The Changing of the Guard on the Farm: Marketing to Generations X and Y
How will the transition to a younger demographic re-shape the buying conversation for your business? Who are Generations X and Y, and what do they care about? These are questions ag marketers will be asking themselves in the years ahead as Baby Boomers exit the business and two distinct, new generations of farmers begin to make their presence felt. Read more
Will Shifts in Farm Subsidies Re-Define the Agricultural Landscape?
Are farm subsidies in their current form necessary, in light of current commodities prices and farm income levels? What impact do they have on producer purchasing habits? What do you think? Join the conversation. Read more
Are Smartphones Re-defining How We Talk to Farmers – and How They Farm?
Farmers are using smartphones for a wide range of applications. Beyond calling, among the most popular features are texting, Internet access, and camera use, according to the Successful Farming survey. Wireless bridging, tweeting field reports, and conducting searches are other popular uses, members of the social media group, Farmers for the Future, say. Read more
Understanding Products as Language
What product defines your business? Great products are increasingly distinguished by their ability to provide an extraordinary customer experience. Whether it’s a John Deere 8 Series tractor that delivers power to the land, or a fungicide that enables higher yields, the experience a product provides is a powerful communications tool for your brand. Read more
Next Year, Should You Own, Earn or Rent Media?
With more ways to engage agricultural producers than ever before, we believe a question ag marketers should be asking themselves in 2011 is how much media should they own, earn or rent? A story in the current issue of Fast Company, “Mayhem on Madison Avenue,” for example, makes the point that, “while there have never been more ways to reach customers, it’s never been harder to connect with customers.” Read more
Is it Time for Agriculture to Embrace the 4 “Cs” of Marketing?
We recently had the privilege of hosting University of North Carolina Professor Bob Lauterborn at a marketing forum in Research Triangle Park, North Carolina. Lauterborn is famous for redefining the four “Ps” of marketing – Product, Price, Place and Promotion.… Read more
Tagged AgWired.com, Bob Lauterborn, Buyer Experience Chain
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Agriculture’s “New Buying Economy”
Farmers checking markets and weather – and even twittering – on their smartphones underscores that there is no longer a scarcity of ways in which to communicate with agricultural producers. There is, instead, a shortage of producer attention. New communications tools, new… Read more
Tagged agriculture, customer intimacy, economy, farmers, producers
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What’s In a Name? Four Pitfalls to Avoid When Naming a Brand
Genetically modified (GM) crops have been recognized by no less an authority than the late Norman Borlaug as one of the most rapid cases of technology diffusion in the history of agriculture. Despite their benefits, safety, and widespread adoption through… Read more
Will “Denialism” Hamper Efforts to Fight World Hunger?
How can some of the planet’s best-educated, most sophisticated people reject science in favor of Internet-powered myths and anecdotes? That’s the question New Yorker staff writer Michael Specter posed at a recent TED Conference. You can view Specter’s 16-minute-long presentation… Read more
Tagged autism, genetically modified foods, New Yorker, science, TED, vaccines
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Five Ways Farmers Will Change Over the Next 30 Years
It’s widely recognized that farms are getting larger and are being managed in an entirely different manner than they were even 10 years ago. But what will farmers look like 30 years from now?