Instead of asking:
What's our biggest marketing challenge?

Ask:
Which arena is currently constraining growth?

The 3 Competitive Arenas

Every agribusiness company competes simultaneously in three arenas in the following order of importance:

  1. Priority – Is this worth the farmer's attention?

  2. Solution – Is our type of solution the right approach?

  3. Supplier – Why should they choose us?

If you are not winning at the Priority layer, your tactics addressing your competitiveness at the Solution and Supplier layer will have little impact

Different levers are needed for each arena

Layer Strongest Levers

Priority Relevance, timing, understanding farmer priorities

Solution Education, evidence, demonstrations, peer learning

Supplier Trust, reputation, relationships, service, proof

A marketer needs to understand which arena they are focusing on, because only then can they determine the right tactics to employ. Using the wrong tool burns marketing spend needlessly.

  • If you're losing at the Priority Layer, running a brand campaign probably won't help.

  • If you're losing at the Solution Layer, a product promotion won't help.

  • If you're losing at the Supplier Layer, category education won't help.

    For example.