From Fields To Screens: Integrating Traditional Media Into Ag Marketing

4 reasons traditional media remains vital for engaging the ag audience

A well-rounded media plan is necessary to reach an ag audience.

Over the last several years, we have seen a change in the allocation of media budgets, with digital media taking a larger share over traditional media. Despite proclamations that traditional media is dead, channels like print, radio and television are still very relevant in many industries, including the agriculture space. Ag companies need to ensure media plans don’t move entirely away from traditional channels. Keep reading for four reasons traditional media is an important part of a media plan to reach an ag audience.

A valuable resource
Even in the age of smartphones, traditional media is still a valuable resource in the ag industry. Ag media in particular enjoys long-standing trust and credibility with growers, livestock producers and ag-supporting industries. This makes the information shared on these outlets more credible when compared to potentially anonymous online sources. According to a recent Successful Farming study, publications and television are mediums that provide accurate and trustworthy information. Additionally, the study showed that ads in ag magazines and newspapers are most often rated as at least somewhat helpful to learn about crop inputs compared to other ads or promotions.

Traditional media channels, and the content offered by publishers like Farm Journal that farmers know and trust,  provide the opportunity to deliver more in-depth content, including print articles and TV and radio programs. And most traditional media outlets also have a digital component, making their information accessible in multiple formats. The content in these channels focuses specifically on agriculture, often making it highly relevant and actionable.

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Breaking through the digital clutter
We increasingly spend more of our waking hours online and are bombarded with marketing messages. There’s evidence that users are becoming increasingly numb to conventional digital advertising and engagement. A survey from Hubspot revealed that 57% of participants disliked ads that played before a video and 43% didn’t even watch them. The report highlighted frustration and negative brand association with digital advertising clutter that prevents the audience from consuming content.

Traditional ads, on the other hand, don’t have those barriers. And there is evidence that the ag audience still considers traditional media informative. The Successful Farming study shows that they favor traditional media, like publications and television, as sources to improve operations or business and contain ads that are relevant to them.

Accessibility
While most rural areas have access to the internet, the connection may not always be reliable, especially in remote areas. Advertising on traditional media channels allows brands to reach those who may not have a reliable internet connection.

Traditional media channels ensure relevant agriculture industry information is available to everyone and is easily accessible. Radio is a great example. It is almost always available and can be consumed on the go, while in the truck, tractor or combine. In fact, in a recent Brownfield Tailgate Talks, which offers insight into the minds of farmers, both participating farmers said radio is a go-to channel for them, and they split their time between music and news.

Additionally, some growers are keen to have an actual physical copy of a print publication in hand. This allows them to refer to content quickly and easily, which may be more streamlined than relying on a digital bookmark or downloading information found online.

Complements digital media
Audiences interact with your company in multiple ways in both traditional and digital media. To optimize impact, create a plan that uses an omnichannel approach, integrating online channels with traditional ones. That can include:

• Outdoor advertising and geotargeting– Billboards and banners are great for brand awareness in specific areas. You can use geotargeting from online platforms such as social media to narrow down the locations of prospects so you can place advertising in that area to drive engagement.  
• Direct mail, brochures and online discounts– Direct mail and brochures could include a discount code that drives people online to a custom landing page to claim the offer. 
• TV and QR codes– QR codes are a great marketing tool for driving mobile users from traditional ads to online channels. Avocados from Mexico incorporated this tactic into their 2023 Super Bowl commercial. The 60-second spot, which transformed New York into an alternate universe showcasing everything avocado, featured QR codes to engage viewers. When viewers scanned the code, they were pushed to X (formerly Twitter) to tweet about the brand.

Paid digital should be a part of any media plan, but traditional channels should not be removed in their entirety when trying to reach target audiences in the ag industry. Traditional media channels provide high reach and mass awareness. Using these channels is not only important during product launches, but also to maintain awareness and keep products top of mind. Sustaining levels of traditional media during key timing will continue to drive qualified leads toward a brand’s digital presence.

A tailored marketing strategy that combines traditional and digital media can offer the best of both worlds, resulting in an unbeatable combination that leads to a significant impact on conversions and ROI.

R+K can help with media planning. Contact us to learn more about our media planning team and how we can help you. Check out our case studies for more information on how we have helped other brands.

We would love to hear more about your business and goals. Drop us a note to start a conversation.