Farmers are not a generic, homogenous group. If you’re new to the ag business, you, like many first-time ag marketers, may assume that farmers are a homogeneous group. After all, farmers...
A common rookie mistake when marketing to farmers
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Research
Focusing on focus groups and IDIs minimizes the benefit of other important information
A varied integrated approach to market research results in measurable value With so many options to investigate and aggregate information, market research enables us to...
The benefits of benchmarking: what regular assessment means in ag marketing
Performance metrics can make the difference. Agronomists continually run trials to determine which products best serve any number of production challenges. Trials are run annually in the...
Investigating the role of secondary research
Does order matter in market research? When we think of market research, we think of focus groups of individuals giving their opinions about a product, while a strategically placed mirror...
How does the gut instinct factor into farming
When marketing to farmers, what does your gut tell you? Some call it intuition, others call it the pit of your stomach, and everyone can feel the effects of it. What we’re referring to is...
Top 10 metrics to measure when marketing to farmers
What to measure to make your marketing effective. We recently discussed that both quality and quantity matter when it comes to metrics. Farmers and the ag industry have unique needs and...
Evaluation: determining value might be more than a numbers game when marketing to farmers
Quality and quantity are equally important when it comes to metrics. Yield is a farmer’s output, but as marketers and brand stewards, what is ours? If we are successful, it is the...
The importance of scientific credibility when marketing to farmers
Giving credit to your sources will have a lasting effect. Farming is increasingly reliant on science and new discoveries. From herbicide-tolerant traits to building fully-automated...
Data Science doesn’t have to be hard when marketing to farmers
All I ever needed to know about Data Science I learned in Driver’s Ed. A few years ago, Harvard Business Review called Data Science “The Sexiest Job of the 21st Century”. Since then, Data...