The marketer’s role in increasing diversity, expanding perspectives in farming The most recent Ag Census from 2017 tells us that 95% of U.S. farmers are white. The same census tells us...
We have a diversity problem in agriculture.
read more
Advertising
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,...
Three ways to put family first when marketing to farmers
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...
Don’t sell your internal audience short when marketing to farmers
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...
Good storytelling is great for marketing to farmers
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...
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,...
The value of a great brief when marketing to farmers
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...
Selecting the right agency partners for Marketing to Farmers
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...
Native advertising goes beyond digital when marketing to farmers
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.” ...