Welcome to What is Your Niche within the Agritourism Industry? How to Identify, Package & Promote It! Welcoming Customers on Your Farm: Using Agritourism, Education & Direct Sales to Increase Farm Profits April 8, 2015 Rutland, VT All examples used in this presentation are samples of work produced by Pam Knights Communications for her clients.
WORKSHOP AGENDA 10:30-11:30: Presentation followed by questions 11:30-11:45: Individually- work on identifying your niche, a top Unique Selling Point for your farm business & an agritourism initiative offered on your farm 11:45-Noon: Share niche, USP, and agtourism initiatives Noon: Drawing for a free ad in Edible Green Mountains. Be sure to put in your business card (or name, farm name, email) in the basket This presentation will be available by the end of day Friday at http://pamknights.com/workshops/
YOUR NICHE -What do you specialize in? -What makes your farming operation different? - What sets you apart from other farms offering agritourism? -How can you integrate that into your marketing?
NICHE MARKETING -Competing within a narrowly defined market segment with a specialized offering. -Being a big fish in as small pond instead of being a small fish in a big pond. -Form of micromarketing.
DEFINING YOUR NICHE -What makes your farm business different, special & unique? -What differentiates you from other farms in Vermont, & beyond? -What products, services and experiences do you offer to attract visitors to your farm, that are: -The most popular and profitable? -The most enjoyable for you and your staff? -Sustainable with the resources available to you? -Filling a need within the agtourism industry?
YOUR FARM STORY & BRAND -Tell your story- own your unique attributes -Convey a welcoming culture for visitors -Use good photography -Know your audience -Identify your Unique Selling Points -Incorporate them into your messaging -Be consistent across all marketing platforms Promoting the farm experience helps to promote farm products and sales at the farm
Unique Selling Points (USPs) succinctly articulate: -The key factors that differentiate a business from its competitors and make it special -What a business offers at a glance - A benefit to the customer. UNIQUE SELLING POINTS
IDENTIFYING WHAT MAKES YOUR FARM BUSINESS UNIQUE -Strengths, Weaknesses Opportunities & Threats (SWOT Analysis) -Property, Facilities & Location -Owners & Staffing Resources -Farming Practices & Philosophy -Crops Grown -Animals Raised & Kept -Products Made & Sold -Signature Products -Services Offered -Culture & Story -Educational Activities -Agritourism Activities -Customer Base -Target Markets -Business Goals -Sales Outlets -Profitability -Competition -Budget Considerations
ABOUT THE PROPERTY History Acreage- open, forested, ponds Land uses & zoning Conservation Buildings, infrastructure Recreational opportunities Location, accessibility Parking Signage Guest services
ABOUT THE OWNERS & STAFF Backgrounds Generations on the farm Former careers Skill sets Interests Passions Interests/work outside the farm Willingness & desire to host visitors
ROLE OF AGRITOURISM ON YOUR FARM? -Is it supplemental - supporting other activities? - Complementary- sharing equally with other enterprises on the farm? -Primary - the dominant activity? -Seasonal or year round? -Authenticity of the experience
FARMING PRACTICES Sustainability Alternative energy sources Draft animals Conventional, chemical-free or Certified Organic Soil & pasture management Feed sources Meat processing
DIVERSIFICATION & INNOVATION Grains & oils Mushrooms Herbal products Exotic VT meats Logging- wood products Equipment, fencing Research & development Agritourism
CROPS Best seller(s) Unusual or specialty crops Seasonal mainstays Maple Culinary & medicinal herbs You-pick berries, fruits, pumpkins & flowers Mazes (corn or sunflower) Christmas trees Hay
LIVESTOCK & POULTRY Dairy Eggs Meat animals & birds Heritage breeds Exotic VT meats Pasture-raised, Grass-fed Fiber Petting animals Horses- riding, draft & wagon rides
PRODUCTS Vegetables and meats Value-added foods Seasonal items Flowers for DIY events Maple syrup Baked goods Signature items Handcrafted items
VALUE-ADDED PRODUCTS Cheese Wine Fiber Wood Canned, Frozen, Baked Availability Packaging
SALES OUTLETS Farmstore or farmstand Greenhouses Farmers markets CSA Restaurants & food markets Special orders Craft fairs Online sales Forms of payment (credit cards?)
ON-FARM LODGING & MEALS Bed & Breakfast Farm inn with dinner On-farm café or coffee shop Gift shop
ON-FARM SPECIAL EVENTS Open-farm days Harvest festivals Dinners in the field PYO with live music Concerts, theater Horse-drawn wagon & sleigh rides Scavenger hunts
ON-FARM EDUCATIONAL PROGRAMS School visits & guided tours Cooking & preserving classes Farming/gardening workshops Farm craft classes Yoga classes Speakers & films Tastings
COLLABORATIVE EVENTS Co-sponsored events on your farm Programs with overnight accommodations provided by local B&Bs Farm-related craft and art classes Cross marketing opportunities
WEDDINGS & CATERED EVENTS Event venue Property rental Area caterers featuring food from the farm Community activities Proper infrastructure Best practices- liability
NARROW THE FOCUS-- IDENTIFY PROFITABLE PRODUCTS, ACTIVITIES & SERVICES -How much do you produce and have to sell? -How much business are you equipped to handle? -What level of engagement with the public is sustainable for your business and well being? -Have you crunched the numbers? What aspects of your business are most profitable? -What/who is your competition? -Have you done product and price comparisons within your sales area?
MARKETING CONSIDERATIONS -What is your reach? -Who are your target audiences? -Have you identified your community allies/collaborators? -Do you have a marketing plan, with short and longer term goals? -What marketing tools do you need? -What is your budget? Your priorities? -How much time/staff time do you have to devote to marketing and social media? -Are you committed to marketing as a long term investment?
BRAND DEVELOPMENT & MESSAGING Unique Selling Points -Identify the key items that are unique to your farm business. -Narrow them down to 4-6 bullet points, succinctly describing what you offer, that align with what you have determined your target audiences need and want. -These key points will be used in developing your messaging across all of your marketing communications platforms.
Pasture-Raised & Corn- Finished, GMO-Free Vermont Black Angus Beef BRAND DEVELOPMENT & MESSAGING Logo Color palette Taglines & slogans USP bullet points Boiler plate farm descriptions in different character lengths Consistency! Website address on everything
LOGOS & TAGLINES A Vermont Farm Stay Destination for All Seasons Supplying Great Chefs Across America Since 1988
LOGOS & SUCCINCT DESCRIPTIONS Experience small farm living, locally raised farm products, and the seasonal beauty of Central Vermont s working agricultural landscape. A Distinctive Vermont Destination for Corporate & Group Retreats, Special Events & Family Vacations
BUSINESS CARDS WITH BULLET POINTS
BUSINESS CARD WITH TAGLINE
BUSINESS CARD WITH USP BULLET POINTS
BOILER PLATE DESCRIPTIONS Articulate your business description and unique selling points in descriptions of varying word & character lengths from 20 words to 150-200 words. Use these in print, business facebook /about description, at the end of a press release, in online business and membership directories, on your website. BE CONSISTENT with your messaging across all platforms!
MARKETING COMMUNICATIONS TOOLS PRINT Business cards: 2-sided Rack cards, brochures, postcards, posters Advertising Packaging Signage Displays Succinct headlines; well written copy, proof read, typo-free High quality photography
BROCHURES
BROCHURES
RACKCARDS
RACKCARDS
POSTERS
POSTERS
POSTCARDS
POSTCARDS
ADS
MARKETING COMMUNICATIONS TOOLS- DIGITAL Website Blog (part of website) Facebook business page Social media Email campaigns Video (own it)
WEBSITES http://galushahillfarmlodge.co m http://www.libertyhillfarm.com http://www.rockymeadowfarm.com http://clayhillfarmbeef.com http://maplewindfarm.com http://smithfamilymeats.com
BUSINESS FACEBOOK PAGES -Customize your Facebook URL Https://www.facebook.com/help/200712339971750 -Branded cover photo -Logo or element of your logo for profile pic - Use boiler plate description -Ideally post 3-5 x week - For email campaigns use a similar banner as your FB cover photo.
ONLINE DIRECTORIES -Vermont Dept of Tourism & Travelwww.VermontVacation.com -Dig in Vermont- www.diginvt.com -Vermont Food Atlas www.vtfoodatlas.com -Find and Go Seek www.findandgoseek.net RESOURCES UVM Extension- www.uvm.edu/vtagritourism Farm-Based Education Networkwww.farmbasededucation.org