Trending from G/L: Millennials Get The Best of Both Worlds With Agrihoods

The Blog

Melissa Ross
Digital Content Producer

Trending from G/L: Millennials Get The Best of Both Worlds With Agrihoods

You’ve heard it before and have seen the headlines: “Millennials Are Killing The So-And-So Industry.” Everywhere from diamonds to napkins, millennials are being blamed for the downfall of many industries that were once booming in the past. And now there’s another thing to add to the list: Country Clubs.

In the 1990’s, baby boomers flocked to tiny golf communities because of the status that went along with it: the real estate was highly coveted because of the green space and beautiful views. But it seems that those that may have grown up in these types of groomed neighborhoods aren’t as interested in buying. Instead, they favor farm-to-table eats, the idea of environmentally friendly living and reducing one’s carbon footprint, but without giving up luxury amenities. Enter the Agrihood.

Short for “agricultural neighborhoods,” agrihoods, according to Business Insider, are “master-planned housing communities with working farms as their focus with ample green space, barns, and outdoor community kitchens. Some boast greenhouses and rows and rows of fruit trees. The homes are typically built to high environmental standards – think solar panels and composting.”

But these aren’t off-the-grid communities with tiny houses. In one agrihood in Palm Springs, California, homes are ranging from the high $300,000s up to $1 million. Millennials are paying big bucks for access to the communal farms, orchards, fresh food, community events, and nature.

With about 150 agrihoods across the country, a large percentage of which exist near larger cities, the attractiveness of getting sustainable living without having to give up big city amenities is another big attractor for millennials, who make up the largest segment of American homebuyers today.

What’s the rise of agrihoods mean to us? That the big growth in lifestyle markets we’ve already seen might be just the start. Our clients that supply products for weekend farmers/ranchers, hobby farmers, gentleman farmers, backyard gardeners, etc. have seen tremendous growth in recent years as millennials seek more and more to break from big city life and live more community-focused lives. But what started as a trend has quickly begun to look like a full-blown movement.

Millennials are blamed for “killing” a lot of industries. And while this generation continues to become a larger portion of the workforce and earn higher salaries, they’re in turn producing incredible growth in new and existing industries as well. Don’t let your brand be the next millennial victim. Contact Geile/Leon today, so we can help your brand find that sweet spot in your marketing communications – because your brand doesn’t want to just be a household name, you want it to be an agrihood name.

When Subpar Branding Just Won’t Fly

The Blog

Randy Micheletti
VP, Director of Brand Strategy

When Subpar Branding Just Won’t Fly

For horse owners, summer is the time for peaceful, early morning rides before the sun heats up the day. It’s a time to spend washing, treating and connecting with your horse. Unfortunately, it is also the season of the most heinous insect on the planet…flies!

And, as all horse owners know, it’s a never-ending battle. You try everything and they just keep returning. Not only are they frustrating to you, they’re even more irritating to your horse. Imagine the way the horse feels as the summer heat kicks in and these pests will not leave them alone.

As we’ve learned from recent client focus groups, many horse owners are convinced there’s not much that can be done to effectively repel flies. Sure, some have regiments that are partially effective but many said during the heavy summer season protecting their horses from flies and other biting insects was a “losing battle.”

Here are a few tips on becoming more effective in the battle against flies and other insects:

  • Eliminate places where flies and insects inhabit and breed such as standing water, old water in a bucket, dirty gutters, or road ditches.
  • Provide your horse with additional protection during peak fly season and avoid being outside during these times.
  • Limit your horse’s exposure to flies and insects by using a fly spray specifically designed to kill and repel a broad spectrum of insects on contact.
  • Implement a fly control program that uses multiple products. Combining fly sprays, fly masks and premise concentrate and bate can provide complete protection for your horse.

Manna Pro partnered with Geile/Leon to introduce a complete line of equine fly control products for all applications, including sprays, masks, face and body wipes, and premise protection. Our knowledge and expertise within the equine category provided the framework to help us build a memorable brand, increase awareness of the new line, and drive sales of Force products.

Check out the launch campaign and the results generated: Drop Dead Powerful

Geile/Leon is a brand-driven marketing agency based in St. Louis, Missouri that specializes in equine marketing and new product introductions. If you’re looking to refresh a brand or launch a new one, let’s chat.

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