How to Stick in Customers' Minds

February 6, 2015 08:00 AM
How to Stick in Customers' Minds

The year 2015 could easily appear threatening given minimal margins, tight case and limited equipment purchases. Yet Dave Nelson, a 2013 Top Producer of the Year finalist and Fort Dodge, Iowa, producer says it’s also a great time to maximize on farm branding.

In other words, it’s time to embrace defensive mode.

“Offense wins games, but defense wins championships,” Nelson notes.

For farm owners and managers, a defensive strategy involves attention to details that matter. It doesn’t cost a lot of money to build relationships with landlords, make a farm website more robust or produce a regular newsletter for stakeholders. Yet the difference it makes for future profit potential is incalculable.

“Do things that stick in your customers’ minds,” Nelson advises. Nelson’s farm puts family at the heart of its communications strategy. Its motto is “Our family doing business with your family.” To that end, Nelson makes a point of including photos of his family at work on the operation in each and every newsletter. Those photos can also be found on his company website.

“What if communication is the difference between breaking even and losing money?” Nelson says.


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