Be prepared to communicate the Sustainable Precision Agriculture (r)evolution

The Sparkle project understands that the new professional profiles of the agrifood sector will be defined by their ability to identify and solve market needs through innovation and the intelligent and creative use of available and forthcoming technologies.

But beyond the hard challenge of thinking, designing and applying these new solutions, future professionals must be able to convey the value of their proposals. If they want to have the opportunity to implement their solutions in a real environment, they must be able to deliver them clearly and productively to companies, investors, partners and customers.

If you have a technological proposal capable of adding value to an actor in the agrifood chain, it is important to take some time to define how you are going to explain it, to which public you want to show it and which means you are going to use. This is a fundamental part of the implementation process, which can make the difference between a successful transfer to the sector, or the failure of indifference. In this sense, it is always advisable to dedicate some resources to define at least a basic communication or marketing plan for our proposal, which responds in a simple way to the questions raised above. Re-think who is your target, which channels are they using to communicate, or which are their real needs will transform your idea into a powerful product that will be highly adopted in a competitive environment.

However, it is necessary to be careful when choosing the type of communication that we carry out. When working with cutting-edge technologies, as in the case of Sustainable Precision Agriculture, it is easy to let oneself be carried away by the spectacularity of some elements that can quickly attract attention and focus. Nowadays it is easy to find news about the use of drones, or robots in agriculture, generally linked to marketing departments with great initiative and imagination, but often resulting in content to use and throw away. It is true that they are an accessible and interesting way of making a technology known, but it is important to have control over how we show our solution and to understand that all communication and marketing initiatives of our projects must be aimed at producing a reaction in the public we have selected, whether they are possible investors, or a group of farmers interested in implementing our product or service.