A Very Particular Set of Skills
Last fall, not only were we in the midst of a pandemic, we were in the midst of an agricultural downturn. I would joke that we were in year seven of a two-year agricultural downturn. (A private joke from an old H&G series called Weekend Warriors, where homeowners would embark on projects with a projected time frame of four days. It would show them on day 6, day 14…. I think day 67 was the longest one.) Weather, trade, and circumstance created long-running low commodity prices. Government payments accounted for one-third to as much as one-half of farm income this year.
Special Set of Skills
But payments don’t keep farmers farming, although they do keep them in business. Farmers farm because they have a very special set of skills: balancing costs and revenue, knowing when to plant and what to plant, deciding what products (of an ever-increasing array) to use, when to take risks, and when to play it safe. They make big decisions every day and live with the outcomes.
Farmers Are Resilient
In talking with farmers for over 35 years, it’s amazing how many of them have a story of near failure, being close to abject ruin, only to come back through a combination of hard work, smart decisions, and cooperative weather. These trials build strong character, commitment, and pride.
“Learn to code” is not an option for these warriors dressed in plaid shirts and seed corn caps. These warriors have a special set of skills found in few people, and those skills feed and cloth us every day.
My Special Skills
By the way, as many of you already know, Millennium Research, Inc. has moved to a small rural town in Texas. Drive out a mile or two and there’s beef cows and round bales. It feels good to be out among the type of folks I’ve talked with over the years.
When you’re in need of market and customer insight, think of using a professional with another set of very special skills — unearthing the key insights you need to move your business forward.
SPECIAL REPORT BY MILLENNIUM RESEARCH: SOCIAL MEDIA AND TODAY’S FARMER
Today’s leading farmers are increasing their use of social media, and companies that pay attention and do it right have a market-leading opportunity.
This definitive study will answer these burning questions for today’s agribusiness and agencies:
- Which of today’s farmers use social media?
- On which social media platforms will you find farmers?
- What makes them pay attention to social media?
- What are their biggest turn-offs?
- What’s the best way to use social media to reach farmers?
- What is the future of social media and agriculture?
Millennium Research introduces a unique definitive benchmark study examining how social media is used and regarded among today’s agricultural producers. Using unique data collection methods to go beyond traditional metrics, this study will measure more than Google analytics, provide more insight than traditional qualitative techniques, and share insights that will shape the most successful social media and social advertising campaigns of the future. This study will speak directly with farmers who say they get daily information from social media, gain insights from their needs and show how to expand this influence beyond early adopters.