CREATIVE SOLUTIONS FOR AGRICULTURAL PRODUCTS PROMOTION

Abstract

The article argues the relevance and feasibility of using marketing tools to promote agricultural products. The peculiarities of the promotion complex of agro-industrial products related to the specifics of the agricultural market are determined. Thus, it was found that the choice of means and methods of promoting agricultural products is determined by specific factors that depend on the type of market in which the company operates (B2C and B2B), agriculture (agriculture, manufacturing, processing, infrastructure), goods life cycle stages, modern promotion trends used by leading agricultural companies.
 The modern tendencies in the field of promotion of agricultural products, problems of application of creative in the process of promotion of agro - industrial products are resulted. The method of creativity SCAMPER (Substitute. Combine. Adapt. Modify. Put. Eliminate. Reverse), expediency of its application in the agricultural sphere is considered. Situations that do not allow to use a creative approach in finding solutions to promote agricultural products are analyzed.
 The efficiency of using Internet resources to promote agricultural products is argued. The main advantage of digitalization is the scaling of agribusiness. For large B2B companies, this is a way to enter foreign markets, to establish work for export. For small and medium-sized businesses, this is an increase in brand awareness, a way to expand the market, to attract new customers.
 The main types of available Internet resources for agribusiness are identified, including: free bulletin boards and forums on agricultural topics; online farm shops or aggregator sites that bring together producers and buyers; agricultural portals.
 Features of traditional channels of Internet promotion in the agricultural sphere are considered. The essence of content marketing as a tool of creative approach to product promotion is revealed. It is determined that the development and presentation of interesting content in the agricultural market helps to attract the attention of various target audiences - from farmers and investors to shareholders of the agricultural holding.
 A set of basic modern tools for creating successful content of agricultural companies has storytelling, videos, live broadcasts on social networks, webinars, 3D modeling, exhibitions in online format, sponsorship, participation in social projects, blogging. Examples of creative presentation of agricultural products by creating content are given. An analysis of the content of the surveyed companies suggests that with the help of well-developed, creative content there is a close emotional connection between the company and the consumer, strengthens trust in the brand, builds loyalty and increases sales.