A new business owner once asked me how VistaComm successfully built its brand. Admittedly, lot of work goes into marketing and communicating your promise—a.k.a. your brand. That’s because a business that is trying to brand itself is never in direct control of how that brand is perceived. Instead, it’s the perceptions of your customers and […]
Posts in: Content Marketing
Activists are spreading misinformation about farming. So, what do you do as an agri-business marketer to accurately tell your ag story?
Ever watch reruns of The Dating Game? On each episode, a bachelorette would ask questions to each of the three bachelors, who were hidden from her view. The men’s replies helped the bachelorette decide which guy to date. The men whose comments came off as arrogant, self-absorbed, or boring rarely fared well. Those who sounded […]
So, let’s get this out of the way right up front. This is not an impartial, detached analysis of the value of road trips in the marketing business. I absolutely love them. Not a little bit. A lot. Especially in the spring, summer and fall. During an upper Midwest winter, maybe not so much. In […]
The news wasn’t encouraging. As I was sitting in a grain marketing seminar in western Iowa recently, the speaker noted that corn is in a sideways market and soybeans are in a downward market, with little relief in sight. In times like this, the ability to make a decision is key, the speaker said. “Sounds […]
“Wow, you’re legit now.” It’s a curious comment I’ve heard more than once since I’ve published several non-fiction books of Iowa history focused on farming, small-town life and food. In a lot of people’s minds, a book makes a writer authentic, I guess. One thing I know for sure: The techniques I applied to write […]