Observations ... (For Openers).

At the time of this writing (May 5, 2003), corn acreage is 55 percent planted--well ahead of last year at 41 percent planted. Regardless of the number, this time is always a critical period for marketers of crop input products and services. The sales and marketing process that began late last summer and early fall has now culminated in a farmer having completed or nearly completed the purchase decision cycle. Most marketers know before now the results of their efforts and have already started planning and budgeting for the next cycle.

What is still amazing to me after all these years, and is truly amazing to others outside this industry, is that all this effort goes to impact one purchase decision made per year. So, those of us who have been at it for 25 to 30 years have witnessed only 25 to 30 purchases of our products. We've put together 25 to 30 business plans and budgets ... 25 to 30 marketing communications plans ... and so on.

The purchase decision process, however, goes on all the time. Buying inputs and other farm products is a 'considered' purchase. There is constant evaluation of the performance of the product and the company at different times throughout the year. And it is important for marketers to understand this continual evaluation process and develop sales and marketing activities that positively impact during all seasons.

It happens annually--farmers and ranchers make purchases to run their businesses, farmers and ranchers will evaluate their purchase decisions, and successful marketers will recognize this with creative plans, programs and campaigns that impact year-round.

Have a great summer!