Maximizing Farmer Feedback: Strategies for Engaging a Dwindling Pool of Agricultural Voices for Your Research
Even the USDA struggled to get farmers to return vital survey data, with the recent 5-year census recording the lowest response rate ever. As the number of U.S. farmers shrinks, reaching those ready to grow, innovate, and partner with advisors like you becomes increasingly challenging. However, using targeted strategies, you can still gather the crucial insights needed to shape your marketing and connect with the right farmers.
Paulsen, with our deep roots in the agriculture industry, offers strategies to help you gain valuable insights from the farmers you need to be talking to—those who are ready to grow, innovate, and partner with professional advisors like you. This article will explore practical tips for engaging both current customers and elusive non-customers to ensure you get the feedback that drives your business forward.
The Shrinking Pool of Farmers: A Growing Challenge
As the number of farmers continues to decline each year, the pool of farmers who are open to new ways of doing things or who are looking to grow is also shrinking. This makes it more challenging to get farmers to participate in surveys, focus groups, or even simple phone interviews. However, the insights from these farmers are invaluable for shaping your marketing strategies and ensuring that your products and services meet their needs. The key is to be strategic and intentional in how you approach these farmers to gather the feedback you need.
Tips for Getting Feedback from Your Customers
Make a Personal Plea
One of the most effective ways to gather feedback from your existing customers is to make a personal plea. This involves having your customer-facing employees make direct phone calls on your behalf. We recommend segmenting your customer base into three distinct groups:
Current Customers: These are the people you are doing business with today. They can provide unique insights into your current products and services and offer suggestions for future improvements. Their feedback is crucial as they can highlight both strengths and areas for growth in your offerings.
Prospective Customers: Reaching out to this group for feedback can be a great way to engage them and show that you value their input. What better way to turn a warm lead into a loyal customer than by asking for their open and honest feedback?
Lost Customers: Engaging with customers who have left your business can be challenging but extremely valuable. Their feedback can reveal why they chose to leave and what could have been done differently to retain their business. This information can be a goldmine for refining your marketing and communication strategies.
Leverage Your Email List
Your existing email list is a powerful tool for gathering feedback. Paulsen recently helped a client conduct an electronic survey using a list of 30,000 emails accumulated over several decades. The survey included an incentive for participation, with the first 100 respondents receiving a reward. The result? Nearly 1,000 participants responded. This example highlights the importance of utilizing your email list to engage your customers and gather valuable insights.
Engaging Non-Customers: A Different Approach
Reaching out to non-customers—those who have never interacted with your business—requires a different strategy. These individuals are often harder to engage, so managing expectations is key.
Manage Expectations and Offer Incentives
When dealing with non-customers, it’s essential to understand that getting them to participate will be more challenging. Offering a significant incentive can make a difference. Based on industry experience, incentives ranging from $150 to $250 for an hour-long session are often required to attract these farmers. For electronic surveys, the incentive can be smaller, but the survey must be short and to the point. Remember, these farmers are busy, and you’re asking them to take time away from their day-to-day tasks to provide feedback.
Always, Always Send Reminders to Ensure Participation
Once you’ve identified your target audience, it’s important to ensure they actually participate in your research. Simple reminders, such as text messages, phone calls, or calendar invitations, can make a significant difference in participation rates. Don’t underestimate the power of a well-timed nudge.
Partnering with Experts: The Paulsen Advantage
Working with a partner like Paulsen can greatly enhance your ability to gather insights from farmers. We use two unique platforms that have proven highly effective in engaging farmers:
Online FOCUS Platform: This real-time, anonymous platform allows farmers to respond to open-ended questions and see other participants' responses simultaneously. This format encourages honest feedback and feels like sitting in the coffee shop hearing all the latest updates from your neighbors.
Live Event Feedback: At strategic planning sessions, trade shows, or educational events, Paulsen utilizes a real-time survey tool that displays participants' responses alongside those of others. It’s a great way to gather insights and enhance the customer experience by getting your audience involved.
Conclusion
In today’s agricultural landscape, where the number of farmers is dwindling, gathering feedback is more important—and more challenging—than ever. By using personalized outreach, leveraging existing resources like email lists, offering meaningful incentives, and utilizing innovative feedback platforms, you can successfully engage with the farmers who matter most. With Paulsen’s expertise, you can navigate these challenges and obtain the insights needed to grow your business in the ag and rural sectors.