Demographics:

Largely in their mid-20s to 60s and includes multiple generations of farmers and ranchers as well as those in the agriculture industry. Located primarily in rural areas in the Midwest. Many of the customers have some college education, some from technical schools, but a majority may only have their high school diploma. Their interests include farming practices, livestock, and livestock showing, the development of rural communities, and sustainability.

Psychographics:

The customers of Focus Marketing Group are hard workers, who value reliability and dependability, as well as have a soft spot for the youth that are the future of the livestock industry and agriculture as a whole.

Customer Persona:

Name: Matt DeNeui

Age:42

Occupation: Owner of DeNeui Club Calves in Southeastern South Dakota, breeding, working, and preparing show cattle for the children in the livestock industry year after year.

Goals: Matt wants to provide an opportunity for any child who wants to show cattle to have a calf to do so. He strives to produce high-quality cattle to be successful at any level of livestock shows.

Challenges: The increasing competition and prices of everything in the current economy are a challenge along with unpredictable weather.

Personality: Matt is a matter-of-fact kind of guy. He is hardworking, practical, and relentless. He likes a straightforward business structure and wants guidance from people who really know about the show cattle industry. He wants to build a good relationship with a company that will provide the best quality marketing for his small business. Being able to talk business and have a good laugh is what Matt is looking for in an ag marketing company.