Brand safety in ag advertising

How ag brands save themselves in 21st century media

The importance of brand safety in a changing media market. In its simplest form, the concept of brand safety is the protection of a brand against the placement of or exposure to inappropriate content. This is defined as content that is obscene, hateful, extremist, militaristic, and the like. Part defense, part conservation, the goal is ... Read More
6 ways to credibly empathize with farmers in marketing

6 ways to credibly empathize with farmers in marketing

Build credibility and farmer trust with empathy. Empathy is at the core of content development. And we know that empathy in marketing plays a crucial role in establishing brand credibility and building relationships with customers. Some brands do it better than others when marketing to farmers. Some completely fail, because they don’t seem sincere, don’t ... Read More
Differentiate your brand when marketing to farmers

When every brand looks the same: how to stand out amongst the crowd

As the marketplace fills with competition, setting yourself apart is more important than ever. We all know that brand differentiation is key in standing out from the crowd and building loyalty. But, as new technologies emerge, generics gain traction and competition intensifies, differentiating brands in the ag space is getting more complicated and more necessary ... 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 ... Read More
Investing in youth and education has a place in marketing to farmers

Investing in youth and education has a place in marketing to farmers

Marketing and communications resource plans cannot afford to cut investment in the future of agriculture. Think again before you let your support of ag education and youth programs fall victim to the budget squeeze. Sure, contributions and sponsorships made this year probably won’t directly make the cash register ring in the same fiscal year, but ... Read More
mergers and acquisitions marketed to farmers

M&As add complexity when marketing to farmers

Plan for open, honest communications to address concerns. We live in a time of record global merger and acquisition (M&A) activity in the ag sector. With each M&A announcement, farmers scratch their heads wondering about the effects and potentially benefits from the merger and acquisition. It is imperative that the new organization honestly address these ... Read More
Millennial farmers are more brand loyal than you expect

Using marketing to encourage brand loyalty among millennial farmers

Taking a personal approach to reach millennials will pay off in the long run. Recently we’ve had some discussion in our office about how and whether the brand loyalty of Millennial farmers is different from older generations on the farm. When it comes to choosing crop inputs and equipment, they don’t automatically buy what their ... Read More
Brand content marketing to farmers

Branded content vs. content brand when marketing to farmers

The long-term value of building a content brand. Content marketing is all the rage. A quick search of the googles generated a list of 59 national content marketing conferences in the United States, just in 2016. 59! It seems that we, as an industry, have realized the potential that content marketing offers. Or perhaps, the ... Read More
Using the right tone when marketing to farmers

Build deeper farmer brand connections with the right tone in your marketing

The way your brand is perceived by farmers starts in how you communicate with them. What you say and how you say it matters. When you are trying to get a message across to an audience as fragmented as farmers, not only is your content important but also how you deliver it. Just look at ... Read More
budgets for marketing to farmers

Farmer sentiment not the best barometer for marketing budgets

Using market fluctuations to drive marketing budgets may put long-term brand health at risk. The ag sector is no stranger to the boom and bust cycle.  And as strong as the ag economy was in the prior decade, it has been struggling more recently.  While logic would suggest cutting brand support budgets during a downturn, ... Read More
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