reaching influencer audiences when marketing to farmers

Know who influences farmers’ decisions

Influencer audiences are an important marketing channel. The buying decision for a consumer product is a very different experience than that for a business, specifically in agriculture. In agriculture, decisions about products, equipment and seed are complicated decisions that can take a lot of time, research and energy. And, unlike consumer marketing, you are not always marketing directly to the purchaser when trying to sell them your product. Researchers and ... Read More
why farmers go to farm shows

Some thoughts about marketing to farmers at farm shows

A brief conversation about why farmers go to farm shows. Recently Jeff Walter and I attended the Farm Progress Show. My husband Dennis, a retired sales agronomist, walked the show with us. As always, we caught up with clients, media partners, friends and neighbors, and made some new friends, too. The show was well-attended; and virtually every exhibitor we asked was pleased with the traffic in their displays. On the ... Read More
Marketing to farmers returning to Rural America

Marketing to farmers returning to Rural America

The next generation of ag is returning to Rural America after time spent in the private sector. We are all creatures of habit and that includes marketers with an ag audience. The audience is evolving, so you may not get away with your tried and true, lead-with-traditional-media strategies for too much longer. In recent years, we have seen reports from sources, including the USDA, indicate the next generation is returning ... Read More
Marketing to a Farmer's Family

Three ways to put family first when marketing to farmers

Keep in mind the importance of family farming when connecting your audience to a brand. Contrary to some propaganda, family farms continue to dominate agriculture representing 97 percent of the 2.1 million farms in the United States, according to the most recent U.S. Census of Agriculture. A colleague of mine recently attended Farm Journal’s Corn and Soybean College and had the opportunity to meet some farm families during the event ... Read More
key challenges for ag marketing

Marketing to farmers poses a unique set of challenges

Embrace these 4 challenges head-on and the (ag) world is your oyster! A few weekends ago, I was chatting with a new acquaintance at a neighborhood barbecue about spending the last 17 years of my professional career in marketing. When he asked what industry I enjoyed the most, without a moment’s hesitation, I answered, “Agriculture.” My new friend was surprised by this answer and asked me why it was such ... Read More