CPA Info #280 June 2017

Transcription

1 CPA Info #280 June 2017 Workshop Evaluations for Growing Digital: E-commerce Options for Direct Farm Marketers White, Jackson and Grundy Counties Chuck Grigsby, Center for Profitable Agriculture Three one-hour E-commerce Options for Direct Farm Marketers workshops were conducted in White, Jackson and Grundy Counties, respectively. A total of 55 producers attended the three workshops. The one-hour workshops used parts of the educational content presented at the fullday E-commerce Options for Direct Farm Marketers workshops. The e-commerce workshops were the second of the three-part workshop series for Growing Digital: Advanced Online Marketing Strategies for Tennessee Farmers. The Growing Digital educational program also included workshops on Advanced Social Media Marketing and Video Content Creation and Marketing. The Growing Digital workshops were partially funded by a grant awarded by the Southern Extension Risk Management Education Center (SRMEC) and United States Department of Agriculture National Institute of Food and Agriculture. Funding provided, in part, through a Southern Extension Risk Management Education Grant. Workshop evaluations were provided to participants at all three workshop locations. Of the 55 producers that attended the workshops, 32 completed the workshop evaluations, resulting in a 58 percent response rate. Table 1 provides summary statistics for each workshop location in terms of attendance, completed evaluations and response rate. A copy of the post-workshop evaluation form is included in the Appendix. Table 1. Summary Statistics of E-Commerce Options Workshops in White, Jackson and Grundy Counties Workshop Location Workshop Date Workshop Attendance Workshop Evaluations Evaluation Response Rate Submitted White County February 9, % Jackson County February 9, % Grundy County March 14, % Total % 1

2 Ninety seven percent (31/32) of the respondents indicated the workshop increased their knowledge of social media/digital marketing strategies to increase and/or enhance their online marketing efforts. One workshop participant did not provide an answer as to whether they increased their social media/digital marketing knowledge. All 32 respondents stated that the workshop increased their knowledge of e- commerce tools and strategies to market their products online. Twenty-three of the 32 respondents (72 percent) reported that the workshop helped them gain knowledge and skills to increase sales revenue, reduce costs, prevent losses, increase payroll or make onetime capital purchases for their direct marketing enterprises. Nine of the 32 respondents indicated they did not currently have or plan to start a direct marketing enterprise in the next year (28 percent), and therefore did not report gains in knowledge or skills for direct marketing. Ten of the 32 respondents (31 percent) reported the workshop helped them gain knowledge and skills to increase sales revenue, reduce costs, prevent losses, increase payroll or make one-time capital purchases for their agritourism enterprises. One respondent reported that the workshop did not help them gain these knowledge and skills (3 percent). Eighteen respondents indicated they did not currently have or plan to start an agritourism enterprise in the next year Chuck Grigsby of the Center for Profitable Agriculture talks to direct farm marketers in Jackson County about developing online farmers markets for their farm and cooperatively. (56 percent). Three workshop participants did not provide an answer (9 percent). (Percentages do not sum to 100% due to rounding) Respondents were asked to provide suggestions on how to improve the workshops. Their suggestions are categorized by Suggestions for Workshop Activities, Workshop Setting and Format, and Positive Comments. Suggestions for Workshop Activities More details on costs/fees, ease of set up and maintenance. Website building options. Create mock website. Workshop Setting and Format More time. Time too short. (Four similar comments) Pare down slides for a one hour workshop. Content seemed disorganized; it was a little hard to follow along with the handouts. Positive Comments (Sample of positive comments) 2

3 Excellent workshop. Good new info. I am new to agriculture, direct marketing, etc so this seemed very thorough to me. Excellent Job Chuck! It was great! Can t think of anything. Very informative. Lots of information, possibilities and food for thought! It was a great introduction. It was great. I came for support and found this very interesting. Very good. Very useful information, lots of options were presented. It was good as presented. A vast amount of information in a short time. The final question of the workshop evaluation asked respondents to list a key resource, information or training they still needed. Workshop participant responses are categorized by E-commerce and Website Development, Digital Branding and Marketing, Networking Opportunities with Other Producers, Other, and Positive Comments. E-commerce and Website Development Integrating systems together to work with my website. Website building/operating. Web site design. Setting up a webpage. Creating website/e-commerce. More info on payment options. How to set up, accept, etc. Also how to determine fair market value for products. Implementation of set up of e-commerce. Digital Branding and Marketing I'm more interested in communication and information hosting/sharing platforms capable of providing a network for groups/individuals. Networking Opportunities with Other Producers Maybe organizing groups to co-operate. Other More info on legal aspects of direct marketing. More product specific info. ne at this time. We are only working 2 acres at this time until we can branch out more. Where to look for help with red tape on fresh meat sale. Discussion on topics (items for sale) that I'm thinking about developing. Positive Comments Great workshop! Summary Three one-hour E-commerce Options for Direct Farm Marketers workshops were conducted in White, Jackson and Grundy Counties, respectively. The one-hour workshops were based on the educational materials presented at the full-day E-commerce Options for Direct Farm Marketers workshops. The e- 3

4 commerce workshops were the second of the three-part workshop series for Growing Digital: Advanced Online Marketing Strategies for Tennessee Farmers. The Growing Digital educational program also included workshops on Advanced Social Media Marketing and Video Content Creation and Marketing. The Growing Digital workshops were partially funded by a grant awarded by the Southern Extension Risk Management Education Center (SRMEC) and United States Department of Agriculture National Institute of Food and Agriculture. A total of 55 people attended the three workshop locations, 32 of which completed post-workshop evaluation forms, resulting in a 58 percent response rate. Short-term impacts of the workshops included: 31 respondents (97 percent) indicated the workshop increased their knowledge of social media/digital marketing strategies to increase and/or enhance their online marketing efforts. 32 respondents (100 percent) stated the workshop increased their knowledge of e-commerce tools and strategies to market their products online. 23 respondents (72 percent) reported the workshop helped participants gain knowledge and skills to increase sales revenue, reduce costs, prevent losses, increase payroll or make one-time capital purchases for their direct marketing enterprises. 10 respondents (31 percent) reported the workshop helped participants gain knowledge and skills to increase sales revenue, reduce costs, prevent losses, increase payroll or make one-time capital purchases for their agritourism enterprises. 4

5 Appendix Growing Digital: E-commerce for Direct Farm Marketers Workshops Evaluation Form Please complete this form to help us evaluate the workshop, report possible impacts and provide input for future events. 1. As a result of this workshop, did you a. Increase your knowledge of social media/digital marketing strategies to increase and/or enhance your online marketing efforts? b. Increase your knowledge of e-commerce tools and strategies to market your products online? 2. If you currently operate or plan to start a direct marketing enterprise in the next year (pickyour-own, on-farm retail, CSA, farmers market, etc.), did the workshop help you gain knowledge/skills to increase sales revenue, reduce costs, prevent losses, increase payroll or make one-time capital purchases? I do not currently have or plan to start a direct marketing enterprise in the next year. 3. If you currently operate or plan to start an agritourism enterprise in the next year (on-farm tours, events, family fun, haunted attractions, etc.), did the workshop help you gain knowledge/skills to increase sales revenue, reduce costs, prevent losses, increase payroll or make one-time capital purchases? I do not currently have or plan to start an agritourism enterprise in the next year. 4. How could the workshop have been improved? 5. What is the key resource, information or training you still need? Thank you for completing this evaluation! 5