Advertising
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...
Keep in mind the importance of family farming when connecting your audience to a brand. Contrary to some propaganda, family farms continue to dominate agriculture representing 97 percent of the 2.1 million...
Drive bigger success by involving your sales and marketing audience at key stages earlier in the brand campaign development process. As most marketers know, it’s important to keep your internal audiences...
One of the oldest forms of communication still works. Storytelling may be the most overused word in marketing. But there must be something to it for it to be so enduring and popular. And there is —...
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...
Critical to your program’s success in marketing to farmers is following a communications brief that’s been written and approved by key stakeholders. Because I think of a brief as a project’s blueprint, I’m...
Before you start, make your agency search more efficient by knowing which agency model is best for your ag business. Full Disclosure: I am the President and CEO of Rhea + Kaiser, a marketing agency with...
Strengthen your brand’s relationship with farmers through the strategic use of native advertising in your overall plan. I recently went to Google for a definition of “native advertising.” This is what I was...
Even as new channels emerge, the rigors of creative evaluation remain unchanged. A few months ago we discussed the challenges of reaching and engaging farmers in their media-stacked days. While it is getting...