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How Agrimarketing is Different

How Agrimarketing... wheat field

Do you remember the television ad that shows a man on the phone with his doctor trying to get directions to do his own surgery? After listening for a moment, he says “Shouldn’t you be doing this?” We all want the best counsel when we engage a professional—and that includes marketing. And that’s why when you are communicating about agronomy to people who no longer understand who farmers are, what they do, and how the very civilization of the world depends on them, it makes sense to choose an agrimarketer to tell your story. 

Once upon a time most people lived close to the land. Because they grew their own food, no one had to tell them how vital agriculture was to their survival. Their lives were intertwined with the seasons and revolved around plowing, planting, growing and reaping. Even though they knew that some soils were more productive than others, they rarely examined them below the level where crops grew. Soil was something that would always be there—or so they thought.

When the discipline of soil science was born in 1870, soils began to be identified as independent natural resources, each with distinct properties resulting from a unique combination of climate, living matter, parent material, relief, and time. Coincidentally, when soil science was in its adolescence around the turn of the 20th Century, the basic concepts of marketing began to be explored. By the 1960s when the field of marketing was differentiated according to discipline, the marriage of these two fields resulted in the birth of agrimarketing.

Today just two percent of the total U.S. population works to produce, process and sell the nation’s food. Because such a small number of people have a connection to the land, when most people think about the food supply, they think about their local grocery store. But ultimately soil sustains life and is a finite natural resource.

Today, agronomists are the frontline warriors in the defense of civilization and the protection of the environment. Not only do they help to feed a hungry world, but they also have the power to inspire future leaders in this global struggle to maintain a safe, affordable and abundant food supply as well as a viable environment.

Barton Marketing Group specializes in life sciences and agriculture, I can help you reach the audiences that need to hear the stories that you have to tell.

Conventional Thinking.

Trade show booth

You’ve got a booth at an upcoming convention. Now what are you going to do? You paid your money and committed your time to get you and your product out in front of people in your industry and you want to make the most of it. If you’ve never planned a booth before—and even if you have—you may be wondering what is the best way to stand out this time and make yourself and your service or product memorable.

Now is the time to remember that the important thing in the exhibit hall at a convention is not balloons and confetti or even a great giveaway. And although creativity and entertainment may draw large crowds, depending on haphazard booth traffic does not guarantee results for your bottom line.

There are lots of reasons to have a booth at a convention. You may want to generate buzz for a new product or service, or you may be looking for more sales leads, or you may want to increase your brand awareness. Whatever your goal, you want to reach the right people—your target audience. You are looking for people who will want to do business with you in the future. So before you spend time on some outrageous gimmick that might make you memorable in the moment but won’t deliver the results you are after, consider these ideas:

  • Place a distinguishable advertisement in the official event program on either a daily tab or one of the covers.
  • Sponsor one or more of the technical sessions which highlight your product or service.
  • Research the pre-registration list of attendees including exhibitors.
  • Mail or email an invitation to specific attendees on this list and give them a reason to your visit booth.
  • Update your booth display with most relevant product information for this particular audience and provide a call to action which expires after the event.
  • Network with attendees AND exhibitors to collect industry knowledge while evaluating all contacts as potential prospects.
  • Prioritize your prospects so you don’t overwhelm your sales team with too many invalid leads.

Because Barton Marketing Group offers comprehensive professional marketing services specializing in life sciences and agriculture, we can help you plan your booth at your upcoming convention. Our significant expertise working with both corporate and not-for-profit organizations will help you build your brand, create enduring customer relationships and generate revenue. We can help you reach the audiences that need to hear the messages that will help you and your business communicate your solutions to the challenges facing agriculture.