Ag Marketing During a Downturn

Don’t stop marketing to farmers during a downturn

Farmers expect you to ride through recessions with them, and need assurance you are there for the long haul. Recessions don’t last forever. But the damage marketers may inflict on their brands during a recession could. When markets go down and stay down, companies hunker to weather the sagging economy. We see it in this current ag recession. Companies gouge marketing budgets, because it’s easier than cutting production costs or ... Read More
Investing in youth and education has a place in marketing to farmers

Investing in youth and education has a place in marketing to farmers

Marketing and communications resource plans cannot afford to cut investment in the future of agriculture. Think again before you let your support of ag education and youth programs fall victim to the budget squeeze. Sure, contributions and sponsorships made this year probably won’t directly make the cash register ring in the same fiscal year, but there are many intangible benefits that go beyond sales and marketing. Whether in the form ... Read More
NAMA webinar on mergers and brands

Taking care of brands and customers during M&As will help your marketing to farmers

NAMA Webinar on Dec. 1 Mergers & Acquisitions (M&A’s) and business consolidation is the new normal in agriculture. The reasons why companies merge, acquire or divest rarely prioritize the needs of the customer much less the brand. They are typically motivated by objectives such as broadening a footprint, blunting competitors, achieving operational efficiency or expanding the pipeline. Then Marketing is left to sift through the fall-out to realign brands and ... Read More
mergers and acquisitions marketed to farmers

M&As add complexity when marketing to farmers

Plan for open, honest communications to address concerns. We live in a time of record global merger and acquisition (M&A) activity in the ag sector. With each M&A announcement, farmers scratch their heads wondering about the effects and potentially benefits from the merger and acquisition. It is imperative that the new organization honestly address these concerns, particularly as it prepares to go to market. Not every farmer will be affected ... Read More
Differentiate your brand when marketing to farmers

It’s more important than ever to differentiate your brand when marketing to farmers

As the number of ‘me too’ players rises, consistently sticking to what sets you apart will ensure your ag brand stands out from the pack. We all know that brand differentiation is key in standing out from the crowd and building loyalty. But, as new technologies emerge, generics gain traction and competition intensifies, differentiating brands in the ag space is getting more complicated and more necessary these days. There was ... Read More