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 inner optimist provides the belief that one can beat the odds and achieve success, despite the many challenges a small business faces. Without it, few ... Read More

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 yield requires an understanding of the science of soil, seed, weather, pests, planting and harvest, and that’s just the baseline. It doesn’t account ... Read More

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 Millennials. Let’s start with a few basic statistics on Millennials: Born between 1980 and 2000, Millennials are the largest section of the U.S. population, at more ... Read More

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 are making some of the most important decisions. According to the 2017 Census of Agriculture, the number of female producers increased about 27 percent, with women representing ... Read More

These days it seems as though the options in the digital landscape are endless. Whether the goal is to make a purchase, obtain information or simply communicate with other industry folks, the path to take can be more sensory overload ... Read More

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, tablets, smartphones and 219-inch televisions for a moment, and you’ll recall that not everyone has access to, interest in or a need for this burgeoning technology. Similarly, the field of ag has been slower to overturn in the face ... Read More

Trade show season is winding down and Commodity Classic (CC) is not to be left out. In contrast to the past five years, this year seemed much more low-key. Maybe it’s because we’ve come out of another tough year, and we’re heading into what seems like ... Read More

Put on a Garth shirt to market to farmers Every ag marketer dreams of posting numbers like Garth Brooks posts for audio downloads, CD sales, record sales, concert attendance…. Well, everything he touches. Though his audience is bigger than ours, setting a goal of grabbing the numbers that overlap with his is a worthy endeavor ... Read More

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