Posts under ‘Industries’

Although publicity surrounding last spring’s H1N1 (“swine flu”) outbreak has abated, health experts are looking ahead to flu season now and planning for a possible recurrence. Given the impact of this outbreak on agriculture generally and the swine industry more specifically, have marketers learned lessons about managing future situations?

Co-Authored by Mo Oishi.
This posting is based on a Quarry-sponsored study of the U.S. healthcare industry, specifically focusing on the Research Triangle Park (RTP) region of North Carolina.
It’s becoming increasingly clear that big pharmaceutical companies can no longer rely on blockbuster drugs as a sustainable Research & Development (R&D) or business model. One of the outstanding […]

Perhaps more than any other factor, the emergence of glyphosate-resistant cropping systems helped redefine the ag retail marketplace during the past 10 years. Retailers who have survived and thrived have often done so by helping their customers make sense of new technologies and practices, and then helping integrate them into their operations.

This posting is based on a Quarry-sponsored study of the U.S. healthcare industry, specifically focusing on the Research Triangle Park (RTP) region of North Carolina. See below to download a free copy of the full Healthcare Report.
One word was mentioned in almost every interview with healthcare industry business leaders, with varying degrees of emphasis and concern: […]

Some words used in marketing assume significance far beyond their original meaning. For example, in the ag-input world, the words “yield” and “performance” have assumed a similar level of ubiquity. Yield has been an important word in advertising to farmers since the dawn of advertising, but we have certainly seen a marked increase in its use.
In […]

In a recent posting, we discussed the coming digital revolution in agriculture. Our view is that, as this occurs, a challenge for marketers 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 […]

Is it all about price for farmers? It is — if you make it all about price for your product.
On any “Top Ten List” of what farmers consider important when making a buying decision — and probably near the top of the list — is “price.” Misunderstanding the implications of this simple word, though, has probably […]

If your mother was like mine, she probably rewarded you for good, consistent behavior.
And she might have had fits when you behaved like Jekyll and Hyde. So here’s a lesson in congruency for online marketers that most mothers would approve of. You’ve probably seen ad campaigns that direct you to a web site or landing […]

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 […]

Are you influenced by the “other farmers?”
When you evaluate market research on producer purchasing habits and preferences, “other farmers” are almost always near the top the list of influencers for cropping input selection. In fact, Purdue’s 2008 Large Commercial Producer Survey indicates that other farmers are second only to “local dealer reps” as sources of information.
…these farmers […]