High-Tech / Low- Tech Direct Marketing
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1 High-Tech / Low- Tech Direct Marketing By Julie Mettenburg, Mettenburg Farm and Rosanna Bauman, Cedar Valley Farms Kansas Rural Center 2011 Sustainable Agriculture Conference
2 Outline for Today Why direct marketing doesn t have to be intimidating Basics of branding About our farms The 6 steps in the sales & marketing funnel The top 5 tools every farm should have (for marketing, that is) Exercise: build your own marketing mix
3 Top 10 myths about farm direct marketing 10. You have to develop a brand. 9. You have to do it all. 8. You have to have a web site. 7. You have to hire a designer. 6. You have to order 1,000 fancy brochures. 5. You have to be at a farmers market. 4. You have to advertise to sell anything. 3. You have to blog, Facebook, Twitter, YouTube (fill in the with latest social media app) 2. Marketing is expensive. 1. Sales is skeevy work.
4 Basic Branding for Farm Direct Marketers 2 words: Be. Yourself. In local food market, farms can be seen as micro-niches. Authenticity rules.
5 Mettenburg & Bauman & Bauman Families Families
6 Bauman s Cedar Valley Farm
7 Bauman s Logo
8 Mettenburg Farm
9
10 Shared Farm -- Martin Farm
11 Julie s Marketing & Sales Funnel 1. Awareness 2. Repeat exposure / relationshipbuilding 3. The ask : Ask for the sale 4. Closing the sale 5. Fulfillment / customer service 6. Ongoing follow-up --REPEAT--
12 1. Awareness The goal: Get in front of people. Drive word-of-mouth, referrals, new exposures Low-tech: restaurants/wholesale, advertising, publicity, farmers markets, community events, school/church/charity auctions, cold calls /door-to-door, networking (rotary clubs etc.), flyers/brochures, direct mail, expo s High-tech: YouTube (video), Facebook, Twitter, SEO via website, blogging, sites like Local Harvest / Eat Wild, area sites like Our Local Food / KC Food Circle, MailChimp, local electronic media ie Wellcommons, Sunflower Horizons
13
14
15 Community networking
16 2. Building relationships / repeat exposures Repeat step 1 -- indefinitely Low-tech: farm events/visits, newsletter, special offer letters, birthday/anniversary notes, holiday notes / reminders, direct mail postcards High-tech: blog, e-newsletter, online mail programs (ie SendOutCards). Capturing is key!!!
17 Farm visits
18 3. Ask for the sale #1 small-biz marketer problem: assuming they know you are there so will buy. People want to be asked! Enlist them in your efforts, too. Like farm buy-in. Low-tech: coupons/deals, sales letters, checking-in calls, free samples, ask for referrals, deliver information (ie drought updates so need to sell), food parties, offer smaller packs/entry points, holiday offers, regular how you doing?, retail tactics, would you like to purchase? High-tech tools: sales s, Facebook posts, tweets Tip: KNOW your product is valuable and great! Helps get over the sales hurdles.
19 4. Close the Sale Make it clear how-to and easy to purchase from you. Low-tech: price lists, phone demeanor/availability, answering service, answer questions, receipts High-tech: online order form, customer service s, FAQ s, offer both selfserve and by-phone/ ordering. Promptness #1 (ie acknowledge order)
20 Its more Closing the Sale than a transaction
21 5. Customer service / fulfillment Some things to think about: followthrough with any promises; have integrity and be consistent with your product; set prices carefully. Low-tech tools: delivery (think it through carefully), satisfaction policy, recipes, recall procedure, professionalism High-tech tools: electronic cookbook, blog online, user information, general knowledge
22 Professional fulfillment
23 6. Ongoing follow-up Repeat steps 1 & 2 -- indefinitely Low-tech: check-in after purchase, send a thank-you, provide referral tools and gifts, holiday offers, customer appreciation events, calls for favorite recipes, testimonials High-tech: automated reminders, campaigns
24 Transparency
25 Basic toolkit to assemble this winter 1. Logo and visual identity: consistent look, color scheme, fonts 2. Brochure / flyer / web site and business cards 3. Contacts database -- Excel, online contact management like Batchbooks 4. Invoicing / receipts system -- paper, Paypal 5. Pricing / inventory system Advanced technique / extras to consider: Labels/packaging system, schwag (shopping bags, pens, caps etc.), matching farmers market attire for workers (t-shirts, aprons, ball caps etc.), car door magnet / attire
26
27 This is why you market
28 What s next in high-tech AgLocal.com: smart phone app Our Local Food web hub: sign-up via ourlocalfoodks.org Wallace Center: The Farmer and the Dell -- Technology for Good Food AgSquared - farm planning and management tool Top10Produce - innovative farm traceability system Local Orb.it - food hub "back office" system Idaho's Bounty - cooperative-model food hub adapting open source software Real Time Farms - restaurant food transparency system
29 This is why you market
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