Marketing the Commercial Expertise of Rural America to Create Resilient Agribusinesses
May 5, 2020 
To survive in our current disruptive times, agribusinesses should be the leading communicators about how they represent both constant tradition and unwavering service even in the toughest of climates.
Pandemic or not, the importance of communicating the value of agriculture-based businesses and farms cannot be stressed enough. As we grapple with new realities, the story of your operation and business is more important than ever to capture market share and preserve staying power. Point-blank: the implementation of a proper marketing plan can increase the bottom line and communicate the business expertise and values of rural America.
Consumer Preferences
A common misconception is that ag-centric businesses and farms are self-sufficient and traditional word-of-mouth works just fine for customer acquisition. In reality, circumstances are changing. Consumers now want the best of everything and to feel connected with the companies where they do business. They need to know they are patronizing a company that shares their beliefs, builds the best products, and farms with responsible practices.
It is therefore crucial to invest money in proper marketing tools such as a professional website, logo, messaging, content, video, and social media. This type of professionalism is now required to gain trust. Think of it as a virtual shop front, so to speak. A potential customer would not want to invest money in a business that has not first invested in themselves. A website or marketing material with an unprofessional look (or no marketing material at all) can, in fact, hinder the reputation of a company. On the other hand, with a professional brand, it will spark curiosity in customers and they will want to further explore the expertise of the business.
Due to a persistent decline in the economy of rural America, active steps need to be taken to build a competitive advantage and show its outsized importance to the world. The key players holding onto traditional ways of operations are aging. Most farms are still family owned and many of the agribusinesses that serve customers today were born of this tradition. In order to protect and grow the business of rural America, your story needs to be told.
Building brands is the first step towards that communication. Stronger brands tend to be more resilient and able to survive difficult financial times by cultivating an emotional connection with their customers who – more often than not – want to support the industry even in the toughest of times. Branding helps communicate corporate stewardship, customer service, and respect for the farming heritage. Just think of how much John Deere’s brand is part of Americana. Aim for the same kind of impact with your company/farm, regardless of its size!
Efficiency and Profitability
The thing about marketing is that it has to be done right — and by professionals. A half-done job can cause more harm than good to a company’s reputation. A website with no quality content, an outdated look, or inconsistent communication can strongly discourage a potential buyer. Hiring specialized consultants can help reduce the marketing complexity. Professional marketing guidance helps owners rethink their ideas, reassess strategy, and find/elevate their own narrative. Moreover, agribusinesses often rely too heavily on intuition. Informed marketers can provide fact-based solutions that involve both qualitative and quantitative data to maximize impact and profitability. As competition around the world increases, it becomes vital to persuade customers to patronize your operation by a strong and reliable marketing presence.
Constancy in Disruptive Markets
Messaging in marketing is more than just pure creativity; it leads to innovation, growth, modernization, and opens the door for new opportunities. It teaches consumers ways their life can change for the better. To survive in our current disruptive times, rural American ag businesses should be the leading communicators about how they represent both constant tradition and unwavering service even in the toughest of climates.
Branding is not just about creating a logo; it’s about aligning the entire corporate strategy. Professional consultants can provide the much-needed review and make sure all components of the business are consistent with the promise of the brand. That promise is usually not a one-size-fits-all, instead it involves finding your unique perfect blend of traditional values, modern scientific data, and the understanding of human needs including those of the business owners and the customers. Branding is the constant promise you make to the consumer and live up to it. By defining that promise, all stakeholders have a purpose and vision towards a common goal. A uniform and thoughtful corporate message can therefore represent the stability consumers crave and help your operation survive and thrive.
Stories to Tell!
For an industry that provides food on the table and is the source of income for millions of Americans, not enough is done to relay the importance of our work. America needs to be reminded of the significance and contribution of rural American agriculture to society and there is no other way to communicate that importance than proper marketing and branding. And, what’s even better is the agriculture industry has brilliant stories to tell!
With fully functional marketing support, a sharp strategic plan, and a customized brand, you can communicate the usefulness of your ag operation for customers and the broader public. It will help ensure your business tradition continues while helping feed the world and making money.
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