When working with all manner of manufacturers (whether it be seed, chem, equipment, etc.), there is a prevailing concern regarding the challenge of selling to a farmer customer through a third-party retailer (independent, chain or co-op) who may or may not have the best interests of the manufacturer in mind.
At Think Shift, we advocate for starting any strategic marketing campaign with the right people around the table. In 2020, the case is clear for saving a permanent seat for public relations. Many people may hesitate to invite PR out of a (relatively justifiable) worry that putting too much focus on the company’s image may jeopardize the creation of a truly compelling campaign. [...]
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