Here’s to a Holiday that Works

Posted in: Market Research on June 26, 2012

Let's create a new national holiday that really makes a difference—"National Talk to a Farmer Day." Its purpose? Talking to your customers to find out what's on their minds, what they're excited about, worried about and planning for the next few years. Ask for their opinions on your products, service and competitors. Most importantly, ask what you can do to better serve their needs.

Jimmy Buffett: Schoolmaster for Agribusiness?

Posted in: Lessons Learned, Marketing 101 on June 26, 2012

Imagine what school would be like with Jimmy Buffett at the helm: Flip flops as part of a required dress code, margaritas and sponge cake for lunch, and spring break year-round. But seriously, we can all learn a lot about positioning food and ag products from Jimmy's successes and missteps. After all, he's not really a great singer; for most of his career he's had only one Billboard Top 10 hit, "Margaritaville."…

Marketing 101: Customer Targeting

Posted in: Customer Segmentation, Market Research, Marketing 101 on June 25, 2012

Targeting is about making tough choices. Many ag companies today are running away from choice. They want to be all things to all people. Can a company really maximize the value it extracts from the 35,000 largest farmers who buy the inputs for half of the US ag production if its stated target is the entire 2 million universe of growers? How does a company decide which customers to target? Entira follows…

Getting to the Core of Apple’s Fiasco

Posted in: Lessons Learned, Marketing 101, Sales Strategy on June 25, 2012

A new customer is a terrible thing to waste. But that’s exactly what Apple appeared to be doing with the way it handled the initial iPhone introduction. We ag marketers can learn a lot from Apple about new product launches, or how not to do them in this case. It’s especially critical for us because, in most ag product categories, we’re simply not minting new customers so we can’t afford to…

Marketing 101: Customer Segmentation

Posted in: Customer Segmentation, Market Research, Marketing 101 on June 25, 2012

We’re frequently asked about some of the basics of marketing, in particular, customer segmentation, customer targeting and product positioning. The first of these — customer segmentation — is an important aspect of marketing for our clients. Customer segmentation, along with proper targeting and product positioning, can mean the difference between success and failure. In this article we'll discuss…

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