If you think that field boundary data only serves to inform you about legal land boundaries, your focus is too narrow.
Field boundary data is a powerful tool that can give you a lot more information than simply “who owns what land?”
When combined with visualization tools that let you actually see how field boundaries work together on the map, field boundary data can be used as a dynamic marketing tool.
There are many ways that your marketing strategy can benefit from the insights you can glean from using precise field boundary data.
1. Learn More About Existing Clients
Imagine that you’re working with a farmer and gather from your observations and bits of conversation that he has roughly 100 acres of land. You tailor your sales pitch and marketing efforts toward this farmer with that 100 acre figure in mine.
Then imagine that upon closer analysis of the Common Land Unit and this farmer’s field boundary data, you realize that instead of the 100 acres you thought he owned, he actually has a little over 500 acres to his name. A 400 acre difference makes a major difference in how you should target your products - and should drastically increase the amount of money you can expect to make off of sales to this farmer.
Having access to proper field boundary data gives you the knowledge you need to leverage your products and sales strategy to win a larger portion of your farmer’s wallet share.
2. See Where You Can Expand Into Your Market
If you could gain a bird’s eye view of your market by county, state or region, you’d see that it’s divided up into a patchwork of borders and boundaries that represent farms and other holdings that are located there. While doing something like driving down the road might be able to give you a partial idea of which pieces of land are allocated for what, it’s nearly impossible to tell land holdings from a surface level view alone.
When you use a visualization tool to gain perspective over a territory, you can see the area in a whole new light. Perhaps there’s a farm that’s been waiting in plain sight, but has a driveway that’s obscured by a quick turn in the road or some natural barrier.
Knowing the farms in your territory and understanding how big they are, which crops they farm and what their annual incomes are means that you’re better prepared to sell the farmers in your territory. When you know who’s out there and who’s likely to need your products, you can easily win market share away from your less informed competitors.
3. Explore New Territories
Maybe you’ve got a good handle at what’s going on in your own territory and perhaps you feel that you’ve even tapped a lot of the resources there to their max. If that’s the case, then it’s time to look beyond the physical borders you’ve established.
Field boundaries can help you figure out which new territories make sense for your products and sales goals. You can use field boundaries to determine where there are concentrations of farms that have certain needs. You can also potentially even determine whether there are existing local channels that are able to fulfill these needs within the territory and adjust your penetration strategy accordingly.
Field boundary data is far more than the fenceline. Use this data to inform your sales and marketing strategies to grow your reach and capture more of your market.