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Article: Swaying sales decisions: influencer involvement, support critical to successful marketing.(Brief Article)
- Article from:
- Agri Marketing
- Article date:
- July 1, 2002
- Author:
CopyrightCOPYRIGHT 2002 Doane Information Service. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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All business-to-business consumer audiences have individuals or groups of individuals who "influence" purchase decisions. That's especially true in agriculture, where the success or failure of a marketing plan can hinge on an influencer's attitude toward a product, a service ... or the marketer.
Building "equity" with influencer audiences through research and development, professional development, and basic educational and training activities provides marketers a platform--a bank account, if you will--from which they can draw upon the equity and expand sales.
INFLUENCERS
Many farmers won't consider trying a new crop protection chemical or ...