Consistency is the key to marketing micromoments. In our hypertechnological world, we have an overabundance of micromoments. What are micromoments? They are the small capsules of time that divert our attention from our everyday tasks to the instinctual use of a digital or mobile device. Each time we pick up our phone or tablet from ... Read More

Farmers are not a generic, homogenous group. If you’re new to the ag business, you, like many first-time ag marketers, may assume that farmers are a homogeneous group. After all, farmers only represent one percent of the population. Once you peel away the demographics layer, how different can they really be? Very different in terms ... Read More

In addition to checking out the latest in farm products, services, machinery and technology, we had the opportunity to meet several farmers and take a pulse on what drives them to farm in 2018 ... Read More

We’ve all made assumptions. We think we know something, only to realize whatever we thought we knew couldn’t have been further from the truth. If only we had asked… Isn’t that the point? ... Read More

From persona to personalization: how brands develop the customer experience The customer journey has become very trendy and for good reason. It defines who the customer is within the marketplace and creates engagement between the customer and the brand. So how do brands present the customer journey and embrace it, so that it enhances every ... Read More

Lifelong learning is the key to marketing success In his opening remarks at Farm Journal’s Corn College last week, program owner Ken Ferrie noted “a lot of our money and our daughter go to Iowa State.” As the audience laughed, he continued to discuss his daughter’s education and, as a young woman in 2018, her ... Read More

When marketing to farmers, what does your gut tell you? Some call it intuition, others call it the pit of your stomach, and everyone can feel the effects of it. What we’re referring to is your gut instinct. As Today’s Farm reports, farmers have traditionally relied on their gut instinct to make important decisions, based ... Read More

Influencer audiences are an important marketing channel. The buying decision for a consumer product is a very different experience than that for a business, specifically in agriculture. In agriculture, decisions about products, equipment and seed are complicated decisions that can take a lot of time, research and energy. And, unlike consumer marketing, you are not ... Read More

A brief conversation about why farmers go to farm shows. Recently Jeff Walter and I attended the Farm Progress Show. My husband Dennis, a retired sales agronomist, walked the show with us. As always, we caught up with clients, media partners, friends and neighbors, and made some new friends, too. The show was well-attended; and ... Read More

The next generation of ag is returning to Rural America after time spent in the private sector. We are all creatures of habit and that includes marketers with an ag audience. The audience is evolving, so you may not get away with your tried and true, lead-with-traditional-media strategies for too much longer. In recent years, ... Read More