The integration of operations and marketing in ag
You can’t have one task without the other. Marketing to Farmers views the farmer, rancher, veterinarian and ag dealer as the Chief Everything Officer. By that we mean they are the Chief Technology, Information, Marketing and Operations Officer, in addition…
Marketing to Farmers at 2018 Farm Progress Show: perspectives of a day in the life
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.
Focusing on focus groups and IDIs minimizes the benefit of other important information
With so many options to investigate and aggregate information, market research enables us to communicate directly with our target audience and determine exactly what they prefer…
The importance of audience in integrated marketing
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?
Traveling through the customer journey
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...
CRISPR technology – let’s start the conversation from a better place this time
A look back on GMOs and lessons learned. By now, most people have heard of CRISPR technology and associate it with genetic manipulation, but…
The Internet of Things impacts how we think about marketing
Farmers’ reliance on big data is evolving agricultural technology like never before. “Land was the raw material of the agricultural age. Iron was the raw material of the industrial age. Data is the raw material of the information age,” says Alec Ross in his book “The...
The importance of continuing education in ag
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...
Questions to consider when marketing precision ag tech to farmers
Precision agriculture (or ag tech or digital farming) is hardly new technology, getting its commercial start in the early 1990s. But in recent years, we are seeing warp-speed adoption on the farm and even faster proliferation of new precision ag tools, platforms and systems…
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,...