Reach Or Effectiveness? – That Is The Question

When Crop Protection companies plan their marketing campaigns, what’s the best mix of mass media, field contact and promotional support? That’s a complicated question. In part the answer depends on the trade-off between reach and effectiveness. Of course, cost is also an important factor.

Stratus recently completed a survey of 1,150 US farmers with an average farm size of 2,500 acres. The study examined the extent, quality and effectiveness of 15 different touchpoints from trade shows to TV advertising to social media. The leading 6 Crop Protection companies were profiled in the study (as well as the leading 9 Seed companies).

For reach, nothing beats mass media. For the average CP company, 48% of their customers recalled seeing print advertising by that company. Only 17% had a company rep visit their farm, and 16% participated in a grower rewards program.

But mass media has less impact. On average, customers who recalled print advertising purchased 2.2 products from that company, compared to 2.0 products without print ad recall. Both farm calls and grower programs were much more effective. Farm calls resulted in 2.9 products used, while farmers who participated in a grower program purchased 2.8 products.

Mass media is an effective tool to get your products into the consideration set, but more personalized promotional activities and programs are required to convert consideration into purchase.

Companies who purchase this study can calculate their optimum marketing mix using their own cost structure, and their own level of reach and effectiveness across 15 different touchpoints.

For more information about the Farmer Feedback study, contact:

Mike Weddel

519-826-0823

mikeweddel@stratusresearch.com