How can you communicate the benefits of your agronomic products to stakeholders?

Bioengineering is the application of engineering principles and methods to biological systems, such as plants, animals, and microbes. One of the fields that bioengineering contributes to is agronomy, the science and practice of crop production and management. Bioengineers can develop and innovate agronomic products, such as seeds, fertilizers, pesticides, and biostimulants, that can enhance crop yield, quality, resilience, and sustainability. However, creating a successful agronomic product is not enough; you also need to communicate its benefits to various stakeholders, such as farmers, consumers, regulators, and investors. How can you do that effectively? Here are some tips to help you.

1 Know your audience

Before you craft your message, you need to understand who your audience is, what their needs and expectations are, and how they perceive your product. Different stakeholders may have different levels of familiarity, interest, and trust in bioengineering and agronomy. For example, farmers may be more concerned about the cost, performance, and safety of your product, while consumers may be more interested in the nutritional, environmental, and ethical aspects of your product. You need to tailor your message to address the specific concerns and benefits of each group, and use appropriate language, tone, and channels to reach them.

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Carlos Itza

Belize Project Development Consultant / Agronomist / Trainer / Technical Assistance
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Before engaging an audience or stakeholders in the Agriculture industry, it is important to develop a Stakeholder or Audience Engagement Plan and a Communication Plan, both tools are very important. After developing this tools, developing a weight scoring of each of the stakeholder becomes important, through a influence and power grading score, since it is important to identify which of the stakeholders have the most influence of each of the stakeholder. Addressing each of the audience, in a fine detail provide a great element of being able to meet the required expectation of each of the stakeholder and can garantee a more successful channeling of the required information. Audiences capture the required information in a short span.

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Mario Lucio Lopes

Diretor Científico na Fermentec Tecnologias em Açúcar e Álcool Ltda
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Conhecer seu publico e identificar neecssidades, "dores", desejos ou sonhos em comum é o primeiro passo para uma comunicação eficaz, correta e que permite engajamento do publico. A divulgação, por melhor que seja, não vai ter impacto se não conhecermos o nosso publico e o que é importante para ele (e o que não é).

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2 Highlight the value proposition

Your value proposition is the core benefit that your product offers to your audience, and how it differs from other alternatives. It should answer the question: why should they choose your product over others? To communicate your value proposition effectively, you need to be clear, concise, and compelling. You need to show how your product solves a problem, meets a need, or creates an opportunity for your audience, and how it does so better than the existing options. You also need to provide evidence, such as data, testimonials, or demonstrations, to support your claims and build credibility.

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Carlos Itza

Belize Project Development Consultant / Agronomist / Trainer / Technical Assistance
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The value proposition is a good method of linking a product to the customer need. It is one of a great tool that needs to be used by agribusinesses and requires a great dedication of time to be able to compile and with understanding the product and the customer. While value proposition can look simple when finalized, the amount of time required to populate the summarized info is highly needed. The value proposition has all key components that can help you understand the customer and its needs, the product requires to solve or a product that that meet the needs.

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3 Use stories and visuals

One of the challenges of communicating bioengineering and agronomy is that they can be complex, abstract, and technical. To overcome this barrier, you need to use stories and visuals that can make your product more relatable, engaging, and memorable. Stories can help you illustrate the impact and benefits of your product in real-life scenarios, and connect with your audience on an emotional level. Visuals can help you simplify and explain your product's features and functions, and attract your audience's attention. You can use different types of stories and visuals, such as case studies, success stories, infographics, diagrams, or videos, depending on your audience and purpose.

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Mario Lucio Lopes

Diretor Científico na Fermentec Tecnologias em Açúcar e Álcool Ltda
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A complexidade e a forma de comunicar fazem toda diferença. Comunicação não é apenas apresentar o produto e seus beneficios, mas garantir que o publico compreendeu a mensagem que foi transmitida. Uma das formas mais eficazes é prender a atenção do publico através de historias e elementos visuais que permitem uam conexão rapida do publico com voce. Dentre estes elementos estão o contr histórias e uso de elementos visuais. Se alguem tem dúvidas, olhe para a historia da humanidade e como eram transmitidas as informações e conhecimento de uma geração para outra. se soubermos contar boas historias e comunicar atraves de elementos visuais, vamos alcançar nosso publico de forma mais profunda. E esse publico vai se identificar conosco.

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Carlos Itza

Belize Project Development Consultant / Agronomist / Trainer / Technical Assistance
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The use of stories and visuals in communicating is very important now a days, especially when people do not wish to read the amount of information or more when everyone is inclined to get summarized information in a digestable way. People related to stories cause it provides a simple method of relating to the stories or they also prove that "an image is worth a thousand words". Images and infographics should be a good tool to communicate information across cross cutting and that is required to transcend any barrier that can be faced with written language and communcation.

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4 Address the risks and challenges

While you want to emphasize the positive aspects of your product, you also need to acknowledge and address the potential risks and challenges that your product may pose or face. These could include ethical, social, environmental, regulatory, or technical issues that your audience may have questions or doubts about. By being transparent and honest about these issues, you can show that you are aware and responsible, and that you have taken steps to mitigate or overcome them. You can also provide information and resources that can help your audience learn more and make informed decisions about your product.

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Mario Lucio Lopes

Diretor Científico na Fermentec Tecnologias em Açúcar e Álcool Ltda
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A transparencia em mostrar o que deu certo, errado, riscos e desafios mostra honestidade e permite que o publico participe traznedo sugestões de melhoria e avanços. Ao ser transparente e enfrentar riscos e desafios, voce ganha confiança. E confiança é a base para se estabelecer uma comunicação efetiva e criar laços com seu publico. Muitas das soluções vão surgir a partir deste relacionamento que será construido com base na transparencia em assumir riscos e desafios além de construir laços de confiança.

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5 Invite feedback and dialogue

Finally, you need to invite feedback and dialogue from your audience, and listen to their opinions, questions, and suggestions. This can help you establish a relationship and trust with your audience, and show that you value their input and feedback. You can also use feedback and dialogue as an opportunity to learn more about your audience's needs, preferences, and concerns, and to address any misconceptions or objections that they may have. You can also use feedback and dialogue as a way to improve and innovate your product, and to create a loyal and satisfied customer base.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you communicate the benefits of your agronomic products to stakeholders?

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1 Know your audience

2 Highlight the value proposition

3 Use stories and visuals

4 Address the risks and challenges

5 Invite feedback and dialogue

6 Here’s what else to consider

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