ense Pilot Workshop Evaluation Summary

Transcription

1 CPA Info #175 January 2011 Direct Marketing ense Pilot Workshop Evaluation Summary Megan L. Bruch Marketing Specialist The Direct Marketing Sense workshops were designed for farmers involved in or interested in developing direct marketing and agritourism operations. The program was developed by the Center for Profitable Agriculture with funding provided in part by the Tennessee Department of Agriculture and USDA Rural Development. Two sessions of Direct Marketing Sense were held in the fall of 2010 to pilot test the workshop materials and procedures. The two-day workshops were held in Spring Hill on October 14 and 28 and in White Pine on December 1 and 2. A total of 52 people participated in the workshops with 15 in Spring Hill and 37 in White Pine. Another workshop was scheduled to be held in Cookeville in October, however, lack of pre-registrations necessitated the workshop being cancelled. The workshops included 12 presentation over two days. Speakers included Amy Ladd, Hal Pepper and Megan Bruch from the Center for Profitable Agriculture and John Sanford from the Tennessee Department of Agriculture. Figure 1: Direct Marketing Sense Program Partners Workshop attendees were asked to complete an evaluation form at the end of the events. Forty-one forms were returned for an overall response rate of 78.8 percent. White Pine participants returned 32 forms, and Spring Hill participants returned 9 forms. A sample of the evaluation form is included as Appendix A. Respondents were asked to select a category that best described their role and interest in direct marketing. Nineteen respondents (50 percent) were currently direct farm marketers or agritourism operators (Figure 3). Another 14 Figure 2: CPA's Hal Pepper discusses business planning with Spring Hill workshop participants. 1

2 respondents (37 percent) were farmers considering direct farm marketing or agritourism. Agriculture industry professionals accounted for 5 respondents (13 percent). Ag Professional, 5, 13% Considering DFM or AT, 14, 37% Current DFM or AT, 19, 50% Figure 3: Role and Interest of Participants in Direct Farm Marketing (DFM) and Agritourism (AT), Number and Percentage of Respondents Respondents were asked to rate each workshop session on its effectiveness in providing information needed to enhance the success of their current or potential direct farm marketing or agritourism enterprise. Responses were requested on a scale of 1=Not Effective to 5=Very Effective. Average ratings for all sessions ranged from 4.34 to 4.70 and are listed in Table 1. Table 1. Average Ratings for Workshop Sessions Sessions Average Rating Regulatory Considerations from the Tennessee Department of Agriculture 4.70 Additional Resources 4.59 Sales Tax Considerations 4.54 Risk Management Considerations 4.54 Key Concepts for Successful Marketing 4.49 Customer Service 4.49 Developing Effective Marketing Materials 4.47 Making the Most of the Market: Merchandising Considerations 4.46 An Introduction to Direct Marketing and Direct Marketing Sense 4.40 Key Concepts for Developing a Business Plan 4.39 An Introduction to Marketing on the Web 4.37 How to Get Started: Assessing Your Resources 4.34 Respondents were asked to indicate the overall effectiveness of the workshop in providing information needed to enhance the success of their current or potential direct farm marketing enterprise or in preparing them to serve clients on direct farm marketing issues. Responses were given on a scale of 2

3 1=Not Effective to 5=Very Effective. The average rating on the overall effectiveness of the workshops was The evaluation form invited respondents to provide suggestions on how to improve the workshops. Comments and suggestions are listed in Table 2 according to three categories: materials, sessions and other. Figure 4: CPA's Megan Bruch discusses marketing with White Pine workshop participants. Table 2. Comments and Suggestions to Improve Direct Marketing Sense Materials Tell us how to access the PowerPoint or if available. I'd love access to the slides because the "copies" don't show all that the screen shows. Printed pages limited to 4 slides so they are readable when I get home. Sessions More interactive - group exercises/examples - participation from audience. Developing Effective Marketing Materials is too long. Cover less material. Needs more encouragement for networking. Have attendees exchange more information. More examples of how to perform a SWOT and write a mission statement or whatever the topic is. Not just the theory -most sessions had examples. I think the pictures (visuals) of good and bad examples are great. Have more examples and maybe examples they can take home with them. More lessons directly from farmers. More guest speakers, on the ground. A lot of technical information on the 2nd day. A lot to take in on one day. Clearer information on taxes. On the web less details - hold as an intensive day for people who will be interested in doing their own webpage - I think most of the people here will hire a web designer. Other Give producers a 3 minute maximum per business to share success stories. Incorporate the input from the attendees a little more. Good job! Actual one on one analysis where it could be scheduled. Respondents were also asked to identify the key resource they still needed for developing and growing a direct marketing or agritourism enterprise. Responses are listed in Table 3. 3

4 Table 3. List of Key Resources Still Needed Break out time to begin some of the planning exercises. Since this is a big take-away and begins momentarily. Hands-on drafting of some of the items discussed. Business plan, marketing plan, etc. Assessing resources. Developing a business plan. (2) The Developing Effective Marketing Materials. Marketing, planning. Basic marketing and the need for it. Some folks think you can do it for $50. Web info - understand its coming. Packaging - regulations. Is it as important as other aspects. Developing and making a website. Internet. More of it! Remember it all. Possibly more specific to area (i.e. county regs etc). More do's and don'ts for Farmers Markets. Financing. "Money" Program on where to find grants and how to write a grant. An understanding, patient bank that is sensitive to ag related projects. Information on suppliers (Examples: Company to design and cut corn maze - Toys - Baskets - Pots for selling produce.) Specific actual on-farm advice. It was difficult for workshop planners to determine the best timing to hold the two days of the workshops. For the pilot tests, two options were provided: one with the two days of sessions two weeks apart and one where the workshop was held on consecutive days. Participants were asked to rate four choices for workshop timing on scale of 1=Most Preferred and 4=Least Preferred to help with future workshop planning. Table 4 shows the number of respondents providing each rank for each timing option. From these rankings, a total ranking score was calculated by multiplying the number of times each rank was given for each option by the rank. (For example for the first option, the total ranking score was calculated by multiplying (27*1)+(0*2)+(1*3)+(3*4)=42. Therefore, the lower the score the more preferred an option was. The option to hold the workshop on consecutive days was most preferred with holding the workshop days one week apart being the second most preferred option. Table 4. Preferences for Workshop Timing Timing Options Provided Number of Respondents Choosing Total Overall Each Rank Ranking Ranking Score Hold on consecutive days (two days back to back) Hold on non-consecutive days during the same week (ex. Tuesday and Thursday of the same week) Hold one week a part (ex. Tuesday of one week and Tuesday of the following week) Hold two weeks apart

5 Finally, participants were asked to provide any additional comments or suggestions relating to the workshop. Respondents included additional suggestions for improvement, what they liked best and compliments on the workshop. Comments and suggestions are listed in Table 5. Table 5. Additional Comments and Suggestions Liked the example of the market analysis - very helpful. Thank you very much. Marketing for us is the biggest challenge. This Figure 5: Amy Ladd of the CPA discusses developing workshop really helps! effective marketing materials in Spring Hill. Marketing materials and merchandising were the two best presentations. Provide website training by using the web! Use real websites to teach web pages - visual is easier to follow real site. Great job on everything. Best explanation I've ever heard about search engines/spiders. Program or intern programs available for farms/businesses (Room and board only) or can pay small stipend. Good training, more interaction discussion would be good! Suggest local motels for out-of-town participants. Employee and student conducted long conversation during last presentation that was very distracting. Could they have stepped outside. People who brought computers and typing distracting. Presenters very knowledgeable. Thank you for your time. Facilities and food great! Had a great time! Thank you! This was an excellent workshop! Lots of useful material and tremendous presenters. Great job as usual! You all do outstanding work and I appreciate your resources and expertise! CPA always does a great job! Always. Summary The Direct Marketing Sense workshops were designed for farmers involved in or interested in developing direct marketing and agritourism operations. The program was developed by the Center for Profitable Agriculture with funding provided in part by the Tennessee Department of Agriculture and USDA Rural Development. Two sessions of Direct Marketing Sense were held in the fall of 2010 to pilot test the workshop materials and procedures. A total of 52 people participated in the workshops held in Spring Hill and White Pine with 32 completing evaluation forms. Average ratings for all 12 sessions ranged from 4.34 to 4.70 on a scale of 1=Not Effective to 5=Very Effective. The average rating on the overall effectiveness of the workshops was 4.61 on the same scale. Specific suggestions were given to improve session handouts and sessions. Key resources still needed were identified. Respondents also indicated they preferred the two day workshop be held on consecutive days. 5

6 Appendix A Direct Marketing Sense Evaluation Form White Pine December 1-2, 2010 Please help us evaluate this workshop and plan for future events by completing this evaluation form. 1. Which of the following terms best describes your role and interest in direct farm marketing or agritourism? (Check only one.) Currently a direct farm marketer or agritourism operator Farmer considering direct farm marketing or agritourism Agriculture industry professional/educator Other (Please specify.) 2. On a scale of 1 (Not Effective) to 5 (Very Effective), please rate the effectiveness of each session in providing information needed to enhance the success of your current or potential direct farm marketing or agritourism enterprise. Day 1 Sessions Not Effective Very Effective a. An Introduction to Direct Marketing and Direct Marketing Sense b. How to Get Started: Assessing Your Resources c. Key Concepts for Developing a Business Plan d. Regulatory Considerations from the Tennessee Department of Agriculture e. Sales Tax Considerations f. Key Concepts for Successful Marketing Day 2 Sessions Not Effective Very Effective g. Developing Effective Marketing Materials h. Making the Most of the Market: Merchandising Considerations i. Customer Service j. An Introduction to Marketing on the Web k. Risk Management Considerations l. Additional Resources 3. On a scale of 1 (Not Effective) to 5 (Very Effective), please rate the overall effectiveness of the Direct Marketing Sense workshop in providing information needed to enhance the success of your current or potential direct farm marketing or agritourism enterprise. Not Effective Very Effective (Please continue on the other side.)

7 4. How can Direct Marketing Sense be improved? 5. What is the key resource you feel is still needed to assist you in developing and growing a direct marketing or agritourism enterprise? 6. Please rank your preferences for the following options for the timing of a two day workshop from 1 (Most Preferred) to 4 (Least Preferred). Hold on consecutive days (two days back to back) Hold on non-consecutive days during the same week (ex. Tuesday and Thursday of the same week) Hold one week a part (ex. Tuesday of one week and Tuesday of the following week) Hold two weeks apart Other (Please specify.) 7. Please provide additional comments and suggestions below. Thank you for your participation. Programs in agriculture and natural resources, 4-H youth development, family and consumer sciences, and resource development. University of Tennessee Institute of Agriculture, U.S. Department of Agriculture and county governments cooperating. UT Extension provides equal opportunities in programs and employment.