Ag is more closely aligned to the professional services arena as it relates to marketing than it appears. That’s because agriculture customers purchase products from your company that are expensive and hard to judge the quality until much later.
Because of that similarity, H2M approaches its agriculture clients like Peterson Farms Seed in much that same manner. Positive brand associations are a must for smaller ag brands to emerge as viable competitors compared to multi-nationals. Therefore, the marketing must make an emotional connection to rise above the less than optimum approach of differentation on attributes.
Today’s farmer and today’s agricultural companies are more sophisticated than at any other time in history, since the advent of the Internet. H2M’s ag marketing combines the best of both traditional and post-neo media channels.