From Noise to Impact: Rethinking Marketing in Agriculture

Marketing Is Broken in Agriculture and Here’s What Needs to Change

Marketing in agriculture has a problem.

For years, companies have relied on the same playbook: attend the same trade shows, build similar campaigns, highlight incremental product improvements, and hope it translates into sales. But in today’s world, that approach isn’t just outdated, it’s ineffective.

In this episode of The Germinate Podcast, Joe Sampson sits down with agricultural marketing strategist Dan Schultz to unpack why traditional marketing is falling short and what needs to change for companies to actually grow.

The Disconnect Between Sales and Marketing

One of the biggest challenges in agriculture today is the ongoing tension between sales and marketing teams.

According to Dan, the issue isn’t a lack of effort, it’s a difference in mindset. Marketing teams are often wired to be liked, while sales teams are driven by respect and results. When those two perspectives collide without alignment, it leads to finger pointing, missed opportunities, and stagnant growth.

The result? Marketing produces content that doesn’t convert, and sales struggles to close deals without the right support.

Bridging that gap requires a shift in how marketing is viewed. It’s not just about awareness or aesthetics. It’s about driving real conversations, real engagement, and ultimately, real revenue.

Why “Good Marketing” Isn’t Good Enough

In a world where AI can generate content, ads, and even videos in minutes, producing “good” marketing is no longer a competitive advantage.

In fact, it’s the baseline.

Dan argues that the most dangerous thing a company can do today is create marketing that simply meets expectations. When everything looks polished and professional, nothing stands out.

What actually captures attention is the unexpected.

The brands that win are the ones that break patterns, create curiosity, and deliver something people didn’t see coming. They don’t just check the box. They create moments that make customers pause, think, and engage.

The Lost Art of Creativity in Business

Somewhere along the way, business became overly focused on process and predictability. Playbooks, SOPs, and frameworks have their place, but they’ve also stripped away something critical: creativity.

Dan challenges professionals to think like artists. Not in the sense of painting or design, but in the ability to see something others don’t, and bring it to life in a meaningful way. True differentiation doesn’t come from doing things slightly better. It comes from doing things differently. That requires imagination, risk, and a willingness to step outside the “safe” approach that most companies default to.

Brand Is a Feeling, Not a Logo

When people think about branding, they often focus on visuals. Logos, colors, fonts, and messaging. But that’s only a small part of the equation. Brand is how a company makes people feel.

It’s the experience a customer has when they interact with your business. It’s the tone of your communication, the consistency of your service, and the trust you build over time. Companies like Chick-fil-A and John Deere don’t just sell products. They create experiences that customers remember and come back to.

That emotional connection is what drives loyalty, not just product features.

The Trade Show Trap

Trade shows have long been a staple in agricultural marketing. But according to Dan, many companies are stuck in a cycle of participation without purpose.

They show up because competitors are there. They invest significant time and money. And then… nothing changes. Booths are often staffed by disengaged teams. Messaging is generic. There’s no clear strategy for how to create meaningful interactions. The result is a lot of activity, but very little impact.

If a company can’t clearly answer why they’re attending and what success looks like, it may be time to rethink the investment altogether.

Introducing Category Design

One of the most powerful concepts discussed in the episode is category design. Instead of simply promoting a product, category design focuses on creating the context that makes the product matter.

Customers don’t make decisions based on features alone. They make decisions based on how a product fits into a larger story or solves a meaningful problem in their life or business.

Successful companies don’t just compete within existing categories. They shape the narrative, define the problem, and position their solution as the obvious answer.

It’s not about being slightly better. It’s about being fundamentally different.

Solving Real Problems, Not Incremental Ones

A common mistake in agricultural marketing is focusing too heavily on incremental improvements.

A product that delivers 4% or 5% better performance may be technically impressive, but it’s rarely compelling enough to drive change.

Farmers and operators are thinking about much bigger challenges. Labor shortages, profitability, scalability, and long term sustainability.

The companies that succeed are the ones that connect their solutions to those larger problems.

They don’t just say “we’re better.”
They show why their product is necessary.

The Human Element Still Wins

As technology continues to evolve, it’s easy to assume that automation and AI will dominate the future of marketing. But Dan makes it clear that the human element is more important than ever. People are looking for connection, authenticity, and meaning. They want to engage with brands that understand them and deliver real value.

That means businesses need to move beyond templates, automation, and surface level content. They need to create experiences that feel human, intentional, and worth paying attention to.

Final Thoughts

Marketing in agriculture doesn’t need more content, more campaigns, or more noise.

It needs clarity.

It needs creativity.

And most importantly, it needs a deeper understanding of the people it serves.The companies that embrace this shift won’t just stand out, they’ll lead. Because in a world where everyone has access to the same tools, the real advantage comes from how you think, how you create, and how you connect.

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