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…

The Reality of Fantasy

Posted in: Lessons Learned, Marketing 101, Trends & Perspective on June 25, 2012

Online gaming entrepreneurs are achieving success by delivering what their audience wants, without regard to how their products mesh with "reality." It may sound crazy, but the operating principles they're using can be applied to the real world if we open our minds to the possibilities they hold.

We Need a Hero

Posted in: Supply Chain & Logistics, Trends & Perspective on June 25, 2012

Putting together a distribution system that works to maximize value takes time, effort and a long-term plan. Sounds like a pretty obvious concept, doesn't it? Yet, most companies still design their distribution systems on an as-needed basis and continue to modify them over time with no real long-term plan. The result? Systems that don't really service anyone in the value chain, let alone the customers.

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