Social proof is that term we band around constantly in agriculture.
"Do they use it? Must be half decent."
"They said it solved their problems, so maybe we should try a bit of that this season."
I can almost hear some of you saying "that sounds convenient and possibly made up for this piece", but the data says otherwise. People trust people, and that's before we even get into your brand building efforts.
Now when you look at the below, doesn't it all seem to make sense with experiences of working with customers, or trying to persuade them on a new innovation?
The scariest part of all this as an Agrimarketer is somewhat tangent to this.
Why are so many people in agriculture scared of taking a leaf out of other industries marketing plays?
I'll admit it, we are getting better at this as an industry. The transitory phase of trying out new stuff has been very obvious over the past decade, and the acceptance of 'Influencer' and 'YouTuber' as a profession has broken down a lot of the walls of hesitation people have had over trying out new marketing methods.
If you could say to your boss that your marketing will be as effective as Coca Cola's, they'd be bowled over. To even get close to that, you need to think just a bit closer to the likes of the big names, the FMCG, tech, and household names of all varieties. Because they're so massive an monitored, most of their marketing lessons are being transmitted directly into your eyes every day.
However you want to break things apart, as marketers, taking a look over the hedge into other industries is an asymmetric bet to the good. If you're willing to experiment (and please don't make it a flash mob), you may just unlock an ROI multiplier that you've never had before. Ideally, it's such a big one, even your competitors haven't even found it, and then they're subsequently a bit scared of not repeating your perfectly. That's when you double down.
We've helped YouTube channels get millions of views, Facebook pages add 100,000 followers, and even a get a SnapChat account to reach 100,000 people in a day.
But, that can only happen when you take a worldly view of "how do the biggest brands do it?".
That reverse engineering is how we unlock new opportunities for Agribusinesses around the world.
