Fonterra's recent announcement of an increased dairy payout means agri-marketers need to think carefully about their marketing plans for 2012.
It's tempting to imagine this bonus in the dairy sector will result in a spending spree as farmers rush out to spend their extra cash. But marketers would be well-advised to take a more considered approach.
Many businesses expected the last dairy payout to result in increased spending but the reality for most farmers was they took the opportunity to reduce debt rather than have a spend-up. This time, with debt reduced, marketers can justifiably expect a modest loosening of the purse-strings.
However, Hot Mustard's nearly two decades of working in the agri-business sector has shown that farmers are canny when it comes to being marketed to. They're alert to any attempt at a money grab. What works is messaging that communicates real production benefits that farmers can quantify and measure.
"Marketing to farmers has to be clever," says Hot Mustard Creative Director, Jay Houghton. "They're some of the most astute customers we've ever had to work with."
It's important to understand this market fully in order to come up with ideas that are not only clever but demonstrate how the product or service will deliver real value and improved returns. Hot Mustard's team of experienced agri-marketers delivers marketing ideas that enhance brand integrity and drive demand for new or established agriculture products. As market leaders in agri-marketing, understanding this sector comes naturally to the Hot Mustard team.
If you're looking for a new approach; one that works with farmers, it pays to work with the experts. Talk to Hot Mustard now.
22/12/2011
Hot Mustard's Creative Director, Jay Houghton