Relationship marketing.

I've said this before, but it certainly is worth repeating. The farm broadcast industry, with the farm broadcaster leading the way, has been practicing this "new" marketing technique for a long, long time. Only recently have the marketing experts understood and quantified the value of the relationship between a customer or prospect and a marketer throughout the entire sales transaction process. As such, marketers have allocated more resources to tactics that embrace this strategy. But a key in this strategy is the use of the farm broadcaster as part of the total marketing campaign--and they should be a critical component. We all know the value that radio brings in terms of immediacy, localization and listenership, but I believe the real value is the relationship that the farm broadcaster has with his/her listeners. That's the value that is brought to the marketer.