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2014 Business of Farming Conference: 30 Direct Marketing Ideas

2014 Business of Farming Conference: 30 Direct Marketing Ideas






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    2014 Business of Farming Conference: 30 Direct Marketing Ideas 2014 Business of Farming Conference: 30 Direct Marketing Ideas Presentation Transcript

    • 30 Ideas for Direct Marketers Jess Epsten
    • Money • Paid advertising • Signage • Promotional Materials Time • Education • Building community • Relationship building • Earned media
    •  Story behind your food – differentiating yourself Quality  Growing practices  Connection to your family 
    •  Develop and logo a farm identity
    •  Label it local
    •  Take pictures
    •  Mass markets vs. niche markets
    • •Sell your product “to one person”
    •  You can identify market segments by all kinds of factors, like:          Gender or age Price willingness Interests Location Income Size of Household Local vs. tourist Occupation Etc.
    •  Who is this woman? Julie
    •  She is married.  She has two children ages 7 and 10.  They go to Emma Elementary.  She is a CNA and at the hospital.  She spends time caring for her elderly parents.  Her interests outside of family & work include: Cooking  Being health conscious  Facebook 
    • In the places she is already looking!
    •  1: Sponsor school sports events in exchange for logo placement/mention at those events.  2: Advertise in the yearbook or monthly newsletter.  3: Sponsor school plays and other functions that have a printed program.
    •  4: Offer cooking classes or classroom demonstrations.
    •  5: Outreach to teachers and school administrators about educational field trips to your farm.  6: Donate product to PTO fundraisers and other school events.
    •  Parents of school-age kids will tend to follow certain patterns in media consumption: 7: Some cable TV consumption “over shoulder” of kids, or with them.  8: Radio: Predictable drive time radio. 
    •  Parents of school-age kids will tend to follow certain patterns in media consumption:  9: Some communities have targeted print media for this group, such as:    WNC Parent (Asheville Citizen-Times) Summer camp guides or summer activity guides Special editions or inserts in local papers and magazine
    •  10: “Buying Club” type marketing can work well in any place with a critical mass of people  Create some kind of bulk presentation of your product     Apples by the bushel Side of freezer beef Case of 12 dozen eggs a week Organize a leader to coordinate this program
    •  Multiple intervention points  Reaching the same person 3-5 times with a consistent message  Be patient.
    •  She wants to be more health conscious
    • Advertising:  11: Provide rack cards or bulletin board material to local gyms.  12: Use targeted radio, TV, or newspaper. TV: food network in your county; Radio: healthrelated call-in show; Newspaper: health exercise column.
    • Engaging in your community:  13: Introduce yourself to nutritionists, heart health centers, and similar health providers.  14: Sponsor athletic events like a 5k.  15: Add lots of nutrition facts about products to your website. Add a recipe section.  16: Connect with natural food stores.
    •  17: Meet with their HR director. Talk about local food as an employee benefit.  18: This could open the door to have posters or other materials in break rooms or public areas of the workplace.
    •  19: Place paid ads in employee newsletters.  20: Find one friend/ally on the inside. Offer them a free share/product/etc. if they will be the “captain” in spreading the word about a direct-ordering/delivery system.
    •  21: Offer to provide a “farm stand” on a certain day of the week
    •  Let’s depart from Julie and apply the same kind of thinking to a different target market.  How about second home owners in the mountains?
    •  22:  23:  24:
    •  Use coupons that promote value, not discount or cheapness.  “Value” means a fair price but also refers to the perceived value of your product.  Examples . . .
    •  25: A free tour of your farm with a purchase greater than $X.  26: A free sample of one of your lesser-sold or less-understood products with a purchase greater than $X of a more popular product.
    •  27: Receive free product for referring a friend to a major purchase.  28: Offer bulk buying options for certain products.
    •  Press releases  Pitch stories  Become the local expert about food and agriculture for the local news
    • Don’t count on word of mouth to work magically by itself.   Customers say “I heard it from a friend”…
    • I heard it from a friend Then I saw your sign Then I saw your rack card That reminded me to call you Then I saw an article in the paper
    • So…  Invest early in having nice looking, consistent, web and print materials.  Regular ad placements in targeted media.
    •  Start this early and never stop.  Collect email addresses and mailing addresses  Send mass e-mail or mail communication selectively
    • Megan Ray megan@asapconnections.org 828-236-1282
    • Jess Epsten jess@asapconnections.org asapconnections.org 828-236-1282