Five Ways to Make Mobile Videos Speak to Farmers and Ranchers

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Using video to market to farmers and ranchers? Chances are that a majority of those farmers and ranchers will be viewing these videos on their mobile device.
If your marketing videos don’t translate well to mobile devices such as smartphones and tablets, you are going to have a tough time going up against your competitors. This is especially true when you are marketing to farmers and ranchers who have little time to waste trying to get a video to work on their mobile device.
The best practices for mobile video continue to evolve at a staggering rate. Here are some things to keep in mind right now when it comes to getting farmers and ranchers to view your videos on their mobile devices.

  1. Don’t repeat yourself. For example, if you are running a 30-second television ad do you really think a farmer or rancher (or any consumer) is going to click on it so they can watch it again on their mobile device? Short videos made specifically for mobile devices are a must. Recycling broadcast ads won’t work.
  2. Frequency is a thing of the past. Users tap videos because they are interested in what that video promises. Once they find out, don’t expect them to keep watching it over and over. You need to continually create new videos.
  3. People must be able to hear your message (even if there’s no sound). Many times ads on mobile pages use a preview loop with no sound. You will need to caption your video or make it so visually compelling that sound is not necessary.
  4. Timing is everything. Many of the most successful digital marketing videos are less than five seconds long. This is in part due to the fact that views can skip an ad after five seconds. Sure, you can make a longer video but it must be of tremendous value if you realistically expect people to watch the whole thing. In other words say what you have to say in as short a time as possible.
  5. Keep things in perspective. Your video is going to be viewed on a small screen so plan accordingly. Long rows of crops are beautiful to behold but on a small screen they will be difficult to decipher.

Finally, according to Google, 61 percent of mobile users say they won’t return to a mobile site they had trouble accessing and 40 percent say they would visit a competitor’s site instead. That’s why your videos must be specifically designed to look great on mobile devices

Challenges Facing Young Farmers

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If you are marketing to young farmers, it is important that you understand their struggles and concerns. After all, you can’t provide the solutions young farmers are looking for if you don’t know what solutions they need.

So what do young farmers view as their biggest challenges? Read on to learn what these farmers list as obstacles to their success.

  1. Land availability: If a young farmer is not inheriting land, it can be difficult to secure land to rent. This is especially true when they can’t pay the amount of rent others are offering. It is important for young farms to understand that landowners care about more than just money. Young farmers, therefore, need to accentuate their strengths, including things like trustworthiness, desire to improve the land and a commitment to keeping fields and soil healthy.
  2. No access to capital: Many young farmers lament the fact that they do not have the access to the capital that they need. The solution? Young farmers need to develop the type of business plan that will allow them to merit financing.
  3. Difficulty speaking with landowners: Dealing with landowners and being able to hold their own in negotiations is a learned skill that takes time to develop. Young farmers need to practice their communication tactics so that they are able to get a fair deal when they sit at the bargaining table.
  4. Lack of resources: There was a time when young farmers would get significant assistance from government agencies such as the USDA. Budget cuts and other factors mean this type of assistance is no longer available. Today, young farmers need to reach out to other farmers or join agricultural networks that may provide a mentor. Social media also is a good way to reach out to those who can help them.
  5. Lack of financial know-how: There is nothing wrong with outsourcing some of the business and marketing tasks related to a farm. Many young farmers will need time to figure out how to take care of the business end of their operation. There is no shame in hiring help until you get some experience under your belt.
  6. Burn out: In an effort to make a go of it in farming, many young farmers work day and night. While being a hard worker is admirable, a balance must be struck. If not, burnout will occur and a farmer’s health and personal relationships may suffer.
  7. Tension within the family: Many young farmers are taking over the family farm. And while his or her parents are all for passing the farm down, many times it can get sticky when they have a hard time letting go.

Five Ways to Get Creative with Your Food Marketing

Everyone loves to eat and everyone loves food. What does that mean for farmers and agricultural-based businesses? It means that they need to get creative with their marketing techniques.

While everyone can tell you the food they grow or sell is healthy, delicious and a great value, today it’s all about how you say these things. Want to get heard in the crowded food-based marketplace? Here are some fun and different ways farmers, grocers, restaurants and any other foodies can get noticed (heck, you might even become a viral sensation).

  1. Inject a little humor. Food doesn’t have to be a serious issue. Sure, you can scare Americans into believing they won’t survive without the vitamins and minerals in your food but they’ll respond better to a little humor.
  2. Do some good deeds (and make sure people know about it). Does your farm, dairy or restaurant donate leftovers to the local food bank? Post about it on social media. You’ll still be doing a (very) good deed but you’ll get credit for it, as well. Consumers want to know they are supporting organizations that are making a difference in their community.
  3. Let your customers get to know you. Are you a restaurant that gets its food from local farms? Make sure that information is printed on the menu. Do you hire veterans? Anything unique about your food-based business should be celebrated.
  4. Pay attention to packaging. Earth-friendly packaging is huge trend and so is vintage wrapping. Today’s consumers are environmentally conscious and frown upon waste. Vintage wrapping and packaging gives consumers the feeling that their food is made in small batches and is more personalized.
  5. Know your target market. How you market your food will depend a great deal on your target audience. Mothers of young children want to know that everything that goes on their children’s plate is pure and natural. Millennials want to know they are purchasing food from environmentally-conscious companies. Families on the go want quick, healthy options that don’t break the bank. Make sure your marketing messages tell your target audience what they want to hear.

When you are selling food you are selling a feeling or idea, as well. Make sure your food product doesn’t get passed over by a particular market segment because it wasn’t marketed to attract those unique consumers!

Protecting Yourself from Lightning on the Farm

Augers, grain bins and tractors are tools of the farming trade. Unfortunately, they also are common items that get struck by lightning, posing a huge risk to farmers.

According to the National Oceanic and Atmospheric Administration, farmers are among those most likely to get struck by lightning while working outdoors. And with thunderstorm season upon us, it is important that farmers take the threat of lightning seriously.

Lightning is the leading cause of weather-related deaths in America. The greatest number of lightning strikes occur in July, with June and August coming in second and third. A majority of lightning fatalities occur between noon and 6 p.m.

In the past 40 years, nearly 400 people a year have been hit by lightning. Of that number about 80 have died. Many others have been left with severe neurological problems.

Experts tell farmers (and everyone else) to go indoors as soon as they hear thunder. If you are able to hear thunder, a storm is within 10 miles. It is important that you avoid all contact with electrical equipment and plumbing, as well. Once the storm has passed you should wait 30 minutes before the last thunder clap before going back outside.

Unfortunately, many farmers do get caught outside during lightning and are unable to make it to safety. If this happens, the National Weather Service advises that these individuals make themselves as small as they are able and have as little contact with the ground as is possible. Squat down on the balls of your feet, tuck your head down and don’t touch the ground with your hands. Right before lightning strikes, people report feeling the hair on their beck stand up.

Many people are surprised to learn that the most common cause of lightning deaths occur as a result of cardiac arrest. This means that knowing CPR can save lives. Contrary to popular believe, it is not dangerous to touch an individual who has been struck by lightning.

And farmers aren’t the only ones at risk, farm animals also are at risk from lightning strikes. Just last month, 32 cows were killed in Missouri by lightning. The veterinarian who examined those cows said that was the most he had ever seen killed by a single lightning strike. Previously, the most he had seen killed was six.

The 32 cows killed were likely huddling together to get out of the rain when the lightning struck. Their owner, Jared Blackwelder of Texas County, said while the cows were not pets he raised every one of them. As a dairy farmer, he interacted with them twice a day and was greatly affected by their deaths.

Three Hot Farming Trends

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Farming is a business and like all good business owners, farmers understand the importance of keeping their eye on industry trends. By doing so, farmers are able to predict what consumers are looking for in the short term and provide those products and services.

Today, farmers list the following trends that are hot right now:

Trend #1: Consumers are ready (and more than willing) to pay for the high quality foodstuffs.

Last year, the average retail price for things like beef, cheese, eggs, fruit and milk fell but many consumers were still willing to pay higher prices by skipping the grocery store and doing business directly with farmers. Even farmers who have contracts with supermarkets understand the lucrative nature of direct sales opportunities and take advantage of things like farmers’ markets and roadside stands.

Trend #2: An increase in farm-to table-opportunities.

Today’s families are busier than ever and need fast food options to accommodate their hectic lifestyles. And while fast food is unlikely to go away, consumers are seeking out healthier fast options. That means they are looking for fresh salads and sandwiches that they can grab on the go but that still contain healthy ingredients. When farmers partner with restaurants that provide this type of food they make a healthy profit.
Savvy farmers also are working with food delivery services that allow consumers to cook from-scratch meals while avoiding the hassle of shopping, chopping, washing and measuring fresh ingredients. These types of food delivery services allow families to cook and enjoy healthy, fresh meals without ever having to worry about menu planning.

Trend #3: A rise in the demand for organic options.

Consumers want food that does more than just meet their nutritional needs. They want to purchase food that is good for them and the environment and the community and the world at-large. When food is labeled as helping the environment and small producers, for example, consumers take note. Coffee made from sustainably produced beans and locally grown produce are examples of what consumers are looking for. And these consumers are willing to pay for those labels. Certified organic farms are the fastest growing segment of food industry. Currently, there are more than 21,000 certified organic farms in the United States and that number is expected to continue to rise.

Farmers know that catering to their customers is the key to staying viable at a time when falling food prices seem to be the norm. By doing so these farmers are able to thrive in tight economic times.

Reducing Ticks on the Farm

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Ticks are nothing to be trifled with. Lyme disease, the newly identified Powassan virus, Rocky Mountain spotted fever and many other diseases are transmitted by this pesky arachnid.

Farmers, ranchers and others who work in the agricultural industry must be especially vigilant when it comes to protecting themselves against ticks. Many people believe that ticks fall out of trees and land on people’s heads. The truth is, ticks live in grasses and low shrubs. When a person walks through grass or shrubs a tick will jump out and land on an individual and make its way up the person’s body.

If you are working outside, bug or mosquito spray is not going to do the trick. Instead, you need to wear a repellent specifically designed for ticks. It also is important to remember that tick repellent is meant to be applied to clothing, not to the skin.

The appropriate clothing also is a powerful weapon in the fight against ticks. Be sure to wear long pants, sock and boots when working in grass or shrubs. For added protection, make sure to tuck your pants into your socks. Finally, remember that ticks cannot transmit disease unless they are attached to a person and feeding off that person so always do a body-check after coming in from the outside.

When it comes to breeding grounds for ticks, nothing compares to farms. Cattle, dogs, sheep and farmers themselves all provide the blood ticks live off of. Ticks have relatively few enemies in the animal kingdom so farmers must take matters into their own hands if they wish to reduce the population of ticks.

What follows are some steps to take to manage the tick population on your farm:

  • Keep all areas where tall grass grows mowed and dry. You also should consider applying tick granules to the grass.
  • Treat house pets with flea and tick repellent.
  • Keep guinea fowl or chickens in your yard or near the house since these are a tick’s natural predators.
  • Construct nesting boxes and raptor perches for hawks and owls. Hawks and raptors reduce the number of small rodents and mammals on the farm which reduce the tick population since ticks live off these animals.
  • Vaccinate all cattle over one month of age and dip or spray cattle with tick treatment.
  • Deer can be carriers of ticks so build bait stations for deer that require deer to rubs their heads against a pesticide dispenser or a citrus oil extract. This will kill the ticks on a deer.