i was just paging through the New Jersey Business News for
July 12, 1999 and an article with the title Idea Farm
Plants Promos caught my eye. here is a summary with some
"Where can you find promoters in pinstripes mingling with
farmers looking for solutions?" At a business just started
by Total Research, a marketing research firm outside
Princeton. They have created a wholly owned subsidiary
called Idea Farm. It promotes all types of
agriculture-related products, from pesticides to machinery.
It does so through peer-selling, where a group of people
from the same general vicinity in the agricultural
community are invited to discuss common problems in their
work. When the group discusses solutions, the
moderator--an Idea Farm employee--introduces his client's
product as a possible remedy.
The company is targeting farmers around the country. Idea
Farm may, for example, gather a group of cotton growers
from the Delta region to talk about difficulties they face
in raising their crops. When the group broaches the
subject of bug infestation, the Idea Farm moderator flashes
a new type of pesticide, and explains how the product might
be beneficial to the farmers.
"peer selling" its called. the article goes on and on about
how effective this technique can be and the basic tone is
that farmers will be an easy sell.
Have a good weekend everyone, kate
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