evolving ag media digital vs. traditional

The evolving ag media landscape and its fit in marketing to farmers

As new technologies emerge and budgets get tighter, don’t fall for the false dilemma, leverage all your tools. While at Commodity Classic, I had a chance to address a room full of ag media editors and broadcasters on current digital media trends and what our clients are looking for. It was a great conversation, with lots of interesting dialogue and questions. But it was a conversation I would find myself ... Read More
Native Advertising to Farmers

Native advertising goes beyond digital when marketing to farmers

Strengthen your brand’s relationship with farmers through the strategic use of native advertising in your overall plan. I recently went to Google for a definition of “native advertising.”  This is what I was given: As it turns out, this isn’t what I was expecting at all. Packaging material to match the design of the editorial environment is a given, I suppose. But while display banners signal that a farmer can ... Read More
Programmatic media for marketing to farmers

Is there value in programmatic when marketing to farmers?

Use customer data for more precise, efficient digital media buys. Programmatic advertising has been one of the hottest topics in marketing the past few years. While many B2C advertisers utilize programmatic, many in the B2B community, including agriculture, still struggle with what it is or how they can benefit from it. According to e-Marketer, 73 percent of U.S. display advertising spend is directed through programmatic media; however, a typical ag ... Read More
Ag Media for Marketing to Farmers

When marketing to farmers, respect the relationship with ag media

Understanding is the foundation for respect. In our post Print Still Rules the Marketing Mix for Reaching Farmers, we established that farmers still receive and read agricultural print publications. Farmers don’t stop there though – they tune into agricultural websites, ag radio and TV. The point is, they trust ag media and they look to it as a resource. What does that mean for you as a marketer? Don’t mess ... Read More
Make sports fans brand fans when marketing to farmers

Make sports fans brand fans when marketing to farmers

Sports are an effective way to target and engage farmers while building brand loyalty. There are few things in the world as widely loved as sports. The National Football Foundation reports that more than 49 million people attended an NCAA football game last year, and over 111 million people watched the Super Bowl, according to Nielsen. From fanatics to casual viewers, sports capture the attention of more people than almost ... Read More