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Reaching The Next Generation Of Farmers

Reaching The Next Generation of Farmers

This case was originally featured on the Worldcom Group website. The Worldcom Public Relations Group is the world’s leading partnership of independently operated public relations firms, with 143 offices employing some 2,000 staff in 115 cities across six continents. The Pollack PR Marketing Group is a partner within the Worldcom PR Group.

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Reaching The Next Generation of Farmers

Netafim USA, the US subsidiary of Israeli-based Netafim, the company that pioneered drip irrigation more than 50 years ago, is the largest manufacturer of drip irrigation technology in the United States. The company makes a wide array of products for a variety of markets, including: Agriculture, Landscape & Turf, Greenhouse & Nursery, Mining, and Wastewater.

For over three decades in the US, Netafim had relied upon its established presence and strong marketshare to grow its brand among its target audience of farmers. As a generational shift occurred, and younger farmers transitioned into the decision making role, Netafim found themselves on the outside looking in, when it came to reaching this new generation of growers.

The Challenge

Netafim realized that they could no longer rely on their traditional methods of reaching growers and that the company’s lack of digital outreach was becoming a severe detriment to their ability to reach new audiences. The company needed to expand their boundaries and seek out new avenues to build relationships with this next generation of younger more digital savvy farmers.

Furthermore, Netafim USA’s dealer structure made it difficult to communicate directly with the customer. This meant Netafim had to rely on its independently-owned dealers to carry the message to the end-users instead. As a result, Netafim USA had become detached from the enduser, and was heavily reliant on their local independent dealers to represent the brand properly. They needed to insert themselves back into the end-user sales process.

The Solution

PPMG conducted research on various social media platforms to see which ones were used most by farmers to engage. The agency audited the social media presence of several larger agriculture brands and studied the type of engagement they were receiving. It was quickly determined that the highest level, and most meaningful engagement, for the target audience was occurring on Facebook.

Armed with enough information to narrow the focus, the agency took a deep dive into some of the online habits of farmers. This included visiting their personal Facebook pages to glean the types of information and conversations they were having online. It became clear that a significant number of farmers were using Facebook for a variety of reasons, including: keeping in touch with their families; to voice political issues; to share successes and to learn from peers at a very localized level. Farmers are using Facebook in the same manner that the previous generation of farmers used the local coffee shop.

Primarily a male target audience, it was also determined that their spouses and families played a role as influencers when it came to sharing information on the practice of farming.

With little content readily available, PPMG set out to develop video and print content that could be used to carry sales and marketing messages to growers nationwide. Traditional case study marketing documents were converted into easily digestible video testimonials with beautiful visuals, exciting music and sound bites that held the audiences’ attention while telling a story. With the participation of farmers in key regions, PPMG’s digital team produced numerous short success videos for online distribution.

The agency implemented an aggressive paid social program that targeted farmers at various levels according to their knowledge and motivation levels. As farmers responded to video testimonials and various other awareness ads distributed through Facebook, they were retargeted with conversion and lead generation ads offering to put them in contact with a local rep. Farmers were segmented according to location and ads were tailored to connect with their immediate needs and concerns such as dry conditions, input costs and pest and disease pressures on the crop.

The Results

The content created proved to be highlight engaging and helped to achieve all the objectives set:

1. Increasing engagement

a. There were almost five million video views (4,958,233)
b. Facebook page engagement grew by 73%

2. Generating leads

a. Hundreds of leads were generated at just $38.67
b. Over 70% of the leads were rated as high quality by sales reps.
c. A large percentage of leads converted to sales

3. Direct Contact with farmers

a. Netafim re-established their ability to communicate with their end-user directly, rather than only through a local distributor.

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... from Noemi Pollack's Desk -
September

This case was originally featured on the Worldcom Group website. The Worldcom Public Relations Group is the world’s leading partnership of independently operated public relations firms, with 143 offices employing some 2,000 staff in 115 cities across six continents. The Pollack PR Marketing Group is a partner within the Worldcom PR Group.

---

Reaching The Next Generation of Farmers

Netafim USA, the US subsidiary of Israeli-based Netafim, the company that pioneered drip irrigation more than 50 years ago, is the largest manufacturer of drip irrigation technology in the United States. The company makes a wide array of products for a variety of markets, including: Agriculture, Landscape & Turf, Greenhouse & Nursery, Mining, and Wastewater.

For over three decades in the US, Netafim had relied upon its established presence and strong marketshare to grow its brand among its target audience of farmers. As a generational shift occurred, and younger farmers transitioned into the decision making role, Netafim found themselves on the outside looking in, when it came to reaching this new generation of growers.

The Challenge

Netafim realized that they could no longer rely on their traditional methods of reaching growers and that the company’s lack of digital outreach was becoming a severe detriment to their ability to reach new audiences. The company needed to expand their boundaries and seek out new avenues to build relationships with this next generation of younger more digital savvy farmers.

Furthermore, Netafim USA’s dealer structure made it difficult to communicate directly with the customer. This meant Netafim had to rely on its independently-owned dealers to carry the message to the end-users instead. As a result, Netafim USA had become detached from the enduser, and was heavily reliant on their local independent dealers to represent the brand properly. They needed to insert themselves back into the end-user sales process.

The Solution

PPMG conducted research on various social media platforms to see which ones were used most by farmers to engage. The agency audited the social media presence of several larger agriculture brands and studied the type of engagement they were receiving. It was quickly determined that the highest level, and most meaningful engagement, for the target audience was occurring on Facebook.

Armed with enough information to narrow the focus, the agency took a deep dive into some of the online habits of farmers. This included visiting their personal Facebook pages to glean the types of information and conversations they were having online. It became clear that a significant number of farmers were using Facebook for a variety of reasons, including: keeping in touch with their families; to voice political issues; to share successes and to learn from peers at a very localized level. Farmers are using Facebook in the same manner that the previous generation of farmers used the local coffee shop.

Primarily a male target audience, it was also determined that their spouses and families played a role as influencers when it came to sharing information on the practice of farming.

With little content readily available, PPMG set out to develop video and print content that could be used to carry sales and marketing messages to growers nationwide. Traditional case study marketing documents were converted into easily digestible video testimonials with beautiful visuals, exciting music and sound bites that held the audiences’ attention while telling a story. With the participation of farmers in key regions, PPMG’s digital team produced numerous short success videos for online distribution.

The agency implemented an aggressive paid social program that targeted farmers at various levels according to their knowledge and motivation levels. As farmers responded to video testimonials and various other awareness ads distributed through Facebook, they were retargeted with conversion and lead generation ads offering to put them in contact with a local rep. Farmers were segmented according to location and ads were tailored to connect with their immediate needs and concerns such as dry conditions, input costs and pest and disease pressures on the crop.

The Results

The content created proved to be highlight engaging and helped to achieve all the objectives set:

1. Increasing engagement

a. There were almost five million video views (4,958,233)
b. Facebook page engagement grew by 73%

2. Generating leads

a. Hundreds of leads were generated at just $38.67
b. Over 70% of the leads were rated as high quality by sales reps.
c. A large percentage of leads converted to sales

3. Direct Contact with farmers

a. Netafim re-established their ability to communicate with their end-user directly, rather than only through a local distributor.

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Redwire: an industry newsletter from ppmg

from
Noemi
Pollack’s
Desk

September

This case was originally featured on the Worldcom Group website. The Worldcom Public Relations Group is the world’s leading partnership of independently operated public relations firms, with 143 offices employing some 2,000 staff in 115 cities across six continents. The Pollack PR Marketing Group is a partner within the Worldcom PR Group.

---

Reaching The Next Generation of Farmers

Netafim USA, the US subsidiary of Israeli-based Netafim, the company that pioneered drip irrigation more than 50 years ago, is the largest manufacturer of drip irrigation technology in the United States. The company makes a wide array of products for a variety of markets, including: Agriculture, Landscape & Turf, Greenhouse & Nursery, Mining, and Wastewater.

For over three decades in the US, Netafim had relied upon its established presence and strong marketshare to grow its brand among its target audience of farmers. As a generational shift occurred, and younger farmers transitioned into the decision making role, Netafim found themselves on the outside looking in, when it came to reaching this new generation of growers.

The Challenge

Netafim realized that they could no longer rely on their traditional methods of reaching growers and that the company’s lack of digital outreach was becoming a severe detriment to their ability to reach new audiences. The company needed to expand their boundaries and seek out new avenues to build relationships with this next generation of younger more digital savvy farmers.

Furthermore, Netafim USA’s dealer structure made it difficult to communicate directly with the customer. This meant Netafim had to rely on its independently-owned dealers to carry the message to the end-users instead. As a result, Netafim USA had become detached from the enduser, and was heavily reliant on their local independent dealers to represent the brand properly. They needed to insert themselves back into the end-user sales process.

The Solution

PPMG conducted research on various social media platforms to see which ones were used most by farmers to engage. The agency audited the social media presence of several larger agriculture brands and studied the type of engagement they were receiving. It was quickly determined that the highest level, and most meaningful engagement, for the target audience was occurring on Facebook.

Armed with enough information to narrow the focus, the agency took a deep dive into some of the online habits of farmers. This included visiting their personal Facebook pages to glean the types of information and conversations they were having online. It became clear that a significant number of farmers were using Facebook for a variety of reasons, including: keeping in touch with their families; to voice political issues; to share successes and to learn from peers at a very localized level. Farmers are using Facebook in the same manner that the previous generation of farmers used the local coffee shop.

Primarily a male target audience, it was also determined that their spouses and families played a role as influencers when it came to sharing information on the practice of farming.

With little content readily available, PPMG set out to develop video and print content that could be used to carry sales and marketing messages to growers nationwide. Traditional case study marketing documents were converted into easily digestible video testimonials with beautiful visuals, exciting music and sound bites that held the audiences’ attention while telling a story. With the participation of farmers in key regions, PPMG’s digital team produced numerous short success videos for online distribution.

The agency implemented an aggressive paid social program that targeted farmers at various levels according to their knowledge and motivation levels. As farmers responded to video testimonials and various other awareness ads distributed through Facebook, they were retargeted with conversion and lead generation ads offering to put them in contact with a local rep. Farmers were segmented according to location and ads were tailored to connect with their immediate needs and concerns such as dry conditions, input costs and pest and disease pressures on the crop.

The Results

The content created proved to be highlight engaging and helped to achieve all the objectives set:

1. Increasing engagement

a. There were almost five million video views (4,958,233)
b. Facebook page engagement grew by 73%

2. Generating leads

a. Hundreds of leads were generated at just $38.67
b. Over 70% of the leads were rated as high quality by sales reps.
c. A large percentage of leads converted to sales

3. Direct Contact with farmers

a. Netafim re-established their ability to communicate with their end-user directly, rather than only through a local distributor.

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