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Personalities and marketing

Updated: 02/17/2014 @ 11:55am

This week, I will be attending the annual “Women in Agriculture” conference sponsored by the University of Nebraska. 

Last year, the event took place in the middle of one of the worst blizzards in recent history. Approximately half of the persons that registered did not get there because of the storm. Sharon and I were lucky, because we traveled the day before. I was scheduled to do one break out session. I ended up doing three topics because approximately half of the speakers did not get there either. There are worst things than getting stranded with 200 women for three days! A least it was a memorable event!

The weather promises to be better this year. Unless something changes at the last minute, I will be doing a session I call “Personalities and profits”. It is based on two of the popular on-line personality profiling inventories that illustrate and explain why some individuals are better at marketing than others. There are several personality profile type approaches. The ones I choose to study in connection with marketing utilize a questionnaire that has four sets of preferences, each with two different individual choices. In all, personalities are divided into 16 possible personality types.

In my session, I answer questions such as why marketing is so difficult for most farmers, are women better marketers than men, what characteristics separate successful marketers from those less successful and what can an individual do to make marketing less stressful. I developed this Power Point presentation in response to farmers asking why they have such a difficult time making good marketing decisions when there is so much marketing research available.

Ten years ago, I did several personality profiling meetings utilizing these resources. I discovered that there were, in fact, personality types that were most common in male farmers, female farmers, teachers, market professionals and almost all occupations. By understanding a person’s personality type, it is possible to predict how they will react in different situations that may arise in implementing a marketing plan. More importantly, an individual can take steps to avoid some of the pitfalls that one encounters in the routine of selling crops. This principle also helps explain the dynamics of family life and workplace psychology.

The evaluations of these sessions have been very positive. I really enjoy doing them for women’s groups because there are so many stories to illustrate the various personality types. A good place to begin is to log on to www.humanmetrics.com and take the personality profile. From there, numerous resources are available to study further. I personally have found that understanding my own personality type has made difficult marketing decisions easier to implement profitably.

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