Agribusiness, Regional Brands
Cotton, alfalfa, corn. Rice, beans, pomegranates, sunflowers. And almond, olive and walnut trees as far as the eye can see. Of the more than 350 crops that the state of California produces, these are just a sliver of those witnessed during a week of driving the state, interviewing growers with our client, Reinke Manufacturing.
As any good marketer will tell you, it’s important to make the time to get out and connect with your customers, exploring their motivations, needs and lifestyle. What led them to purchase your brand? How have they benefited from the use of your product? What, if anything, would they change about your product? And, will they be a repeat customer?
We sought this information and more in our travels of this emerging market. And some 1,400+ miles later, we had relished in some beautiful countryside and received insightful feedback from knowledgeable growers on their use of and preference for Reinke center pivot and lateral move irrigation systems.
In a market that’s been long accustomed to flood, drip and other sprinkler irrigation methods, our video interviews with these California growers will be useful in further educating and informing area growers on the benefits of mechanized irrigation. Such quality customer testimonials can be used in a variety of ways: traditional and digital advertising campaigns, direct mail and collateral pieces, public relations initiatives, online and social media outreach, and providing additional insight to aid the dealer network.
In true Swanson Russell form, our team will work to use this California market insight to further bring our client’s brand together with the people who live it.