maverickag

NAMA keynote speaker highlights need for differentiation

In Agribusiness, Agricultural Marketing on April 16, 2009 at 3:30 pm

This year’s opening keynote speaker at the 2009 National Agri-Marketing Association convention in Atlanta, Scott McKain, highlighted the need for differentiation with his four cornerstones:

Clarity – To grab attention and guarantee satisfaction, you have to be precise about who and what you are. You cannot differentiate what you cannot define.

Creativity – Distinctive organizations find some unique twist, some original spin to put on the interaction that they have with customers.

Communication – While we often hear about the importance of that topic, what our research clearly shows is that today’s customer wants to be engaged by a compelling narrative. Tell the story of your product, your company and your service in a manner that involves customers and prospects.

Customer-Experience Focus – This is more than the old “focus on the customer” line we’ve heard for years. Today’s Ag customer centers purchase decisions as much on feelings as facts and figures. In other words, how they feel about your marketing — and the experience and emotional connectivity they have with your organization and people — are the primary determinates of what they will buy and refer.

As reported by NAMA

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: