With this in mind, today it is the turn to talk about a wonderfully complex entity which deserves a totally different treatment in the type of marketing and commercial approach: I mean family.
In our geographical region, many countries, such as Mexico, tremendously exalt the concept of family, since we refer to it not only as a group of individuals with blood and affective ties, but we even come to visualize it as the safe “place” where wonderful stories full of emotion and feeling.
If building customer segments by characteristics or behaviors implies an interesting challenge, how to approach a multifaceted group like the family? Join me please.
The portal sky establishes that the family isa primary social group in which its members are related by bonds of relationship in which they are assumed roles Y hierarchies from the performance of certain functions that make possible the formation of the person through meaningful interactions that occur within the group, favoring the development of psychosocial skills that allow them to integrate into their system sociocultural and realize its existence.
Agriculture is directly linked to the roles of family members in the furrow work, where the hierarchization that appears in the previous concept is a trace that is reflected in the dynamics of the rural family, where the father, provider quintessentially, he guides his offspring while also obediently aligning himself with his own father.
Although the women in the field they have begun to take center stage in our continent at different rates, she is the support and guide, trainer of minors and occasional consultant for the patriarch’s decisions, since it is undeniable that her talent knows no limits.
With all this in mind, I ask that we focus on three key moments where it is possible to make contact with families using a language that represents the much-mentioned roles within this complex social cell:
First Moment: Planning the season
All those agricultural brands that have modernized their reading of the customer map, understand that a farmer’s decisions are not usually unilateral, which is why it is smart to think that not only the profile of each client is relevant, but also the family environment in which they live and ask questions such as uncles, grandparents or siblings of our farmer have the same vocation for the crop that our potential client is going to plant? Do you have your own land or are you going to rent it? Is it feasible to negotiate jointly with customers.
The influence of some relatives with others is not a minor thing, some of them can even act as brand ambassadors, a situation that occurs naturally and even without our intervention, so instead of denying the facts, operate this commercial management intelligently because it is still a clear opportunity.
Second Moment: Special Events
“The devil is in the details” is said in a colloquial way and precisely those small details that are not so obvious are what allow us to generate a different group experience. Imagine that, instead of inviting your client in a generic and individual way, you set up a table with the members of a single family and give them special treatment based on the specific weight that group has in your community, reminding them of the years of importance that they have had in the state or even in the country.
The recognition and talent of those who leave their mark individually can always be celebrated, but when it is a family that builds a legacy, it has a punch emotions of different dimensions.
And by the way, speaking of details, just make sure that the members of that group have a good relationship, because if I were to tell you what you see in commercial life in the countryside…
Third Moment: Communication
Inheritance, transcending, leadership, impact, These are just a few concepts on which you can base your communication to farm family groups, since in the DNA of each one of its members, there is a high level of competitiveness contrasting with their desire for cooperation.
These dualities can be a very powerful story line that often pays handsome dividends.
sowing reflection
The family is synonymous with synergy, where 1 plus 1 results in 3, where children’s learning is the one that forges the protagonists of the market and believe me, I know brands and companies that become a constant guest in Sunday conversations, so if you are capable of understanding that from honesty and sincerity you can build indestructible links with your market.
Does your industry have these opportunities too? Share your experience because you already know that this space is about. Greetings to your family.