Put on a Garth shirt to market to farmers
Every ag marketer dreams of posting numbers like ...
Recently we’ve had some discussion in our office about how and whether the brand loyalty of Millennial farmers is different from older generations on the farm. When it comes to choosing crop inputs and equipment, they don’t automatically buy what their parents and grandparents bought. Instead, they often begin the decision-making process by first researching the problem they are solving for, and then looking carefully at reviews, ratings and discussion about how products have performed for others. Only once they’re certain about how a choice will work for their specific needs do they buy.
Does this mean they are less brand loyal than the generations who came before them?
Not necessarily. While it’s true that their product selection process is different, there’s reason to believe that Millennials are in fact more fiercely brand loyal than previous generations. Because they want to forge a deep connection with the brands they choose, they prefer to stay with a brand that gives them what they’re seeking.
That may sound easy enough. But what exactly are they seeking? To find out, we did some reading up on the subject and talked to the Millennials in ag we know. Following are our observations and recommendations for brands who want to win the brand loyalty of Millennial farmers:
Brands that keep these ideas in mind will no doubt connect more readily and deeply with the Millennial farmer audience. Though it may require rethinking strategies and working hard work to activate against a new approach, the payoff – brand loyalty from a discerning audience – will be well worth it.
Every ag marketer dreams of posting numbers like ...
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