Marketing tactics to connect with your agricultural community

For agricultural customers, you can count on rational buying motives to dominate business decisions. As such, you should always be prepared to discuss the economic value of the solutions provided.

But how do customers find you, so you have a chance to explain the many great products and services you provide?

As a propane company, you need to build and maintain awareness within your market. Deploy a good set of tactics to meet customers where they are, and have fun doing it.

To help you decide the right mix for your business, I’ve gathered some tips for connecting and marketing to agricultural customers.

A West Coast perspective

“There’s no better way for Delta Liquid Energy to engage with agricultural consumers than by connecting with organizations like 4-H and FFA,” says Allison Platz-Velazquez, director of marketing and sales.

One example from Delta Liquid Energy is purchasing youth livestock at local fairs and often donating the products to charity. These relationships and sponsorships generate goodwill and many positive conversations that lead to new business and referrals.

Platz-Velazquez says a strong website is also critical to successful marketing to agriculture, as well as other customers.

“A great website allows customers to find you any day at any time,” she says.

Make sure the relevant services you offer are current and easy to find, she adds. Most importantly, make it easy for customers to contact you for more information.

Platz-Velazquez also recommends maintaining your Google Business Profile, since it may be the first thing consumers see when searching for propane and other goods and services you offer.

She actively engages with customers through Nextdoor and maintains the company’s Facebook page.

“Post relevant content on a regular basis and respond to comments, both positive and negative,” she adds.

Through effective use of these social media platforms, Platz-Velazquez strives to position the company as a thought leader and trusted adviser while maintaining a positive digital reputation.

Ideas from the Midwest

Keystone Cooperative’s Mike Hayden, vice president of propane, and Lauren Bechtold, director of marketing, note that providing excellent service leads to referrals, generating new business.

“We prioritize training our people in all positions at the company so they in turn can provide the best possible customer experience,” Hayden says.

Keystone strives to train employees to the point they are comfortable handling the customer interactions that are associated with their roles.

“The customer experience is key,” he adds. “If our people successfully meet our customers’ needs, word of mouth will quickly spread, and referrals will be generated.”

In-person events are also a common way for Keystone to educate and interact with farmers.

“We host a number of educational and customer appreciation events at our locations, where farmers can learn about developments that impact their businesses,” Bechtold says.

These are great opportunities to showcase new products or introduce new programs. She notes that serving good food helps generate goodwill and drive attendance.

It’s also important to maintain a consistent and professional brand image across the company.

“We strive to project a positive image through everything we do, and regular communication is key,” Bechtold adds.

Trucks, store signage and employee clothing should all support the brand.

Trade show participation

Industry trade shows or local fairs, picnics and other events can be a great way to interact with your target agricultural customers.

Erin Hatcher, senior vice president of communications and marketing for the Propane Education & Research Council (PERC), says, “Knowing your target audience and thorough pre-show planning are critical to success.”

There are many tips for an effective show, but be sure to have tangible items such as new propane equipment on display when you can.

“Invite vendors or experts to add credibility and assist with technical questions,” she adds.

When preparing for the trade show, make sure to “dress for success.” When staff are wearing the company uniform, it makes it easy for guests to identify someone who can help.

“Don’t forget to provide pre-show training for all team members so they can effectively engage with prospects,” Hatcher notes.

They also should be able to explain your programs and products both accurately and succinctly.

Make sure to customize your literature. Any material you hand out should include your brand and contact information so participants can connect with you later. This may be weeks or months after the show.

“Make sure to follow up promptly with all show leads,” she adds.

And don’t forget to check out the PERC Learning Center for resources that can help prepare staff to communicate with customers.

Event goals and evaluation

Prior to a marketing event, set realistic goals that are measurable.

You can set goals for your participants: sign-ups for a newsletter, requests for more information, requests for a sales visit or quote, or purchases on the spot.

Take photos and document details while at the event. Afterward, ask your team to provide feedback for future planning. Then be patient when tracking leads and sales that follow.

Look for positive engagement, which can come in many forms, so build metrics accordingly. Sales might occur months down the road as outcomes of positive event interactions.

Using a show discount with a unique promo code will allow you track the origin of a lead back to the event. If you are interested in creating foot traffic to your location, consider a coupon that can be redeemed in the store.

Hayden recommends patience and consistency when you evaluate trade shows.

“Don’t expect too much, too soon,” he says. “Trade show participation can be a multi-year commitment, and value can accrue over time.”

Mark Leitman is an 18-year veteran of the propane industry, having served many years leading agricultural and off-road programs for the Propane Education & Research Council. He most recently served as director of sales and Power Division director for Blue Star Gas on the West Coast. He currently works as a consultant and freelance writer for clients in the agricultural and energy sectors.