Breaking Through the Noise: Creating Lasting Change in Agricultural Marketing

How do you make change happen?

It’s a simple, powerful question that no one in agricultural marketing can answer.

Because ag marketing has become a complex, chaotic, zero-sum, daily battle for relevance.

They told us it was critical to get the word out about our brand and product—to shout louder for the customer’s attention.

• “Put up another field sign.”
• ”Schedule another promotion.”
• “When was the last time we cut our prices?”

Leaving our companies scrambling from one tactic to another…

• We turn to social media marketers to help us find ways to interrupt our target audience.
• We ask PR pros to get us articles, mentions, and impressions.
• We pay advertising agencies to develop, purchase, and place beautiful ads to attract customers.
• And we hire SEO specialists who guarantee that we will be found when customers search for you.

But the explosion of new competitors, channels, and platforms, coupled with the erosion of trust and the changing demographics of the industry, has made cutting through the noise today nearly impossible.

Making influence a big problem in agricultural marketing. In fact, the agribusiness leaders I talk to every day say that identifying unique opportunities for differentiation continues to be a top concern and that creating meaningful value that their customers can’t find anywhere else is a strategic priority.

However, in spite of the massive amount of new technology flooding the market and creative business models being tested across the globe, most leaders still don't know how to make change happen.

How do we influence what our customers are searching for? How do we create new demand instead of merely capturing what currently exists?

These are the questions that “Ag Done Different” exists to answer. Where some see only competition to fight over ever-shrinking margins, we see opportunities to be different. Different in what we believe about our business. Different about the products and services we offer. Different in the way we deliver value. Different in the way we build our teams. This newsletter works to convert the confusion and noise surrounding the business of agriculture into actionable market insights, empowering industry leaders to clearly articulate their unique value propositions and the problems they solve. Today, we are taking another step toward pursuing that vision by creating a paid experience for industry leaders. Starting this next Thursday, August 15th, I will release the first paid edition of Ag Done Different.

Paid subscribers will receive:

• Weekly editions of the newsletter (published on Thursday mornings at 8am CST) which will highlight various opportunities to define unique problems, design novel solutions, and dominate new market categories you can own.
• A monthly category design report analyzing a current company in agriculture.
• Free access to the category design frameworks I use with clients.
• Advanced access to the weekly “Ag Done Different” podcast.

And much more!

Upgrade to Paid

*After August 15th unpaid subscribers will only receive a monthly post and will have access to the podcast one week after it is published!

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You can use this customizable expense request template to streamline a message to your manager.

Make something different. Make people care. Make fans, not followers.

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