Win a farmer’s attention and earn his or her respect with third-party partnerships
The greatest challenge for ag marketers is winning a farmer’s attention and earning credibility. For people who don’t punch a time clock, the workday is tremendously stretched for those who provide our food and fiber. That time isn’t spent leaning on a truck; it’s busy. To slow farmers down long enough to listen to your pitch you need to care about the things they care about. To add believability to what you’re saying, you need to put your products in credible company.
Find out what’s important
You can find windows into a farmer’s day through the highly credible network on which he or she relies: including university Extension, commodity checkoffs and farmer-funded organizations created to overcome a business challenge.
Choose a window based on the knowledge of the farmer segment and you have the opportunity to win time and earn credibility. For instance, a row crop farmer in the South is more likely to have close generational relationships with university Extension, not only agents but also specialists. Supporting Extension efforts is a way to be the third leg in that farmer’s network. A fruit and vegetable producer is likely to be far more concerned about labor and food safety; catch his or her attention through partnerships with farmer-led organizations addressing those challenges.
Did you read about that study that showed doctors were more likely to prescribe medications sold by the representatives who buy their dinners? Even one dinner made a difference. Contrary to what a lot of negative press has implied, those medical reps aren’t buying off doctors, they merely found a window into the doctor’s office.
Meet your farmers
To find out which events and organizations carry the greatest weight:
- Look at the leadership. See any larger, influential farmers spending their highly valuable time on the board?
- Don’t oversell. Sign up for farm tours, then go to learn. This isn’t the time to sell. While you’re there, ask whose picture is on the credenza. If you’re in the office of, for instance, a national ag leader from Georgia, one frame features his Extension specialist’s wedding photo. (That’s a clue.)
- Don’t fake it. To be successful in these partnerships, respect the researchers and organizations and put some thought into whether your company can bring something more to the table than just a sponsorship check. But it must be something the organization or event needs. You’re there to help, not press your agenda.
When you know your segment’s priorities, get involved in those organizations and events. Sponsor the dinner. Provide entertainment. Whatever you do, show up.