Marketing for agribusiness and farming
Your product gets chosen in a shed in autumn by an agronomist who has never spoken to your marketing team.
Where the money moves.
Nothing here moves outside the season. Input decisions for a winter crop are effectively locked before the break, so the work that wins the order ran months earlier, while the agronomist was building the program alongside the grower. The grower then pays after harvest, which means a supplier carries the whole cycle on its balance sheet before the revenue lands. A calendar built on quarterly demand generation is out of step with that. We plan backwards from sowing and ordering windows, and we treat the quiet months as the period where preference is actually formed.
Proof in this market is narrow. Replicated trial results across seasons and soil types get read closely, and a claim without them gets ignored. Usually the data already exists inside your agronomy team, sitting in a technical PDF a grower will never open, while the public-facing brand talks about partnership and progress. The task is translation. The same trial becomes a two minute video shot at the demonstration site, a one page summary a reseller rep can hand across a counter, and a search result that answers the rate and withholding question directly.
You rarely sell to the grower. A reseller rep does, standing in a shed with three products on the quote and a preference already formed. That preference belongs to whoever made the rep's job easiest, which makes channel enablement a marketing responsibility rather than a sales afterthought. We build the territory-level material that rep uses: comparison sheets that survive an argument, trial summaries tied to local sites, and social content they can send from their own phone without waiting on head office.
Reporting is written against share, not activity. Volume by territory, quotes converted at reseller level, agronomist recall, and which demonstration sites generated real enquiry. Your ad accounts, domains and profiles sit in your name from day one, so the trial library and the audience you build stay yours. Nothing is sent offshore or white labelled, which matters when every claim has to survive an APVMA label check before it goes anywhere near a paid campaign or a caption.
What we run.
Trial data, translated
Your replicated trial results become a paddock-shot video, a single page a rep can hand across a counter, and a page that ranks for the rate and withholding questions growers actually type. Same data, three formats, one library that compounds each season.
Reseller and agronomist enablement
Territory-level material built for the person quoting your product: comparison sheets that hold up in a shed argument, local trial summaries, and pre-approved social posts a rep can send from their own phone the week a program is being written.
Search and AI answers on label questions
Growers and agronomists search rates, withholding periods, tank mix compatibility and resistance groups. We build the pages that answer those precisely, and make sure AI search tools quote your registered label rather than a forum thread from 2019.
Field day to follow up
AgQuip and Henty deliver conversations and no system. We build the capture and the sequence around them, so a shed chat in August is still a live opportunity when the ordering window opens.
Season-timed paid media
Paid search and Meta run against sowing and ordering windows by region, weighted to the postcodes where your reseller network is strong, and pulled back where you have nobody to service the demand.
Questions we get asked.
They are, at night and on a phone. Machinery walkarounds on YouTube, regional Facebook groups, and search when a chemical question comes up mid-spray. The audience is not missing, the content usually is. We measure it directly: enquiry by postcode, completion rate on technical video, and which reseller territories move after a campaign runs.
Yes. Every claim is checked against the registered label before it runs, including organic captions and replies, and off-label use is never implied. Where a benefit cannot be claimed outright, we present the trial condition and let the agronomist draw the conclusion, which is how this audience prefers to be sold to anyway.
Which product the rep reaches for. That call is made on familiarity and on how defensible the recommendation feels in front of a grower. We build demand with growers and the supporting material for the rep at the same time, so both sides of the conversation in the shed are already prepared.
That is when the work matters most. Programs get reviewed, agronomists compare trial results, and preference for the next crop is set well before anyone opens a chequebook. We use those months for trial content, demonstration site coverage and search infrastructure, so the in-season campaign is a reminder rather than an introduction.
Also in primary industries
Talk to us.
9 services under one team, run against the numbers your business already reports on.
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