5 benefits to using third-party metric services when marketing to farmers

5 benefits to using third-party metric services when marketing to farmers

Third-party services offer additional metrics, insights into farmers’ preferences and behavior and confidence in your own metrics. We frequently discuss how important data is when making informed business or marketing decisions. In earlier posts, we’ve covered the importance of setting up your analytics and recording your own data wherever possible. However, there are also a variety of third-party metric services that can add additional insight. A quick glance at your ... Read More
Where are all the great taglines in marketing to farmers?

Where are all the great taglines in marketing to farmers?

An informal survey reveals very few taglines in ag meet the criteria to be great. If you walk around a farm show, flip through a farm magazine or scroll through a few ag brand websites, you’ll probably see a lot of clever lines and phrases hovering near logos. It would be imprudent, though, to classify most of those lines as taglines. There are a lot of campaign summaries and functional ... Read More
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
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 response to harvest reports from Brazil, ag marketers tend to get reactionary. Some believe strategy is too slow and methodical and a barrier to nimbleness, ... 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