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
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 often data points only. Don’t get me wrong, data is important, as is well-executed research. As an ag marketer, I pride myself on knowing farmers’ ... Read More
Marketing to farmers requires agrimarketing therapy

Marketing to farmers requires agrimarketing therapy

Alter your perspective to get new ideas. Has this happened to you? You’re having a tough time connecting with your ag audience. Or maybe your brand has lost its way. Before you gather your communications teams for a brand summit or reach out to a brand strategist, take a moment. Perhaps a little agrimarketing therapy is what you need to get a different perspective. What’s agrimarketing therapy? Much like how ... Read More