strategy over urgency don't overreact

Can urgency and strategy coexist in marketing to farmers?

Avoid the temptation of reacting to market shifts without an informed, stated strategy. There is always time for strategy. In fact, the more urgent the issue the greater the need for strategy. When a new competitor takes a bold stance or the market heaves in ...
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Turn Research into Insights

Use the 5 whys to turn research into insights when marketing to farmers

The true value of research in marketing to farmers comes from looking beyond the numbers to see insights, which can be surprisingly easy to do once you know your subject. Excitement can quickly turn to disappointment when you discover that insights promoted by researchers are ...
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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 ...
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Marketing to 5 Generations of Farmers

Marketing to 5 generations of farmers

Insights into the unique mindsets and marketing opportunities for ag brands. Today, five generations are active on the farm – Matures, Baby Boomers, GenXers, Millennials and GenZers. Across these generations, we see similarities in their passion for agriculture, instinct and ingenuity that go into raising ...
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Live-tweeting is an effective marketing tool to engage farmers

Tips on live-tweeting to farmers from an ag event. We are just finishing a busy time for ag trade shows and conferences. During these events, I saw a number of ag marketers successfully using social media to connect with farmers and provide them with real-time ...
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Hindsight insights learning from the past

Hindsight can be foresight when marketing to farmers

Being smart and being creative with insight from the past is the best policy. Oddly enough, marketing can be like farming. Just like farmers must grow and adapt to the conditions a season doles out to them, so must the people who market to them ...
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Content discovery for farmers

The importance of content discovery marketing to farmers

Creating good content is important, but making that content discoverable will increase credibility and effectiveness. Nielsen has a few interesting nuggets in their Trust in Advertising Survey that we as marketers (even ag marketers) need to consider. Turns out that people don’t trust marketers, but ...
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Creative briefs for marketing to farmers

The value of a great brief when marketing to farmers

Critical to your program’s success in marketing to farmers is following a communications brief that’s been written and approved by key stakeholders. Because I think of a brief as a project’s blueprint, I’m always surprised when I hear about a campaign launched without one. As ...
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3 ways marketing can help sales simplify decision making for farmers

Information overload can delay or abandon purchase decision making We can try to deny it, but digital channels now own a larger part of the purchase-decision process in agriculture. It’s as much as most other industries and will only continue growing as new channels emerge ...
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Selecting the right agency partners for Marketing to Farmers

Before you start, make your agency search more efficient by knowing which agency model is best for your ag business. Full Disclosure: I am the President and CEO of Rhea + Kaiser, a marketing agency with current clients and deep roots in agriculture. I have ...
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