Brand safety in ag advertising

How ag brands save themselves in 21st century media

The importance of brand safety in a changing media market. In its simplest form, the concept of brand safety is the protection of a brand against the placement of or exposure to inappropriate content. This is defined as content that is obscene, hateful, extremist, militaristic, and the like. Part defense, part conservation, the goal is ... Read More
6 ways to credibly empathize with farmers in marketing

6 ways to credibly empathize with farmers in marketing

Build credibility and farmer trust with empathy. Empathy is at the core of content development. And we know that empathy in marketing plays a crucial role in establishing brand credibility and building relationships with customers. Some brands do it better than others when marketing to farmers. Some completely fail, because they don’t seem sincere, don’t ... Read More
Differentiate your brand when marketing to farmers

When every brand looks the same: how to stand out amongst the crowd

As the marketplace fills with competition, setting yourself apart is more important than ever. 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 ... Read More
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 ... 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 ... Read More