American Sugar Beets Association

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American Sugarbeet Growers Association

Lack of social media presence is a marketing challenge for the American Sugarbeet Growers Association. Also, their website lacks marketing elements. Below is an overview of our findings, as well as an outline of the research strategies deployed in attempt to obtain the requested information.

The American Sugarbeet Growers Association — marketing challenges

1. Lack of social media presence

  • The American Sugarbeet Growers Association is absent on social media, particularly Twitter and Instagram. As an example, the American Sugar Alliance is present and active on Twitter with 1,910 followers and 1,170 tweets.
  • On Facebook, the American Sugarbeet Growers Association operates an account, however the association is inactive and posts rarely, which is why their Facebook profile isn't popular. According to Entrepreneur, Facebook is one of the most powerful marketing methods, because it allows advertisers to target specific demographic and psychographic audiences. This could be used by the American Sugarbeet Growers Association to, for example, target farmers or people with interest in sugar beet. Additionally, Salsa Labs advises non-profit organizations to keep up with social media platforms by scheduling and automating posts, among other things.

2. Lack of marketing elements on the website

  • The website of the American Sugarbeet Growers Association is quite rudimental and does not exhibit marketing strategies such as attractive colors or headings. Hubspot advises companies to use vivid colors, as well as time-sensitive language, such as "Sign Up Now" or action oriented language such as "Get Started" on their websites.
  • Salsa Labs advises non-profit organizations to create a separate 'events' page on their website, in order to increase event attendance. Also, a calendar and a map of the events are useful in helping supporters understand and organize their schedules surrounding the events. The American Sugarbeet Growers Association website currently lacks all of these things.
  • In addition, lead capture forms are useful for non-profit organization websites. These increase attendance by engaging visitors to provide their name and e-mail address. They fit in with the rest of the website and shouldn't be overwhelming.


American Sugarbeet Growers Association — marketing tactics

  • Currently, the American Sugarbeet Growers Association hosts events, such as annual meetings that take place across the United States, with the purpose of educating attendees on the "issues that impact our future". The organization advertises in the Sugarbeet Grower Magazine.


Research strategy

We were not able to find direct, publicly available information surrounding marketing challenges of the American Sugarbeet Growers Association specifically. Because of this, we've analyzed the association itself and noted the marketing channels, strategies and efforts they could, but do not use, in order to provide this information as marketing challenges. In an attempt to obtain pre-compiled, publicly available information, the research team has applied the following strategies:

To start the search, we have examined the association's website, hoping to find statements from the association itself regarding marketing strategies they don't use enough, in their press releases or company descriptions, however all information on the website focused on general industry information and general facts about the company, not focusing on their marketing efforts.

Next, we have decided to identify the association leadership and search interviews and public statements they have made, assuming they likely know this information and might disclose it publicly. However, available public statements focused on regulations, laws and general information surrounding the industry itself, rather than information surrounding the company itself.

Following this, we have turned to searching marketing publications such as Ad Age and Ad Week, since they often analyze companies and their marketing strategies. Our goal was to find a report that analyzes the American Sugar Beets Association, which we could utilize to provide an overview of the marketing challenges the association faces. This strategy has failed because no relevant marketing analyses were found. The American Sugarbeet Growers Association was not mentioned in any of the marketing publications, which was why we've abandoned this strategy.

We have then attempted to determine the marketing challenges by examining association reports on industry-specific publications such as the Sugarbeet Grower Magazine and the Sugar Producer. What we hoped to find were mentions of marketing strategies the company needs to use more or uses insufficiently. No relevant information was found. Instead, the available reports focused on events related to the American Sugarbeet Growers Association, as well as their involvement with overall industry trends, with no focus on their marketing efforts or strategies.

As a last resort, we've decided to identify best marketing practices for sugar beet companies in general, in order to see which of these the Sugarbeet Growers Association does not use and provide them as marketing challenges. To find the best marketing practices, we've searched industry-specific publications as well as marketing advice publications, however we were not able to find reports that specifically describe best marketing practices for sugar beet companies, which is why this strategy has also failed. The available information focused on irrelevant things such as best practices in sugar beet cultivation, rather than marketing. Still, we have examined marketing channels, strategies and efforts the company does not use or uses insufficiently and provided this information as marketing challenges the Association faces.
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