The Internet of Things (IoT) impacts how we think about marketing
Farmers’ reliance on big data is evolving agricultural technology like never before. “Land was the raw material of the agricultural age. Iron was the raw material of the industrial age. Data is the raw material of the information age,” says Alec Ross in his book “The...
Understanding the how and when of decisions ensures better marketing to farmers
Factors to consider when developing your marketing plans. Marketing inputs to farmers have a lot of moving parts. To do it successfully, you need to understand how farmers make decisions: the stages in the decision-making process, the timing and the resources farmers...
From sales pitch to steaks – how experiences have evolved the marketing game
How the generational shift in marketing has altered the way we experience brands. Set Creative recently did a survey asking respondents to define their most memorable experiences. Responses included special family moments, unforgettable trips, live events and even...
Emotional white space matters when marketing to farmers
Too many brands are swimming in the sea of emotional sameness. Flip through a handful of farm magazines and you’ll notice much of the advertising skews toward feature-benefit messaging, fact-filled headlines and bullet points. Some advertising does ladder up to...
Ag Tech Nexus offers glimpse of tech future
From nitrogen-applying robots to CRISPR-enhanced produce with extended shelf life: what’s trending in ag tech? This past July, Marketing to Farmers was honored to be included as a partner in Chicago’s first AgTech Nexus USA. As well, Rhea + Kaiser President and CIO...
Marketing to the pessimist and optimist in every farmer
3 Questions to help your brand optimize its appeal by targeting the right mindset. Most entrepreneurs have dueling mindsets of optimism and pessimism, and both can lead to success. The inner optimist provides the belief that one can beat the odds and achieve success,...
From elsewhere to ag marketing
The value of bringing objectivity and perspective from another industry to ag. As with any industry, there is a certain knowledge base that is necessary to be successful in ag. A lucrative yield requires an understanding of the science of soil, seed, weather, pests,...
Why you need to focus on metrics when marketing to farmers
Plan what to measure and know how you’ll do it. To venture into any marketing campaign without a clear plan to measure success is a bad investment. In addition to measuring success against your marketing objectives, digital channels have made it easier than ever to...
Recognizing the roots of America this Independence Day
Thank you to the farmers who have fought for and developed the foundation of our country. This Thursday marks the 243rd celebration of our great country’s independence. Many of us will likely spend the afternoon engaged in a great American tradition, the backyard...
Marketing to Farmers to participate in AgTech Nexus in Chicago
The conference series makes its mark on The Windy City July 22-23. Chicago is quickly becoming one of the hottest tech hubs of the Midwest. With the growth of 1871, a tech incubator in the city’s Merchandise Mart, organizations such as Caterpillar, Conagra and...