Thinking Deeper About Agricultural Marketing

This is Tim Hammerich of the Ag Information Network with your Farm of the Future Report.

We spend a lot of time in agriculture thinking about production: costs, agronomy, efficiency, technology. But we don’t often spend enough time thinking about marketing. Dan Schultz calls himself a category designer. He helps agricultural companies think more deeply about their marketing and how they can really resonate with customers.

Schultz… “ A lot of the things that we do, we try to get ideas, things to stick in people's minds. Like how can I get this message to stick? How can I tell it to them over and over and over and over again, so that they finally get what it is that I'm trying to do? We try to throw out all these like really scientific ideas, but at the end of the day, what we're trying to do, our goal in marketing is trying to help our customers reframe the story that they're telling themselves so that they can achieve what they want to achieve, and so that they can do what they want to do, and so that we can help co-create that better future for them. And so I think again, we lose a lot of that in the conversation around KPIs and all those things, important topics. We have to make sure that we're staying within our budget. We have to make sure that we're doing this in a profitable, you know, return on investment type way. But at the end of the day, what we're trying to do is we're actually trying to reach out and change a group of people and help them reframe the story that they're telling themselves so that they can better control their future so that they can better run their businesses so that they can do what it is that we're trying to help them do.”

That’s Dan Schultz of Schultz Collaborative.