Toolbox Creative | Industries
AgTech
Growing powerful AgTech brands
Marketing in agriculture is a tricky biscuit

Farmers understand the value of doing more with less. Input. Output. It’s a simple equation, and also the most pressing technological issue of our time. How can farmers make the best use of their resources, maximize output and feed a rapidly growing world with increasingly less farmland?

Agriculture has always been at the forefront of innovation. However, broad adaptation of innovative agricultural technology remains a challenge — especially if technology providers cannot clearly demonstrate ROI.

AgTech innovators need to build brands that tell compelling stories, make emotional connections and build brand love. AgTech brands will change the world in the next 10 years, and they’ll do it more efficiently with strong brand identities.

TBx | AgTech

In 10 years’ time, technology stands to improve agriculture more dramatically than any other industry. As the next generation of farmers rise to the challenge of feeding more with less, they’ll rely increasingly on innovative AgTech.

4.6 Billion
projected precision agriculture market by 2020
Only 20%
of acreage is currently managed using AgTech
Only 5.8%
of American farmers are under age 35

Limagrain, a farmer-owned international ag cooperative, entered the U.S. wheat and barley market in 2009 as a relatively unknown player. Toolbox helped build a brand strong enough to take market share from well-established, longstanding brands.

Read the LCS Case Study

Limagrain, a farmer-owned international ag cooperative, entered the U.S. wheat and barley market in 2009 as a relatively unknown player. Toolbox helped build a brand strong enough to take market share from well-established, longstanding brands.

Limagrain Cereal Seeds Website Design | Toolbox AgTech
Limagrain Cereal Seeds Seed Guide
Precision agriculture is the only way to feed the need

As the next generation of farmers works to feed more people more efficiently with fewer resources, precision agriculture will play a critical role in their success. Innovative AgTech brands are poised to shape the future of farming.

Superior technology is a must, but it’s not enough. AgTech companies need to build compelling brands that clearly demonstrate how they will make the lives of next-gen farmers easier, more fruitful and more profitable.

The 4.6 billion dollar question: how to connect with the next generation without disconnecting the current one?

AgTech marketing needs to change to keep up with a changing AgTech market. As the current generation of farmers continues to grow older, the buying power of the next generation will continue to grow, but that transition will happen gradually over the next 10 years. AgTech marketing efforts need to contain the right blend of touchpoints to connect with the next generation without alienating the current one.

A direct appeal

An effective AgTech marketing strategy takes a blend of current digital marketing tactics and traditional marketing outreach. Case in point: when done well, direct mail can pay off. It’s all about the list, the offer, the timing and the visual appeal. As a wheat breeder, LCS sells certified seed through a network of seed dealers, not directly to growers — so its farmer-facing messaging needs to direct them to their nearest dealer.

To support the LCS sales team in the Northern Plains, Toolbox crafted a direct mail campaign to incentivize growers. We acquired a list of qualified farmers and segmented that list by the 30+ dealers who serve the region. Then we sent a series of variable-data postcards prominently displaying the dealer name and contact info. The postcard offered growers some sweet LCS schwag just for calling their dealer.

The calls poured in, the schwag went out and the dealers closed a ton of sales, selling out two LCS varieties entirely. We love it when a plan comes together.

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Crucial connections
American farmers are growing older at a pace much faster than most business owners. Identifying and effectively communicating with the next generation of farmers will be critical to the success of any innovative AgTech brand.

Most craft beer is brewed with malt made from the same handful of barley varieties, bred and grown for mass production. LCS and a dedicated network of craft maltsters is changing that. Craft barley doesn’t just make a better beer, it makes a better story, empowering brewers to craft hyper-local, super-premium brews. Cheers!

Read the Acres to Ales Case Study

Most craft beer is brewed with malt made from the same handful of barley varieties, bred and grown for mass production. LCS and a dedicated network of craft maltsters is changing that. Craft barley doesn’t just make a better beer, it makes a better story, empowering brewers to craft hyper-local, soper-premium brews. Cheers!

Acres to Ales | Toolbox AgTech
The takeaway

Superior technology can’t win the future alone. AgTech brands will need the story of their technology to make meaningful human connections.

Boost your datasheet results with this helpful tool

Take a peek below. We’ve put together a free 10-step guide that clearly lays out how you can get more interest, more impact and more sales from your datasheets.

The free guide includes:

  • Messaging to inspire action
  • Formatting for success
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  • Product shots with purpose

Plus 6 more useful tips that will help your datasheets deliver results.

Toolbox Creative 3D Printing Datasheet Diagnostic
Download the AgTech Datasheet Diagnostic
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