As an agrimarketer, have you thought about how the digital age will impact how you communicate with producers? Of course, you have. The potential for digital information technology to revolutionize agriculture — and producer purchasing habits — is a much-discussed topic.
But whether the revolution has truly arrived or if it is still on the horizon is less clear. Regardless, understanding the nature of the shift — and the role of public relations in this new environment — can help agrimarketers communicate more effectively with increasingly information-savvy producers.
Producer technology, information sharing and media habits
According to the USDA, the percentage of farmers using the Internet for business purposes had grown to 63% as of 2007. For many producers, however, the value of the Internet is limited because it is not readily accessible to them as they walk fields, apply inputs or work livestock.
For many producers, their most valuable technology tool remains their cell phone. However, the cost and reliability of Internet access via web-enabled smartphones have not yet made this feature a widespread tool.
Larger growers are sharing information one-to-one across geographies as noted in this earlier posting. Producers are increasingly interested in sharing ideas and Best Practices with people like them, and they also still rely heavily on University and other third-party recommendations.
Print media and traditional farm broadcasting — because of their “on-the-go” accessibility — are still very relevant. Specifically, when these information sources help make global knowledge locally relevant, they play an important role in input selection.
What does it mean?
As the ways in which farmers and ranchers gather, process and share information — and interact with traditional forms of media — evolve, how should public relations practices adapt? And how should they stay the same?
- Engaging producers, University experts and third parties in public relations campaigns continues to be important.
- For now, digital communications may be more valuable in communicating with channel partners than producers. Web sites can be effective, but should be interactive and enable growers to learn from peers and University sources.
- Traditional print and farm broadcasting media should not be overlooked when developing public relations campaigns.
- Every campaign offers the promise of higher yields. Understanding your audience’s Unique Buying Proposition® can help you better understand how, where and when they want to do business and help you develop communications that stand apart.
As the digital revolution comes to agriculture, a challenge for agrimarketers will be to close the gap between brand strategy and the customer experience — between what tools like Web sites and the Internet can do to enhance the customer experience and how they’re actually used. Public relations strategies that blend the power of third parties with the right mix of traditional and emerging media can help bridge this divide.
Apr 30th, 2009 4:23 pm
It’s true that agriculture is changing, but what matters most to farmers — weather, market prices, input costs, the latest innovations and what other farmers are up to — remain unchanged. To your point, as technology increasingly links farmers to new digital channels, the trick will be to enhance their experience by appealing to these core interests.
May 1st, 2009 1:04 pm
Interesting question you pose with “Will the Revolution be Publicized.” Of course farmers are different than non-farmers in many ways. One of the biggest differences is that most farmers continue to hunger for information. They ask questions, seek another opinion, attend meetings, read their favorite farm magazine. Watch the face of a grower at Corn College or a dairyman at the Elite Producer Business Conference. The intensity is amazing. These guys and gals never want to stop learning.
The digital age will not be a revolution on the farm. The digital delivery of information will simply be an extension of current communication vehicles. One more tool for a farmer’s learning toolbox. Think evolution not revolution.
May 1st, 2009 5:33 pm
I wouldn’t underestimate growers’ desire to engage in online communities. They’ve always had a strong desire to talk with other farmers across the fenceline or even across the country. Lots of agribusinesses might feel that a website or online newsletter, heavily peppered with their own promotional info, will do the trick. But I say it’s time for ag companies to be a catalyst in building online communities. Facebook for farmers?
May 5th, 2009 8:30 am
Brad brings up some very good points here. As with any large audience, growers will find clear value in social media networks as communication and education tools. I would go further to wager that the USDA numbers quoted above are skewed low and do not take into account the informal perusal of RSS feeds and blogs - which have become almost transparent as they’ve integrated into news and search engine sites. These communication tools are here and, as with any medium, should be evaluated and considered for any communication program.
Speaking directly to the paragraphs comparing online and traditional media, in my opinion this is a much easier issue to deal with. Even as new media grow, the recognized thought leaders - including editors and educators - remain largly unchanged. The primary role of public relations remains to facilite communication with those thought leaders. The biggest impact of new media, which we’ve been dealing with for a few years now, is their impact on deadlines and the ability to gain valuable coverage in hours rather than months.
May 7th, 2009 10:47 am
As with all campaigns, it is about hitting the right mix of vehicles for a particular industry or audience. Many companies feel pressure these days — sometimes warranted, and sometimes misdirected — to jump whole-heartedly into social networking and new media, because “everyone is doing it”. I think it’s really important to step back from the 24/7 cacophony of internet marketing and think about what makes sense for your particular business and clients. Seasoned professionals know that not all tactics are appropriate for every business at every point in time, and digital communications and social networking will take on a different role and position based on various objectives. This post hits on just that note: While you can’t deny the digital world in which we live, it is important to understand agribusiness and the players, and which parts of the digital world are right for this arena at this juncture. If producers cannot access Twitter and Facebook while they are working, then by all means it should not be a primary communications tool. If they can get reliable access to news headlines and other data through RSS feeds and cell phone technology, then maybe that is the place to start. One upside to digital media is that its fluid timeline and instant delivery may be a good match for producers’ early morning working hours— where traditional media headlines are often geared toward the traditionally-accepted mainstream 8 am or 9 am start time, agrimarketers may be able to complement those 4am radio shows with various digital messages that reach a producer during actual working hours. If you have ever been a marketer who, like me, was initially unfamiliar with this lifestyle and up at 4am for a farm broadcaster event, you may be interested in how to get producers your message without waking up in the middle of the night!
The post rightly points out that if universities and third parties continue to be major influencers then by the nature of their business they will probably be a better target for an agrimarketer’s entry into new media, while traditional vehicles such as radio and print will still play a major role in reaching producers. I am not burying my head in the sand and saying that the internet isn’t right for agribusiness, I am suggesting that companies consider the right way to do this.
May 8th, 2009 7:09 am
This is a thought provoking post by Brad Bremer - one that the farming community and related parties should carefully consider. As Ms. Burigatto states, just because a tactic seems to be the latest craze, it doesn’t mean that it’s right for everyone.
Further, to Brad’s points, “practicality” in the day-to-day must be considered….along with the key, but sometimes hard to execute, notion that the messages delivered…regardless of the mode…must be customized for each audience’s needs.
May 21st, 2009 1:48 pm
Digital media provide opportunities to communicate your company’s message directly to the end-user, and therefore should not be overlooked simply because the technology is not available to 100% of farmers. It can also work hand-in-hand with your traditional print/radio campaign. As always, the key to success is to tailor your message to fit the channel. Until digital technology is more widespread, online postings can be published in newsletters or leveraged as story ideas for traditional outlets. In addition, print or radio stories can be followed up with an online discussion with a thought leader.