See for Yourself

I was talking to a farmer recently and he had heard from his neighbour that a farmer in the next town over was experimenting with different row spacing in his canola this year. He was curious to see how it worked, so he travelled to this farm to see it for himself. The end.

Here's what I find interesting about this:

1. He heard about this story from a neighbour, but how did his neighbour hear about it? Well from his neighbour of course. The image of a dried up kochia plant tumbling across the prairies pretty much sums up how he heard about the new row spacing technique.

2. He didn't go online to research the concept of "unique row spacing methods in canola," but rather he wanted to view the field with his own two eyes.

What can we learn from this story? As a marketer my takeaway is that, when considering all of the available media options for connecting with your audience, real life experiences and interactions with someone you can trust will always be the most engaging and impactful.