds are ready or improving buildings throughout the fairgrounds, Mark is keeping the tradition and pride of the Missouri State Fair alive.

Join Cliff Callis and Mark Wolfe as they discuss the unforgettable experience of the fair, how the annual event has evolved over the years and how the team continues to adapt to connect with today's fairgoer. They also discuss what's in store for the upcoming year, the impact of COVID-19 and the rich history and tradition of the fair. Check it out!

What you'll learn:

• A behind-the-scenes look at the year-round planning and preparation needed to make the Missouri State Fair a success
• The unique experience of the fair and how it offers something for everyone
• Little-known history and best kept secrets of the fair
• The unique infrastructure and architecture of the Missouri State Fairgrounds and how the grounds are utilized throughout the year for a variety of events
• Insight into how the Missouri State Fair is partnering with the Missouri Bicentennial Alliance to celebrate the Missouri Bicentennial
• How COVID-19 affected the 2020 fair and how the team successfully pivoted to the fair's roots of a traditional youth livestock show
• What you can expect for the 2021 fair as the team plans for the biggest year yet
• More about the tradition and pride that set the foundation for fairs across the country

Brad Pollitt is a long-time rural Missourian who represents his neighbors and community as a Missouri State Representative for District 52, which includes parts of Johnson and Pettis counties. A rural American himself, Brad understands the needs of the communities and individuals he represents and leads with their best interests in mind.

Growing up in a small community, Brad was very involved in sports and credits his parents and coaches for pushing him to succeed. He wanted to continue the lasting impact his coaches had on him and pursued a career in education to become a coach and educator himself. For 34 years, Brad served in various roles including teacher, coach, principal, assistant superintendent and superintendent throughout the Sedalia 200 school district. When he retired from his career in education, he pursued a career in government. He was elected to his first two-year term as Missouri State Representative in November 2018 and continues to represent his community today. In addition to his legislative duties, Brad is the owner and operator of Rocher P. Cattle Company and can be found on the farm or with his family.

Join Cliff Callis and Brad Pollitt as they discuss what it's like to represent the people of rural America, current legislation, family values and rural economic development and education. They also share some life lessons from rural America, including a strong work ethic and effective leadership strategies. Check it out!

What you'll learn:

• An inside look at current legislation, including agriculture, education and rural community development
• Representing the people of rural America and what it looks like day-to-day for Brad
• The power of community and how Brad strives to represent his communities' and neighbors' best interests
• More about Brad's experience growing up in rural America and the impact his parents, teachers and coaches had on his career in education
• The importance of family values and a strong work ethic and the role they play in rural communities
• How the COVID-19 pandemic affected legislation and what it means going forward
• An inside look at Brad's life as a cattle farm owner and operator and what he loves most about it
• Life lessons to help you be an effective leader, friend, community member and family member

Jeff Moore grew up on his family farm and has been in the agricultural industry his entire life. His passion and experiences enable him to excel in his role as strategic sales director for Farm Progress, one of America's most trusted sources for agricultural news and information.

Jeff learned many life lessons on the farm and has developed a lifelong passion for agriculture along the way. While in college, he explored various career paths before returning to his roots and earning his bachelor's degree in agriculture business from the University of Missouri. He began his career and gained finance and agricultural seed sales experience while earning his MBA from Columbia College. Armed with knowledge and experience, Jeff joined Learfield News as an account executive in the news and agriculture division, where he helped clients throughout the midwest successfully reach their target audiences. In his current role with Farm Progress, Jeff works with clients across the nation to identify their needs and develop multi-media marketing plans to effectively engage rural American audiences.

Join Cliff Callis and Jeff Moore as they discuss how the Farm Progress team effectively connects with rural American audiences through multi-media marketing and multiple touchpoints, the importance of evolving to meet customer needs and leveraging data to deliver relevant communications. They also talk about media consumption trends in rural America and the importance of finding a work-life balance. Check it out!

What you'll learn:

• The value of multi-media marketing when communicating with rural audiences
• An inside look at the integrated approach of Farm Progress and how leveraging industry events set them apart
• Effective methods to reach rural audiences and why you should be including print in your marketing materials
• More on developing a strategic marketing plan that is tailored to the needs of your audience instead of a one-size-fits-all approach
• The importance of listening and understanding before responding
• Understanding customers and the importance of evolving over time to meet their needs
• How Farm Progress has grown and remained one of the most trusted sources of agricultural information for over a century
• More from Jeff about personal and professional growth and life in rural America