Dow AgroSciences Digs Deep to Engage Farmers

Posted on by Beth Negus Viveiros

Keeping a focus on their true customers helped Dow AgroSciences connect with farmers in the fields and at live events.

“We used Twitter, not just to post messages but to gain insights from a broad base of customers,” said Mike Fredrick, executive director, Bader Rutter, speaking at BMA15. “We paid attention to retweets and favorites.”

“Simple things can get people to gather and build a connection,” agreed Damon Palmer, U.S. seeds marketing director, Dow AgroSciences.

Weeds are a problem for any farmer. To illustrate how they can pop up anywhere—and that farmers need to find the right solution for their particular area and crop—Dow bought space on the polybags wrapped around newspapers being delivered to hotel rooms at trade shows. The polybags, covered in printed weeds, showed that weeds can pop up anywhere.

“We helped educate farmers about the issues they were facing,” Palmer said.

To further build affinity and awareness, the brand launched a campaign centered on the theme “Your Farm Tells a Story.” A 3-D chalk artist was hired to create images at events and get people to gather around and ultimately talk about Dow’s solutions.

Dow-NASCARDow also used nonindustry events like NASCAR to engage farmers. Thirty-percent of the people who go to events at the Iowa Speedway have a food in the farming industry, so NASCAR is a natural venue for engaging that audience.

Great signage around a remote control car race track got farmers and their families involved in the brand and played off the multigenerational family aspects of farming to create an emotional connection with the brand.

 

 

 

 

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