Value Added Farm Marketing. May 2017

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1 Value Added Farm Marketing May 2017

2 Your brand is your identity What is marketing vs. Branding? Marketing is the proliferation of your brand through communication with your patrons Name and logo recognition is paramount The need for High Level of customer service is at an all time high. *Take it back to the basics. ~know their name! ~know something about them, other then they buy your product ~Say thank you.

3 What are you selling? What are you selling? Raw materials Vs Finished product *think out of the box Who do you want to sell to? Individuals CSA Retail locations Restaurant Farm store (on site ) How do you want to sell to them? Face to face Home delivery 3 rd party Internet

4 Do we really need physical store front any more? At a time when its so much easier to head online to place an order for everything from pizza to pens Think outside the box, what creative method can you use to get your product to market Forbes Jan 31, 2017

5 KNOW THE CULTURE Trends in buying B.O.A. reported Q1 for 2017 had the worst restaurant numbers since Home delivery services were up 720% * Is that a snap shot of how the consumer gets dinner in the future? Trends in communicating 1.9 billion monthly active users on Facebook 65 million business with ACTIVE pages. 41% of business use F.B. 600 million monthly active users on Instagram (400 million of those are daily) Trends in consumption Non gmo sales up 8 billion $21.1 billion total sales ~foodsafety.merieuxnutrisciences.com ~expandedramblings.com; April 2017

6 Examples of Value Added Presentation You can provide a value added experience by presenting your product especially well. Labeling Packaging Bundles & baskets Additional products You can add value to your farms production in a myriad of ways. Milk into cheese Garden vegetables into salsas Fruits produced into jams Milling wheat, corn or dry beans for flour Customer service Delivery Recipes using your farm s product Using an app, such as to make your product convenient

7 Customer Perspective Adding value must be about your customers experience How can your product Benefit your patrons? What are your customers expectations, can you meet them?

8 Customer Satisfaction Feedback is essential ~Always respond. Being dismissive can damage your image Always have a cautious ear with feedback. Changing direction based on one bad comment may not be in your best interest.

9 SWOT analysis aims to identify the key internal and external factors seen as important to achieving an objective. Strengths, weaknesses, opportunities, & threats Top tier are internal factors, things you can control Bottom tier are external factors, things you have no control over The application can apply to your business, products or customer service. SWOT can help you identify strengths and weaknesses that you may have over looked otherwise.

10 The Market & Your Competition The market may not be saturated with your product, but there seems to be a ground swell of artisan producers. Why should customers choose your product? Price Convenience Product quality What makes your product stand out? Packaging and logos Are you organic, non-gmo or specialty. Customer service can make all the difference!

11 TELL YOUR STORY People want to feel connected, telling your story motivates people to follow your product by creating memories, building relationships, and excites. SECRETS TO STORY TELLING FOR YOUR BRAND Speak Honestly Be creative, but not confusing. Tell the full story Include the struggles or pivot points. Use Your Personality Be yourself, but understand who your marketing too Give your story in pieces, don t give away the farm. Use teasers, keeping things perpetual and surround your consumers with a brand experience.

12 Internet Marketing Social Media Word of mouth Build content around your story Ability to Engage with your customers directly

13 Technology Increasing The Social Connection Social Media Strategies Instagram Facebook Pinterest Apps To Connect Farmstand Market based app, to help you share with other vendors and customers. FarmFan Direct Consumer texting and loyalty tracking. Farmigo CSA Management Engage with your customers, ask them to share their favorite recipes for your products. Have fun! People use their social media experience to escape. Respond, people are commenting to speak with you not to be ignored. Be helpful! Notify people of special events at your markets Use compelling photos to share details Be regular in your presence. If you re going to post know your platform. 3`5 a day on Instagram 1-3 times a day for facebook

14 OUR VALUE ADDED PRODUCTS Moolean Our gouda style cheeses would not exist without a vision. We built a cave too give us the ability to produce a unique variety of value Added products Chevre Being the first Grade A goat dairy required us to educate our patrons. Education is a value added product Parker One of our award winning cheeses. Winning awards for your product can be beneficial.

15 Educational options are under valued Farms tours How - to classes Come make your own cheese, lotion, soap How to butcher, garden, livestock care Youtube channels Life on the farm How to milk How to.

16 Educate Yourself Podcasts Some people learn best from listening, we suggest Farmer to Farmer Self Sufficient Life Sow Editable Gary Vaynerchuk Your Local Extension Your local extension agent can help you to educate yourself about products, csa s, product development. They are also adept at helping procure resources and setup infrastructure. Blogs It requires diligence and discernment to find quality information. Once you do there is a wealth of it. We suggest

17 Agritourism You Pick Events Allow guests to harvest their own items for a reduced price. Keeps labor down and provides and avenue for your product to leave the farm. Farm Stays Can you accommodate guests on a regular basis? What do you have to offer your guests?

18 Agritourism cont. Farm Tours Educational tours to display production Working tours allow guests to try farming

19 Agritourism cont Farm Stays Can you accommodate guests on a regular basis? What do you have to offer your guests? Airbnb Farmstayus.com

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21 You can t have profit and destroy the ecology and you cant save the ecology without a profitable business. -Joel Salatin