The value of market segmentation is well understood by Agriculture Marketers. By identifying key attributes such as attitudes, perceptions, and buyer values, you can craft customized marketing messages that are highly targeted to each segment. If utilized properly, segmentation can greatly increase the impact of your overall marketing…
Years ago, I was invited to observe a focus group with North Carolina soybean growers. The sponsor, a leading marketer, decided to contract the moderation to an outside researcher. As you might expect, the farmer panel was right out of central casting. Attendees in dusty overalls trickled in,…
How Loyal Are You? Strong customer loyalty should be a primary goal for any marketer. Due to high customer acquisition costs, maintaining customers has a significant impact on your bottom line and builds growth and profitability for your company. Yet few marketers use market research to measure customer…
Are You Statistically Significant? Survey researchers use significance testing as an aid in expressing the reliability of survey results. We use phrases such as “statistical significance”, “margin of error”, and “confidence levels” to help describe and make comparisons when analyzing data. Statistical significance is often misunderstood and misused…
Creativity vs. Market Research Marketers and their agencies value market research insight in developing successful marketing and communication strategies. The more you understand your customer and prospects, the more effective are your marketing efforts. This is particularly important in today’s extremely dynamic agriculture market where changes in demographics,…
Cheaper By The Dozen - Online Qualitative Research At a time when inflation and higher prices dominate headlines, it’s rare to find anything that can be accomplished at a lower cost. Due to technology adoption and COVID-19 (Yes, the pandemic), marketers now can conduct Qualitative Focus Groups with…
Most successful marketers understand the importance of market segmentation to direct an efficient and effective marketing plan. By understanding your key segments, their attitudes, perceptions and buyer values, you can craft customized marketing messages that can be highly targeted to each segment. There is a trend to adopt…
In any typical year Farm Shows are a significant part of an agriculture marketer’s schedule. Shows provide an opportunity to have direct contact with both existing and potential customers, hear performance reviews, and gain significant input on new products or concepts. Unfortunately, 2020 has not been a typical…
The current pandemic has affected every business – either directly or indirectly. Unless your business is in the medical field, you probably never thought about planning or preparing for a crisis such as the one we are all now facing. Most well-managed companies will have some crisis management…
The New Game in Town More and more communities are investing in brand development. Mark Vogel, Senior Partner at the Avant Marketing Group, discusses the right and wrong way to go about community branding.