Your Farm Your Brand. Doug Edge. Farm Journal Media

Transcription

1 Your Farm Your Brand Doug Edge Farm Journal Media

2 My Background

3 One word to describe these brands:

4 One word to describe these brands:

5 Chip and Joanna Gaines

6 Why is Farm Branding important?

7 Why is Farm Branding important?

8 Word of Mouth 67% of the U.S. economy is affected by Word of Mouth SOURCE: McKinsey & Co.

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10 Word of Mouth

11 Word of Mouth

12 this is why Your Farm Brand is important

13 what are people saying about: You? Your Farm? Your Stewardship? Your Employees?

14 your brand is what you re famous for Word or Phrase Category Emotion

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16 Your Farm Brand Scorecard Give yourself 10 points for each statement you believe is true below: You have an established Farm Name You have a Farm Logo You have a Farm Sign You have a Farm Website You have a Farm social media presence (dedicated facebook page, twitter, linkedin, etc) You have branding on your trucks, tractors and/or other farm equipment You have branded apparel like shirts, hats, jackets etc You have printed business cards, letterhead and other printed collateral with your brand on it. You promote your brand in your community by sponsoring things like 4H, FFA, Little League, or local community events You have a brand protection plan. You know what to do if something would go wrong. You have a dedicated spokesperson for media inquiry and in the case of crisis management. Total Points:

17 Your Farm Brand Scorecard How did you do? 80 points or above = You are on your way to having a strong Farm Brand = You maybe on the right track but have some work to do. 60 points or less = You may want to spend some time developing Your Farm Brand

18 Your Farm Brand Scorecard Strong farm brands share four characteristics: Own a position in the mind Create trust Are focused Based on Beliefs or Emotions

19 Your Farm Brand Scorecard

20 Your Farm Brand Scorecard once you understand the integrate it importance of your brand it is now time to promote it and build value

21 Your Farm Brand Scorecard What three words do you want your Farm Brand to represent? Keep these factors in mind: Own a position in the mind Create trust Are focused Based on Beliefs or Emotions

22 Who are we marketing too? Community Partners Land Owners/ tenants Employees/ future employees Suppliers Customers Other

23 Social Media facebook twitter LinkedIn pinterest More

24 Social Media Where should I be? facebook Reach your fans and create new ones twitter News making Business and Advocate Engagement LinkedIn Find new customers & partners Recruitment pinterest Idea sharing Crop scouting

25 How should I use it?

26 How should I use it?

27 How should I use it? To Promote: Your brand Animal welfare Land stewardship Community involvement Education of consumers Connections with partners, employees and other stakeholders Idea sharing

28 How should I NOT use it? To engage negative people or groups Share posts from those out to harm Ag Engage in politically charged topics and posts Don t post anything you wouldn t want Grandma to read

29 What about a website? Do you sell anything direct to consumers? Do you sell anything with your farm label on it? Do you recruit employees? Do you have tenants want more ground to farm? Do you care about the future of Agriculture? If you answered yes to any of these you should probably have at least a basic website.

30 Key to a successful web presence: You don t have to spend a lot of money on one Search engines love Video Link to your social platforms Make it easy to contact you Give people a reason to come back

31 Communication: Monthly enewsletter Alerts Look professional with an marketing vendor Inexpensive way to stay in touch with key people vital to your farming operation.

32 Your Farm Brand Action Steps Based on today s information what three things do you need to focus on to improve your farm brand?

33 Your Farm Your Brand Thank You! Doug Edge National Accounts Manager New Business Development Farm Journal Media N. Archer St. Rosedale, IN Cell: (765) Fax: (847) Connect on LinkedIn

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