Choosing a marketing agency for an agri-input or agritech company
What to ask a marketing agency before hiring them for an agri-input company, and why understanding dealer networks and seasonal timing matters more than creative flair.
4 min read
Agri-input purchasing is highly seasonal and concentrated in short windows tied to sowing timelines, which makes flat, year-round ad spend inefficient. Deliberately timing budget increases ahead of each region's window produces far better results than an even spend.
Structuring campaigns around region and season
- Separate campaigns by major growing region, since sowing timing differs as the monsoon progresses.
- Budget weighted heavily toward the two to three weeks before each region's sowing window.
- Ad copy addressing the specific crop and season, not a generic year-round message.
Recognising the limits of digital ads in this market
Many farmers still make final purchase decisions at a dealer's counter, often on credit and based on the dealer's own recommendation. Digital ads work best here to build awareness and drive dealer enquiries, not necessarily to close a direct online sale.
A well-timed ad reaches a farmer during research — the dealer counter is often where the decision actually gets made.
Complementing with dealer-facing campaigns
Separate campaigns aimed at dealers themselves — stocking decisions, margin information — can be as valuable as farmer-facing campaigns, since dealer stocking decisions happen even earlier in the season.
The takeaway
Increase budget two to three weeks ahead of your target region's sowing window, and taper once the window closes — flat year-round spend wastes budget on off-season searches.
Written by Fibvo — Bengaluru and Erode, India — working with clients in other time zones. Questions, or think we have it wrong? Tell us.
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