Key principles for successful communication about polarizing topics A few months ago, we shared that I was selected for the Illinois Agricultural Leadership Foundation Class of 2022. We...
Customer Insights
Effective strategies to bridge the communication gap
In a multigenerational work environment like ag, successful communication requires acknowledging what enables effective message delivery to each unique generation. Between Generation Z and...
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....
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...
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...
Millennials continue to be the future when marketing to farmers
What retailers need to know now, that is relevant to agriculture later. There are an abundance of stories and studies about the marketing power, or upcoming marketing power, of...
Women: the missed opportunity when marketing to farmers
How ag marketing can connect with influential farm women. Decision-makers on the farm aren’t just gray-haired white guys these days. The decision-makers now include women, and those women...
How the digital world has changed how we do business
An update on understanding how farmers use social media to improve marketing These days it seems as though the options in the digital landscape are endless. Whether the goal is to make a...
Precision ag: opening the gateway to access, info and insight
Overcoming barriers to find value in agricultural technology. They say the digitalization of the world is the fourth industrial revolution. But look away from the Twitterverse,...