Thank you to the farmers who have fought for and developed the foundation of our country
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The buying decision for a consumer product is a very different experience than that for a business, specifically in agriculture. In agriculture, decisions about products, equipment and seed are complicated decisions that can take a lot of time, research and energy. And, unlike consumer marketing, you are not always marketing directly to the purchaser when trying to sell them your product.
Sometimes ag marketers rely heavily on an indirect route to the farmers’ decision-making process: influencers.
Influencers are all around us and are certainly not a new concept for marketing. Whether it’s a corn and soybean farmer in the northern plains, a vegetable grower in California or a rancher in Oklahoma, influencers play an ever-increasing part in the buying decisions of farmers, because they offer scientific and unbiased expertise to help determine which products will perform best. Influencers are often privy to and have been participants in the trials used to test many of the products that farmers use on a regular basis.
In agriculture, it starts with appealing to the human element, but always paying off with the science and data that rationalize the emotional connection with the product. Consider the following agricultural components and the influencers that assist in buying decisions for their operations:
When engaging influencers to ultimately influence farmers’ buying decisions, there are three guiding principles, or the three R’s of influence, to keep in mind.
When developing your ag marketing plan, make sure to engage and include the influencer audience, because they just might be your most important marketing channel.
Thank you to the farmers who have fought for and developed the foundation of our country
This ...
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