Even old lady, selling the sunflower seeds on the market – needs correctly built up communication
Very often I hear from my colleagues that “to build up the communication in AGRO” – is very specific work. When HR asking me to help them to find or recommend the specialist for PR department or marketing manager, so one of the requirements they need is “the deep knowledge of agricultural direction”.
I have a counter question – so whether you need an agronomist or communications specialist?
Tell me please, which branch is not specific: pharmaceutics, real estate, IT, metal rolling?
Each business independently from the branch in which it works – is specific, if you do not understand three basic “whales” on which your strategy and tactic will be build.
How?
Which way or method I will reach set aims and implement plans
Tasks
Why?
Why am I doing that what I am doing
Aims
For whom?
Who I need to influence? Who needs to change one’s mind or do what I need
Advice! Road map of any project needed to be drawn from designated aim, means from the result, which you want to obtain.
Agricultural holdings specialized on growing and sell in general for export have some communities which is needed to communicate regularly with:
Advice! Road map of any project needed to be drawn from designated aim, means from the result, which you want to obtain.
Agricultural holdings specialized on growing and sell in general for export have some communities which is needed to communicate regularly with:
The sorest subject to bring up, especially with opening the ground market - is the loyalty of shareholders. That’s why today I suggest careful examining of this exact targeted audience.
What shareholders want?
- Higher interest rate;
- More social initiatives from “ground magnates” (besides, in their understanding to dig the kailyard and give money for roof repair of the own house – is the social initiative as well);
- Lease money for 50 years in advance;
The reality:
- Interest rate is marketing one for this region;
- Interest foe social initiatives is defined by stockholders;
- The term of lease payment is defined;
The most spread problem on the locations happens in most cases because local authorities attribute the merits of agricultural companies to themselves. Such merits like social projects and transfer of money for development of infrastructure of the town or village. What does it mean. For example, agricultural company installed the windows of the school, clean the snow, gave money for the building of the road, etc., this work is being done regularly from the year to year. The most spread reaction of the local authority: firstly, local authority attributes to itself all these merits, and if the information is released that “good job” is done by the agricultural company, so they say that it was them who motivated/made agricultural company to help the village.
The most effective way to avoid such situation - is to build up the communication with shareholders in direct, denounce about “good job” and find the way to gather “complains about the sore point”.
Selecting the tools for start-up!
It is necessary to understand very clearly – what our shareholder is watching, reading, who communicates with. For example, if I have an agricultural holding where is 600 000 shareholders, I will have approximately such picture about the age:
My priority is 60+. Accordingly, at first I will choose the local channels, these people are not so interested in what is happening in the neighborhood regions, so I will go to talk with them through the local media and social networks, maximum to the region’s: local media both online and printed; I will join the local independent Viber and Facebook groups, social networks actively permeate even in targeted audience of 50-60 years old. And also I will create own local groups, but independent ones.
I do NOT consider as effective ones – corporative newspapers and corporative social networks, the trust to them is so low.
By the way, do not confuse the tools with the tasks! One of the most spread mistakes – is to include media in the targeted audience. Print media, social networks, blogs, etc., - is not a segment of targeted audience – is the tool of giving the information to your audience.