Communication strategies in agribusiness

The full-scale war has made huge adjustments to the perception of information, the revision of communication platforms and messages by the target audience:

• Complete rejection of everything Russian.
• Use of purely Ukrainian communication platforms or those of the civilised world (as well as information about the companies' products and services). It is worth noting that companies that were present "next door" and then abruptly left do not inspire as much trust as those that built their way in Ukraine and, perhaps, in other Western countries.
• Consumption of only Ukrainian content or content from the civilised world.

Let's dive deeper into agribusiness. I would like to point out that the target audience for this article is agricultural producers with different land banks.

Communication channels used by the agricultural producer/farmer:

1. Opinion leaders among the agrarian "community": in their understanding, enterprises are large holdings or farms with intensive technologies, or people with specific names and surnames.
2. Word of mouth: neighbours, similar soil and climatic conditions, etc.
3. Field daysthe most popular events are those where entertainment is combined with quality agricultural educational content. Events abroad, in advanced agricultural countries such as the United States, are also included.
4. Digital: YouTube (the majority of people in the agricultural business are men, so videos gather a large audience, and podcasts are gradually becoming a favourite pastime), Facebook (groups, communities where you can express your opinion, ask for advice, discuss something; only then do you get advertising, pages), Viber community (because you can express your opinion), Telegram channels (because you can read something smart quickly if you choose the right channel), Instagram and TikTok (more about entertainment and for younger generations in agriculture).
5. Agricultural media (authority opinion, interesting news, interviews, dossiers, exclusivity of information). AgroPortal.ua is one of the most popular, largest and most understandable websites in the digital space for different segments of the target audience.

Now, let's talk about the infamous sales funnel, although I really don't like this word.

Different segments of the target audience will be affected by completely different communication channels:

• Якщо це передові та інноваційні господарства та/або імена і прізвища визнаних в аграрній «тусовці» людей, то жодна реклама ні на яких платформах ніколи не спрацює. Роздаткові матеріали та продавці, що приїхали, тим паче. Вони вірять власному польовому досвіду. Беруть його з того, що тестують ТМЦ в себе на полях, діляться з іншими. Вони можуть пошукати інфо в Google, довіритися джерелу, якщо побачили логіку та сенс. Можуть подивитися YouTube або послухати подкаст (знову ж таки, якщо є логіка, наукове обґрунтування, здоровий глузд та порада, яка розвіює їхні сумніви сьогодні). Дуже часто дивляться іноземних діячів агробізнесу із розвинутих аграрних країн.
• Medium and large farms will focus on opinion leaders and launch word of mouthwill share their experiences in groups/communities in Facebook, Viber, Telegram-channelsand will also attend truly educational Field daysto share their experience.
• Small and very small farms are those that word of mouth will reach, and advertising will work in Facebook, Instagram, Googleand maybe even TikTok. First, the brand awareness of the manufacturing company through advertising will work, then word of mouth will get to them, and they are ready to make a purchase. The key here is to hear the same brand/product at least 5 times.