by Andy
February 19, 2010
Mankind started as an agrarian society and was the main form of socio-economic organization for most of recorded human history (thanks Wiki). About 100 years ago, the industrial revolution took hold and we transitioned from farming to manufacturing, which then quickly evolved to the industry that now runs the show in the United States – the service sector. (My teachers would take exception to this very abridged history of the world, but they always took exception to my simpleton ways. The beauty of simple is that it makes execution more manageable – but this is a topic for a future entry. I digress.)
Farming is a great way to view marketing, as the lessons learned from farming are very applicable. Just ask any farmer – backyard or otherwise. It’s not about planting seeds and harvesting what grows. If only it were that simple. Our caveman ancestors left us clues to its complexity including pictures and tools that explained the critical nature of effective farming to their very existence.
While I will not even try to equate marketing with life, the practice of farming has astonishing similarities to marketing.
- The farmer must find the right field and assess soil conditions.
- The farmer must use the right seeds given the soil and prevailing weather patterns.
- The farmer must plant a crop that will be wanted by the local store.
- The farmer must prepare the fields for planting.
- The farmer must use the right tools to assure full yield.
- The farmer must nurture the fields to ensure crop growth.
- The farmer must weed competing plants to ensure crop growth.
- The farmer must protect against infestation to ensure quality.
- The farmer must time harvest accurately.
- The farmer must negotiate price.
- The farmer must alert stores for impending delivery.
- The farmer must deliver the crop.
The correlation to marketing is near identical. Marketing is not a task, but a POV with growth as the primary objective. The business of growth touches the entire business, which is why marketing is beyond the silo of tactics (making ads). What’s more is that most other business facets remain largely siloed. Accounting and finance cast their expertise over a much narrower playing field within the business structure. Same for sales, manufacturing and technology. Marketing is best viewed as a euphemism for growth. Better yet, good marketers (like good farmers) enjoy the dirt and getting dirty. There’s nothing erudite or pristine about farming. Or marketing. As people and as businesses, we need both to survive.
Plus, farmers get to wear overalls. These clothes are aptly named.
Love the comparison. And just like farmers, marketers also sometimes need to pray for rain!
Love the comparison. And just like farmers, marketers also sometimes need to pray for rain!
I like the notion that success in marketing and in farming requires a bunch of skills. Too many Marketers think the answer is to “race off and write ads.” Not sow. Um…not so.
I like the notion that success in marketing and in farming requires a bunch of skills. Too many Marketers think the answer is to “race off and write ads.” Not sow. Um…not so.
Too many people associate Marketing with MARCOM or advertising. They have no idea that it is Marketing that defines the products that make up todays industrial base. I have seen too many businesses fail due to the fact that they devise a product based upon some cool new technology without first analyzing the market to determine what function and features should provide to users. Using the farming analogy, it is like growing corn in a country where everyone eats rice. It’s good that you are getting the word out that Marketing is more than just spash pages on fancy websites.
Too many people associate Marketing with MARCOM or advertising. They have no idea that it is Marketing that defines the products that make up todays industrial base. I have seen too many businesses fail due to the fact that they devise a product based upon some cool new technology without first analyzing the market to determine what function and features should provide to users. Using the farming analogy, it is like growing corn in a country where everyone eats rice. It’s good that you are getting the word out that Marketing is more than just spash pages on fancy websites.
This analogy is so excellent, I’d like to extend it further with an anology to what is happening in our society today and its relevancy to marketing.
Our nation was built on an economy of small independently owned farms. These family farms took pride in their work, grew responsible crops, delivered excellent produce to the market and were assets to their local economy.
For nearly two centuries independent farms were an integral part of our America’s fabric. They provided local jobs, nutritious food and stewardship of the land. Farmers were in many ways the heart and soul of America.
However, the rise of large scale corporate farms endangered the local farmer. Factory farms employ ‘economies of scale’ and deliver lower price food to our markets. Pride in workmanship, quality of produce and responsible citizenship is replaced by the single illusion of ‘lower cost’. The results have been nothing short of disasterous.
It’s time we return to an economy built upon small independently owned farms and other businesses. We need to support enterprises that take pride in their work, deliver excellent services to their clients and are assets to their community. A marketing firm that understands and practices the individual farmer’s approach as described above fits that bill. And a marketing group that articulates it this well is the one for me and my businesses.
This analogy is so excellent, I’d like to extend it further with an anology to what is happening in our society today and its relevancy to marketing.
Our nation was built on an economy of small independently owned farms. These family farms took pride in their work, grew responsible crops, delivered excellent produce to the market and were assets to their local economy.
For nearly two centuries independent farms were an integral part of our America’s fabric. They provided local jobs, nutritious food and stewardship of the land. Farmers were in many ways the heart and soul of America.
However, the rise of large scale corporate farms endangered the local farmer. Factory farms employ ‘economies of scale’ and deliver lower price food to our markets. Pride in workmanship, quality of produce and responsible citizenship is replaced by the single illusion of ‘lower cost’. The results have been nothing short of disasterous.
It’s time we return to an economy built upon small independently owned farms and other businesses. We need to support enterprises that take pride in their work, deliver excellent services to their clients and are assets to their community. A marketing firm that understands and practices the individual farmer’s approach as described above fits that bill. And a marketing group that articulates it this well is the one for me and my businesses.
I agree with this analogy. Genuine Marketing is very much like Genuine Farming. And — if you want either — you should seek a Marketing Group / Farmer that genuinely understands and practices the ideas spelled out above.
I agree with this analogy. Genuine Marketing is very much like Genuine Farming. And — if you want either — you should seek a Marketing Group / Farmer that genuinely understands and practices the ideas spelled out above.
So, would social media be hybrid seed we are testing?
So, would social media be hybrid seed we are testing?
Nice analogy. Many parallels to marketing. One note of caution: “farming accidents” happen all the time. Stay off the combine until you know what you’re doing! Like many things in life, it may look easy but it takes a takes a lot of skill.
Nice analogy. Many parallels to marketing. One note of caution: “farming accidents” happen all the time. Stay off the combine until you know what you’re doing! Like many things in life, it may look easy but it takes a takes a lot of skill.