Marketing Pumpkins for Profit

Transcription

1 Marketing Pumpkins for Profit Megan Bruch Leffew Marketing Specialist CPA Info #254 Pumpkins for Profit Tour July 31-August 2, 2016

2 Census Data on Pumpkin Production in Tennessee 4,000 3,742 3,500 3,000 2,500 2,000 1,500 1,000 1,461 2,357 2,385 2,081 Acres Harvested Operations

3 Pumpkin Production in Neighboring State States, Census 2007 & 2012 Acres Harvested Operations Acres Harvested Operations Alabama Arkansas Georgia Kentucky 1, , Mississippi Missouri 1, , North Carolina 1, , Tennessee 2, ,

4 Production Stats U.S. (for California, Illinois, Michigan, New York, Ohio, Pennsylvania) Year Acres Planted Acres Harvested Yield Per Acre (CWT) Price per CWT ,600 50, $ ,900 49, $ ,200 40, $12.00 USDA, NASS. Vegetables: 2015 Summary. February 2016.

5 How is the pumpkin crop looking so far this year?

6 Product Considerations Harvest after shell hardens completely Leave some stem Stemless have lower value as jack-o-lanterns and rot more easily

7 Product Considerations Don t stack more than 2-4 deep Wash or dip in 5-10% chlorine bleach solution to increase longevity Store in dry, cool place Sun causes excess spoilage

8 Any other harvest, handling or storage considerations?

9 Allowable Units of Sale Gourd vegetables may be sold by Weight Count Dry measure (1 dry qt. or larger)

10 Approved Scales Legal for trade commercial scale required when selling by weight Must be tested and licensed/permitted annually by TDA May test more if complaint or previous problem Permit for 1-5 small scales with a weighing capacity less than or equal to 2,500 lbs costs $25/yr.

11 Tennessee Contact for Scales Weights and Measures Administrator Tennessee Department of Agriculture Consumer & Industry Services (615)

12 Halloween Spending Study National Retail Federation Estimates how much people will spend on costumes, candy, décor, cards, etc. for upcoming Halloween Additional information How celebrate carve pumpkin, haunted house, etc. Other shopping behavior

13 Halloween Spending Study Typically released in August/September Some data by demographics (gender, income, adult age groups) Polls more than 6,000 consumers Learn more in attachment and at NRF.com/Halloween

14 2015 Halloween Spending Category % Buying in South Avg. Spent in South (Buyers) Total (billions) Costumes 66.6% $42.07 $2.53 Décor 67.1% $32.24 $1.88 Candy 92.8% $24.25 $2.14 Greeting Cards Total 33.1% $11.09 $ % plan to participate in Halloween $75.85 $6.89

15 How celebrate Halloween? Activity % of Adults 18+ in South Hand out candy 67.8% Dress in costume 44.3% Decorate your home/yard 43.3% Carve a pumpkin 37.4% Throw/attend party 30.1% Take children trick-or-treating 27.1% Visit a haunted house 18.2% Dress pet in costume 12.3% Other 3.9%

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17 When begin shopping? Last 2 Weeks of October 24% Before September 7% First 2 Weeks of October 41% September 28%

18 Location Where buy? % in South Discount Store 49.4% Specialty Halloween/Costume Store 29.7% Grocery Store/Supermarket 24.9% Department Store 20.0% Online 17.8% Crafts or Fabric Store 13.2% Small/Local Business 6.2%

19 Impact of Economy Will the state of the U.S. economy impact Halloween spending? Yes, 18% No, 82%

20 If yes, how impact spending? Strategy % in South Spend less overall 77.7% Putting up last year s decorations with no plans to buy more 20.4% Make costume instead of purchasing 17.8% Use last year s costume 13.7% Not participating in as many activities (i.e. haunted house, fall festivals, etc.) 10.9%

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22 Use Experiences to Add Value to Pumpkins

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24 To sell Jill Jones what Jill Jones buys, you ve got to see your products through Jill Jones eyes.

25 Six Essential Aptitudes 1. Design, not just function. Ambiance Beautiful, whimsical or emotionally engaging 2. Story, not just argument. Farm history, present, future Crops, livestock, products, equipment, practices

26 Six Essential Aptitudes 3. Symphony, not just focus. Pair combinations of products and services to meet unique needs of customers Fun activities, products to buy, places to rest, restrooms, baby changing stations, concessions, souvenirs 4. Empathy, not just logic. Demonstrate care for customers and community Donate to local causes, provide special touches for customer needs (water on very hot days, sunscreen, first aid)

27 Six Essential Aptitudes 5. Play, not just seriousness. Show you are having fun and encourage customers to have fun with you Smile, laugh, engage with guests 6. Meaning, not just accumulation. Positive, enjoyable experiences help to add meaning to lives and enrich understanding of the world around us. Create special moments (photo ops, picnic areas, family activities, ask visitors to help you support a special cause)

28 Create the Customer Experience Create ways for visitors TO BE Create things for visitors TO DO Create opportunities for visitors TO LEARN Create opportunities for visitors TO HAVE FUN

29 Create the Customer Experience Theme experiences Provide positive cues Eliminate negative cues Mix in memorabilia Engage all 5 senses

30 Marketing Pumpkins for Profit Megan Bruch Leffew (931) ag.tennesse.edu/cpa facebook.com/valueaddedag