The agricultural marketing industry is undergoing a radical transformation.
Goodway created Farm Connect to equip agriculture brands and agencies with the industry-leading solution they needed to navigate the industry’s challenges and opportunities to meet their business goals.
We listened intently to our clients and identified what tools and resources were crucial for their success. After four years of continual dialogue and adaptation, Farm Connect has evolved into a vital solution for agricultural clients of all sizes across the U.S. and Canada.
Let’s dive into how Farm Connect empowers ag brands and agencies to scale their agri-audience reach.
The Current Challenges in Ag Marketing
Today, advertisers and their agencies face several key concerns:
Financial Restrictions
Agricultural marketing budgets are tightening, necessitating more efficient use of funds.
Competitive Growth
Maintaining and growing market share in a fiercely competitive environment requires precise audience targeting and building customer loyalty.
Attribution and Measurement
There’s a pressing need for comprehensive measurement tools that go beyond simple click metrics to offer deeper insights into mixed media performance.
Technological Advancements
The agricultural sector is amidst the 4th Industrial Revolution, characterized by precision agriculture, machine automation, advanced analytics, AI and more. Advertisers seek guidance on leveraging these technologies for greater efficiency and ROI.
How Farm Connect Addresses These Challenges
Overcoming Financial Limitations
Farm Connect alleviates financial constraints by consolidating budgets, which eliminates the inefficiencies of spreading resources too thinly across multiple partners. Our platform combines the expansive reach of programmatic advertising with the precise targeting capabilities of first-party data. This approach enhances the effectiveness of advertising efforts without inflating costs.
Enhancing Your Competitive Edge
By merging advertising dollars within Farm Connect, you can optimize the synergy between targeted audiences, creative messaging and media mix data. This integration provides a superior user experience characterized by optimal reach, ideal frequency and insightful customer data analysis. As a result, businesses can better understand market dynamics, improve customer loyalty and drive significant impact in highly competitive markets.
Advanced Data Analysis
Farm Connect’s data signals are meticulously analyzed across a broad portfolio of agricultural products. This analysis supports cross-portfolio selling strategies and helps improve market share among both existing and new customers. By continuously learning from customer data, we enable the creation of unique, personalized campaign messaging for your business that enhances the overall customer experience.
Technological Integration
Farm Connect leverages advanced technologies to match agricultural audience segments to real online users using first-party data. In collaboration with trusted partners across B2B and consumer credit sectors, we ensure that ads reach the right audience at the right frequency.
This targeted approach is particularly effective in reaching highly rural areas within the agricultural community.
Tailored Ad Campaigns
Ad campaigns with Farm Connect are tailored and optimized using agricultural data points and hundreds of other data signals. This precision targeting drives successful leads and builds customer loyalty through personalized messaging. Our platform allows advertisers to use collected customer data to enhance CRM files, perform trend analyses, and identify growth opportunities in competitive markets.
Measuring Success
At Goodway, we recognize the complexities ag marketers face in measuring the success of advertising campaigns through digital channels. Farm Connect addresses this challenge by providing robust attribution tools that integrate traditional, digital, retail, field, event and other marketing forms. This holistic view ensures that businesses can accurately assess and enhance their advertising effectiveness.
We strive for results on every campaign large or small and work together to ensure you’re exceeding performance across all marketing initiatives like:
- Building awareness of a new product in the market.
- Increasing customer purchase intent.
- Increasing reach in rural areas.
- Driving users to engage on various actions on-site.
- Targeting farmers while attending large events.
- Offering returning customers special offers.
- Improving ROAS while tracking online product sales.
Farm Connect Case Studies
Here are some recent Farm Connect success stories.
Agricultural Products Company Increases Market Share
An ag solution company aimed to expand reach and awareness among soybean and corn growers in remote rural areas. This is a finite, crop-specific audience and geo market, with only 76% having internet access on the farm.
By leveraging Dollar General’s rural customer data — combined with Farm Connect’s proprietary agricultural audiences — we developed a strategy that expanded audience reach by 10% and improved campaign performance by 150% using a data-driven, targeted approach. The collaboration demonstrated the effectiveness of utilizing retail media network (RMN) audiences to enhance ad reach and campaign success in niche markets.
Large Ag Agency Boosts Performance With Farm Connect Audiences
In a study of Farm Connect audiences versus standard agriculture audience targeting, we wanted to measure Goodway’s Farm Connect first- and second-party cookieless data to gauge user experience and site engagement as well as increased campaign performance success.
Goodway measured results by looking at a full attribution path to conversion analysis, which allowed us to map a customer journey from the first ad seen to the last ad seen and any actions or engagements the customer had along the way.
We reviewed the overall business of a large ag agency with a 2022 – 2023 comparison of the same advertiser. While budgets were down on average 10% due to industry market conditions, we saw an increase of 30% in clicks, 32% greater viewability, and an impressive 428% increase in tracked site activities that involved customer site engagement.
Empowering Ag Businesses: Farm Connect’s Pioneering Solutions
Farm Connect is a strategic partner in navigating the evolving landscape of agricultural marketing.
By addressing financial constraints, enhancing competitive growth, leveraging advanced data analysis, integrating cutting-edge technologies, and providing tailored ad campaigns, Farm Connect equips agricultural businesses with the tools they need for sustained success. We continue to listen, adapt and grow, ensuring that our clients remain at the forefront of the industry.
Join us in transforming agricultural marketing with Farm Connect, where innovation meets efficiency. Get in touch to discuss your next agriculture marketing campaign.
Darcy Schultz is an associate director of client experience at Goodway based in Omaha, Neb. She is an agri-marketing professional with experience in digital marketing, media planning, media buying, affiliate marketing, direct mail marketing and sales. Over the past 20 years, she’s been developing her knowledge of digital ad space in this exciting ever-changing industry and is eager to embrace the new changes still to come in the agriculture industry and digital landscape. Darcy is a member of the National Agri-Marketing Association (NAMA). She has a B.S./B.A. in marketing from the University of Nebraska-Lincoln and previously worked in advertising roles at companies such as Infogroup and Vente, Inc., a Q Interactive company.