The agricultural sector has its own dedicated media. The readership is high quality, as are the information carriers. Finding your place in these well-defined channels is a question of dosage.
When communicators begin their media plan, they are faced with a wide range of tools. It is essential to adapt them to the sector, its history, its challenges and, finally, its target audience. In the case of the agricultural sector, there are a number of key media. On a daily basis, farmers read a lot of newspapers, listen to the radio, consult websites and interact on social networks to stay informed. These are the areas where we need to make ourselves visible.
The agricultural press, abundant, rich and widely read
Among their reading, farmers are particularly fond of the national specialist press, the trade press for their sector and the weekly farming press, whether departmental or regional. The trade press is highly regarded (e.g. Réussir lait or L’éleveur laitier en lait), and farmers go so far as to describe it as “a real working tool”.
They see advertising as a means of providing information about new products. Farmers read advertisements, and say they talk to each other when a product interests them.
Putting the web at the heart of your strategy
Many websites and applications serving farmers have been developed in recent years. The majority of general agricultural information websites offer online tools : weather, commodity prices, documentation, etc. Farmers can find real-time information, medium-term forecasts and tools tailored to their day-to-day needs.
Contrary to popular belief, farmers use the web and social networks on a daily basis, and see them as versatile tools. Farm managers are also major users of dedicated applications, monitoring, information and other services.
Appaloosa helps you understand farmers’ needs and design your web strategies to meet their expectations.