Since 2022, Stratus has captured information from corn and soybean farmers about seed brands, generating about 5,000 data points. We measured all kinds of interactions that farmers had with each seed brand, including reseller discussions, direct contact with the manufacturer’s rep, and advertising recall. The findings are powerful.

By far, traditional media (print, radio, direct mail, TV) has the highest reach with 30% of potential brand touchpoints. Direct contact (farm calls, grower meetings, demos, trade shows, etc.) with the seed company has the lowest reach.

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