Farming for new sales opportunities? Ag is your answer. Here are five reasons why:
1. IT’S A GROWING (AND OFTEN OVERLOOKED) MARKET
Forecasted to bump spend and continue to grow, agribusiness companies are worthy of a spot in your pipeline. However, selling to a new vertical market is no easy feat. It takes time, resources and some dedication. This investment pays off as you go from zero to sales in a new segment. There are certain steps to take in order to penetrate a new industry. The first step is to understand the market. This is why we’re sharing some seeds with you about an industry worth a look. The following predominant circumstances are setting the pace for today’s ag landscape:
- Consumers continue to show a growing preference for adopting healthier lifestyles
- The world continues to face the challenge of feeding an ever-increasing population while battling the climate crisis
- Labor shortages and supply chain disruption put pressure on increasing demand
2. IT’S GETTING A SEXY MAKEOVER
Ag has evolved beyond dirty, back-breaking physical work. There is a real and exciting story of agriculture (and agritech) that is developing that includes automation, computers, drones, good salaries and lifestyles, and ample opportunities. From robotics to waste reduction and from driverless tractors to sustainability, agribusiness is evolving into one pretty sexy industry.
The role that robotics will play in agricultural supply chains has risen to center stage and is one to keep an eye on as a developing agribusiness trend. In the same vein as robotics, the use of IoT technology promises to help make agriculture and agriculture supply chains more efficient and, in turn, more sustainable.
3. THE FUTURE LOOKS BRIGHT (AND SUPER TECHY)
Self-driving vehicles are coming to the farm as John Deere® plans to roll out driverless tractors. The world’s largest farm equipment manufacturer marks a milestone for automation by using the advancements in driverless tech and outpacing the consumer driving options.
Innovations like See & Spray™ technology use high-resolution cameras to capture 20 images per second, and with the aid of artificial intelligence, the system uses those images to recognize the difference between cultivated plants and weeds. This agritech advancement allows individual plants to be specifically treated. With this new generation of weed control, the use of pesticides can be greatly reduced.
The future vision of a farm implement’s cab reveals new possibilities for further use of artificial intelligence in ag. With its joystick control, touchscreen display and networking of all machine components, it’s a completely new operating concept. By integrating real-time weather data, individual pre-settings and job management procedures, the cab becomes the command center for agricultural operations.
4. THIS MARKET BRINGS MORE SALES FOR YOU
Now that we have shared a few of the reasons why agribusiness is not only forecasting growth, but shaping up to be an attractive career path, you can see why it deserves a spot in your pipeline. Let’s take a closer look at some of the industry’s top priorities and how print plays a critical role in the sector’s success:
Priority: Enhancing Operations
Regardless of which sector an agriculture business falls — whether growing the commodities or benefiting from the growers through purchase, distribution or sales — navigating labor shortages, supply chain disruptions and fluctuations in demand requires re-examining priorities, establishing clear channels of communication, capitalizing on brand exposure opportunities and maximizing efficiencies in operations. It takes a plethora of print products to achieve industry compliance, educate and inform, and simplify communications.
Priority: Talent Acquisition and Retention
The lack of available talent and resources dares businesses in the agriculture vertical market to go bold in their recruitment efforts. Attractive job prospects are abundant and this profusion is making the industry start to appeal to the next generation. At the same time, one of the top issues threatening an ag business’ ability to grow is talent shortage. Businesses are turning to savvy direct marketing tactics and print to recruit and retain talent, execute education programs and offer workforce training courses.
Priority: Growing Brand Visibility
Today’s consumers want information, choices and convenience, and businesses across the ag industry consistently strive to meet those needs. Additionally, the industry is moving toward more ‘coalition building’ across companies and nonprofits to promote food and ag in general. Campaigns and messaging that convey differing perspectives and practices, like traditional versus organic farming, first-time farmers versus older generations, and growing crops for fuel take concise and targeted communications.
There are so many sectors in this vertical, including seed or chemical suppliers, businesses that sell to retailers and grocers, and businesses in consumer packaging and sales. Direct mail is essential for ad campaigns. Signage is needed for anything employee-facing through consumer-facing. Packaging and label solutions showcase and help sell the products. Promotional products cover giveaways, incentives, awards, loyalty programs and more. Apparel is also key for brand-promoting on wearables for all sectors from family farms to consumer packaging brands. We share details on the print product solutions for all of the priorities listed above in our Marketing Field Guide to Agribusiness.
5. WE HAVE AG RESOURCES TO HELP YOU GROW YOUR SALES
When considering industries that buy a lot of print products, how often has the agriculture vertical market hit your radar? Who knew the market had as many far-reaching sectors as it has and that they need so much stuff? We did. If you’re not working with ag, you’re missing a truckload of business.
Are you ready to cultivate new business in this often overlooked market? Whether enhancing operations, recruiting talent or growing brand visibility, agribusiness is a hot market ripe for print sales. Find out more about growing sustainable revenue in an industry that is one of print’s hidden nuggets. Our Marketing Field Guide to Agribusiness is loaded with information to help you jump start selling to this worthwhile industry. Additionally, our free training webinars are another great opportunity to discover new markets to sell to. In our latest workshop, “Agribusiness – Cultivating New Business in an Overlooked Market” on June 22 at 10 a.m. CST, OR: replayable here, we show you how to grow sustainable revenue in one of print’s undiscovered industries.
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