Harvesting Change: How Empathy and Service Revolutionize Agricultural Marketing
The future of marketing in agriculture is not selfish, it’s service.
Marketing is about respect, not disdain, for our audience.
When good companies in agriculture market poorly it is generally for one of two reasons…
Either they are blinded by a concept or idea they feel they need to prove to the world.
OR
They are driven by an internal emotion they need to express…a problem they need their audience’s help in solving.
- “WE need to get the word out.”
- “WE need to hit our Q2 sales targets.”
- “WE need to increase our market share…”
Great marketing is fundamentally different.
Great marketing happens when leaders are moved to touch the people they exist to serve. To identify and tell stories about change. Change that is rooted in the universal values of human experience and which the innovator uses to communicate transformation for his or her audience…
The act of marketing is to create meaningful change in the lives of our audience. To help them navigate the conflicts they face and become the type of person they would like to become.
The future of marketing in agriculture is not selfish, it’s service.
Make something different. Make people care. Make fans, not followers.