Agriculture advertising runs the gamut, encompassing many different executions depending on the goals and needs of the brand. At R+K, our work with clients in different sectors of agriculture has given us a well-rounded view of the industry and the diverse stakeholders we serve. Below are just a few agriculture advertising examples we have produced for our clients. No matter your agriculture marketing needs, we can provide a solution and help you meet your business goals.
EXAMPLE 1: ENGAGING INDUSTRY INFLUENCERS WITH ILLINOIS SOYBEAN ASSOCIATION
Overview: We developed “Gather Around the Table,” an intimate dinner event for the Illinois Soybean Association (ISA), to give the 43,000 Illinois soybean farmers a “seat” at the table with influential leaders in the food industry and emphasize Illinois soy as a sustainable raw ingredient for consumer packaged goods.
Why it worked: This event allowed for real-time interactions between ISA leadership, Illinois soybean farmers, influencers in the food supply industry and NGOs to stimulate conversations with potential partners, provide information about soy sustainability and answer questions.
The results: The event led to changed perceptions of soy sustainability among attendees. A post-event survey found:
- 69% of respondents indicated they were very familiar with Illinois soybean farmers’ sustainable production practices, compared to 32% in the pre-event survey
- 63% of respondents indicated they were very interested in partnering with organizations like ISA that share their commitment to sustainability and reducing environmental impact
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EXAMPLE 2: CONTENT MARKETING FOR GROWMARK FS
Overview: To accommodate farmers’ changing needs for information gathering and in order to help them better reach their customers, Growmark FS shifted to a “digital first” media model. To do this, we recommended a shift from a traditional media mix to a hub-and-spoke model of content marketing, which anchors content distributed over time (the spokes) back to one central piece of content (the hub).
Why it worked: The two-phase plan focused on the hub-and-spoke content model and created a united brand experience through a fully optimized, updated website/content hub. We prioritized first party and deterministic data and used machine-learning optimizations to help move media campaigns toward client objectives.
The results: At the end of FY22, we could see that 24% of all site traffic over the previous 12 months came directly from digital campaigns. Subsequently, the client has been able to see how their digital campaigns have been optimized based on site traffic increases scaled to individual campaigns.
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EXAMPLE 3: RESEARCHING GROWTH OPPORTUNITIES WITH CNH REMAN
Overview: CNH Industrial Reman delivers better-than-new quality remanufactured parts for construction and agriculture equipment as an alternative to purchasing new parts for equipment repairs. Because remanufacturing remains an underutilized asset to these industries, CNH Industrial Reman wanted to increase awareness and consideration of its offerings among dealers and customers to identify growth opportunities and gain a larger market share.
Why it worked: Two surveys – one targeted at agriculture leaders, the other targeted at leaders in construction – uncovered perceptions of remanufactured equipment and parts as well as barriers to adoption.
The results: The results demonstrated that educating end users about the remanufacturing process drives purchase consideration and increases positive perception of product reliability.
- 21% of construction respondents moved from a terrible, poor, or good reliability rating to rating remanufactured parts as excellent
- 15% of agriculture respondents shifted to an excellent rating from poor or good
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EXAMPLE 4: OMNI-CHANNEL CAMPAIGN FOR BAYER
Overview: Compared to other crop inputs, fungicide use was low, with only 18% of total corn acres treated at the time this work was executed in 2017. Bayer saw potential for long-term market growth with the launch of Delaro fungicide, a premium product. The goal of this product launch was to drive brand growth and rejuvenate the fungicide category with a premium fungicide that was differentiated from its competitors.
Why it worked: Previous research uncovered that growers strive to do their best and Delaro could help them achieve their “Personal Best.” We leveraged this insight to create the “Raise the Bar” omni-channel campaign. Video, radio, print and digital tactics including paid search, display, native, and YouTube pre-roll ads were deployed to support “Raise the Bar” campaign messaging and engage the target audience.
The results: As a result of these efforts, the omni-channel plan achieved:
- 19% year-over-year sales growth for Bayer corn and soybean fungicide category; exceeding the goal of 11%
- Bayer differentiated Delaro and launched a new premium fungicide product without cannibalizing other Bayer fungicides
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R+K is an agriculture marketing agency with focus areas in strategy, content and activation. There are more agriculture advertising examples to see in our case studies. We help our clients meet their desired goals by implementing an outcome-first approach to ensure our work aligns with their customer journey.
FAQs –
HOW DO I PROMOTE AGRICULTURE?
Promoting agriculture requires a mix of paid, owned and earned media working together to drive target audiences through customer journey, from awareness to purchase and loyalty. Owned media is fully controlled by the company and includes original content produced by the brand. Paid media uses paid advertising tactics to drive traffic to the original content on the brand’s owned channels. Earned media calls for acquiring brand coverage without using paid tactics, which spreads awareness about your brand and aims to boost your company’s reputation. The goal of using these three types of advertising is to move the buyer through the sales funnel to enhance ROI in the form of leads, conversions and sales.
WHAT ARE THE TYPES OF ADVERTISING IN AGRICULTURE?
Agriculture uses advertising tactics like those used in mainstream B2C industries, albeit on industry-specific channels. Print and radio advertising are often bought through crop or livestock-specific publications to reach the target audience. Out-of-home executions are typically placed in rural areas to catch the eyes of the customer where they live and work. Digital advertising uses social media targeting to reach those in the appropriate audience segment as well, and web-based advertising can target endemic and programmatic channels. Content created by the brand on relevant agricultural topics that are of interest to the customer make up owned media. Earned media outreach consists of building relationships with ag influencers and publications to boost the brand’s reputation and spread awareness about the company.
If you’re interested in learning more, check out more of our work or connect with us.