Did you ever market a product or service that was in high demand? <NEED>
Did you ever market a product or service with a limited supply? <SCARCITY>
Did you ever market a product or service that was mission critical? <FEAR>
Did you ever market a product or service that was required by law? <RISK>
In each case, your job was probably a bit less challenging than other marketing jobs. You might even say it was “easy” at times.
Why? Need + Scarcity + Fear + Risk = EZ Sales and EZ Profits.
It’s rare to provide a product or service that appeals to all four of these purchasing motivators. Even if you had a product or service that represented a mere triple threat, such as Need + Scarcity + Fear, you’d be in great shape from a marketing perspective.
FOOD PRODUCTION is a prime example of a triple-threat service that would make your marketing job a breeze. Check it out:
<NEED>
The US population increased almost 50% in 55 years. Top this off with current demand for food-based biofuels and you get an exacerbated need.
*Does not include figures for undocumented immigrants, which are projected to be between 10 and 20 million people.
<SCARCITY>
The number of farms in the US shrunk by 61% during the same timeframe.
<FEAR>
In May 2007, the US Department of Agriculture released a report regarding the world’s grain supply, which is at its lowest level in 47 years (the length of time this data has been tracked). The report also provided grim predictions for the supply of other food sources.
Moral of the Story #1
If you own a farm, HOLD. If you are thinking about owning a farm, BUY. 🙂
Moral of the Story #2
Marketing a triple-threat service like PRODUCING FOOD could very well end up being one of the easiest jobs in the world.
Chart sources: US Department of Agriculture, US Census Bureau, and http://www.agclassroom.org/gan/timeline/index.htm
UPDATE as of 25 September 2007: Australia Cuts Wheat Forecast by a Third and Global Dairy Demand Drives Up Prices