Business of Farming Conference 2016: Crafting Your Farm Story

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What makes your farm unique? What about your farm history or production resonates with consumers or buyers? Whether you are selling direct at farmers markets, trying to build your CSA customer base, selling to groceries or wholesale buyers, communicating your farm story and creating your “brand” is critical for success in local markets and tapping into consumer demand for authenticity. Learn more about the importance of communicating the story behind local food and work with facilitators to begin crafting your own farm story.

Marketing

Crafting Your Farm Story
Amy Ager - Hickory Nut Gap Farm
Aimee Ellingsen - CAKE Websites & More, LLC
Charlie Jackson - ASAP

Storytelling is a tool for...
...Establishing yourself in people’s
memories.
Stories help customers remember you and
your farm.

Storytelling is a tool for...
...Connecting to the right people and
customers.
Stories help the type of customers you
want to have feel connected with you.

So, think about who you
most want as
customers…
Then come up with
examples of real people
to help you gear your
story towards them.

Storytelling is a tool for...
...Inspiring customer commitment.
When customers feel connected to your
story, they are far more likely to remain
loyal, buying from you again and again.

Connect with people
using emotion or
humor.
Build your story
starting with the
core idea that
“hooks” people.

● Hero/Protagonist (Who?) - you, your family, your farm personified
● Barrier/Struggle/Context (What?) - What did you have to
do/overcome to be able to farm/own land/support yourself/make this
decision?
● Mission/Vision/Moment of Change (Why?) - Why do you want to do
this? What happened to make you want to do this thing?
● Resolution/Action (How?) - How did you overcome your barrier? How
did your vision emerge?
● Moral/Upshot/Take Home (Why it matters) - What difference are you
making? Why does what you do matter? What makes you different?
Crafting Your Farm Story

● Hero/Protagonist (Who?)
● Barrier/Struggle/Context (What?)
● Mission/Vision/Moment of Change (Why?)
● Resolution/Action (How?)
● Moral/Upshot/Take Home (Why it matters)
Crafting Your Farm Story

Taglines that promise something
everyone wants...

Taglines that promise dependability
or integrity...

Taglines that imply exclusivity or that
you’ll be part of a club...

Taglines that are funny or simply
memorable...

3 key points about taglines
Your tagline should be simple.
Your tagline should differentiate you.
Your tagline must be honest.

● Simple
● Memorable
● Functional
● Be clear, not overly clever
● Elements
○ Audience - who are you talking to?
○ Kind - Just descriptive? Positioning? Differentiating? Provocative?
Aspirational?
○ What makes you unique?
○ Not your mission (internally) but outwardly focused
● Keep it short!
Tagline

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DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.

Global Growth Starts With Translation - How To Unlock Global Markets - Tim Kirby

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website. Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts! Key takeaways: 1. The growth potential of reaching customers in their native language 2. Tips to streamline translation with software and integrations to your tech stack 3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation

How To Navigate AI - The Future is Yours to Define - Tim Hayden

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth. Key Takeaways: Primary Learning Objective 1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective 2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective 3: Grow revenue at lower costs with more efficient marketing and business operations.

Etsy Marketing Guide - Tips For Selling Digital Products

kcblog21

How to Use AI to Write a High-Quality Article that Ranks

minatamang0021

In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines. Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.

How to Use a Free Book Funnel to Drive Highly Qualified Buyers Into Your Busi...

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Are you struggling to differentiate yourself in a saturated market? Do you find it challenging to attract and retain buyers? Learn how to effectively communicate your expertise using a Free Book Funnel designed to address these challenges and attract premium clients. This session will explore how a well-crafted book can be your most effective marketing tool, enhancing your credibility while significantly increasing your leads and sales while decreasing overall lead cost. Unpacking practical steps to create a magnetic book funnel that not only draws in your ideal customers, but also keeps them engaged. Break through the noise in the marketing world and leave with a blueprint that will transform your sales strategy.

What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...

Demandbase

SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers. • SEOs now use AI to optimize content. • Google now uses AI to generate answers. • Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape. Key Takeaways: How to use AI to optimize your content How to find topics that algorithms love How to get AI to mention your content and your brand

Future-Proof Like Beyoncé - Syncing Email and Social Media for Iconic Brand L...

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

In this dynamic session titled "Future-Proof Like Beyoncé: Syncing Email and Social Media for Iconic Brand Longevity," Carlos Gil, U.S. Brand Evangelist for GetResponse, unveils how to safeguard and elevate your digital marketing strategy. Explore how integrating email marketing with social media can not only increase your brand's reach but also secure its future in the ever-changing digital landscape. Carlos will share invaluable insights on developing a robust email list, leveraging data integration for targeted campaigns, and implementing AI tools to enhance cross-platform engagement. Attendees will learn how to maintain a consistent brand voice across all channels and adapt to platform changes proactively. This session is essential for marketers aiming to diversify their online presence and minimize dependence on any single platform. Join Carlos to discover how to turn social media followers into loyal email subscribers and ultimately, drive sustainable growth and revenue for your brand. By harnessing the best practices and innovative strategies discussed, you will be equipped to navigate the challenges of the digital age, ensuring your brand remains relevant and resonant with your audience, no matter the platform. Don’t miss this opportunity to transform your approach and achieve iconic brand longevity akin to Beyoncé's enduring influence in the entertainment industry. Key Takeaways: Integration of Email and Social Media: Understanding how to seamlessly integrate email marketing with social media efforts to expand reach and reinforce brand presence. Building a Robust Email List: Strategies for developing a strong email list that provides a direct line of communication to your audience, independent of social media algorithms. Data Integration for Targeted Campaigns: Leveraging combined data from email and social media to create personalized, targeted marketing campaigns that resonate with the audience. Utilization of AI Tools: Implementing AI and automation tools to enhance efficiency and effectiveness across marketing channels. Consistent Brand Voice Across Platforms: Maintaining a unified brand voice and message across all digital platforms to strengthen brand identity and user trust. Proactive Adaptation to Platform Changes: Staying ahead of social media platform changes and algorithm updates to keep engagement high and interactions meaningful. Conversion of Social Followers to Email Subscribers: Techniques to encourage social media followers to subscribe to email, ensuring a direct and consistent connection. Sustainable Growth and Minimized Platform Dependence: Strategies to diversify digital presence and reduce reliance on any single social media platform, thereby mitigating risks associated with platform volatility.

Mastering The Best Restaurant Advertising Campaigns Detailed Guide

Kopa Global Technologies

Efficient Website Management for Digital Marketing Pros

Lauren Polinsky

Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI. This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential. Actionable tactics you can apply after this session: - Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution. - Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets. - Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions. Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!

Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

PickUp_conversational AI_Capex, Inc._20240610

Shuntaro Kogame

Gokila digital marketing| consultant| Coimbatore

dmgokila

Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost Digital Marketing Services | Techvolt Software : Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc. List of Services offered in Digital Marketing |Techvolt Software : Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing 1. Search Engine Optimization (SEO) 2. Search Engine Marketing (SEM) 3. Social Media Optimization (SMO) 4. Social Media Marketing (SMM) 5. Campaigns Importance | Need of Digital Marketing (Online Promotions) : 1. Quick Promotions through Online 2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform 3. Latest Technology development vs Business promotions 4. Creation of Social Branding 5. Promotion with less investment Benefits Digital Marketing Services at Techvolt software : 1. Services offered with Affordable cost 2. Free Content writing 3. Free Dynamic Website design* 4. Best combo offers on website Hosting,design along with digital marketing services 5. Assured Lead Generation through Search Engine and Social Media 6. Online Maintenance Support Free Website + Digital Marketing Services Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months. With Regards Gokila digital marketer Coimbatore

Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Amazing and On Point - Ramon Ray, USA TODAY

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Story Telling Master Class - Jennifer Morilla

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

The Strategic Impact of Storytelling in the Age of AI In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.

No Cookies, No Problem - Steve Krull, Be Found Online

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"

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AI Driven Emotional Recognition in Digital Ads - Tarun Gupta

Global Growth Starts With Translation - How To Unlock Global Markets - Tim Kirby

How To Navigate AI - The Future is Yours to Define - Tim Hayden

Etsy Marketing Guide - Tips For Selling Digital Products

How to Use AI to Write a High-Quality Article that Ranks

How to Use a Free Book Funnel to Drive Highly Qualified Buyers Into Your Busi...

What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...

SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina

Future-Proof Like Beyoncé - Syncing Email and Social Media for Iconic Brand L...

Mastering The Best Restaurant Advertising Campaigns Detailed Guide

Efficient Website Management for Digital Marketing Pros

Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...

PickUp_conversational AI_Capex, Inc._20240610

Gokila digital marketing| consultant| Coimbatore

Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...

Amazing and On Point - Ramon Ray, USA TODAY

Story Telling Master Class - Jennifer Morilla

No Cookies, No Problem - Steve Krull, Be Found Online

Business of Farming Conference 2016: Crafting Your Farm Story

1. Crafting Your Farm Story Amy Ager - Hickory Nut Gap Farm Aimee Ellingsen - CAKE Websites & More, LLC Charlie Jackson - ASAP

2. Storytelling is a tool for... ...Establishing yourself in people’s memories. Stories help customers remember you and your farm.

5. Storytelling is a tool for... ...Connecting to the right people and customers. Stories help the type of customers you want to have feel connected with you.

6. So, think about who you most want as customers… Then come up with examples of real people to help you gear your story towards them.

7. Storytelling is a tool for... ...Inspiring customer commitment. When customers feel connected to your story, they are far more likely to remain loyal, buying from you again and again.

8. Connect with people using emotion or humor. Build your story starting with the core idea that “hooks” people.

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23. ● Hero/Protagonist (Who?) - you, your family, your farm personified ● Barrier/Struggle/Context (What?) - What did you have to do/overcome to be able to farm/own land/support yourself/make this decision? ● Mission/Vision/Moment of Change (Why?) - Why do you want to do this? What happened to make you want to do this thing? ● Resolution/Action (How?) - How did you overcome your barrier? How did your vision emerge? ● Moral/Upshot/Take Home (Why it matters) - What difference are you making? Why does what you do matter? What makes you different? Crafting Your Farm Story

24. ● Hero/Protagonist (Who?) ● Barrier/Struggle/Context (What?) ● Mission/Vision/Moment of Change (Why?) ● Resolution/Action (How?) ● Moral/Upshot/Take Home (Why it matters) Crafting Your Farm Story

25. ● Hero/Protagonist (Who?) - you, your family, your farm personified ● Barrier/Struggle/Context (What?) - What did you have to do/overcome to be able to farm/own land/support yourself/make this decision? ● Mission/Vision/Moment of Change (Why?) - Why do you want to do this? What happened to make you want to do this thing? ● Resolution/Action (How?) - How did you overcome your barrier? How did your vision emerge? ● Moral/Upshot/Take Home (Why it matters) - What difference are you making? Why does what you do matter? What makes you different? Crafting Your Farm Story

26. A Tagline is Your Shortest Story This short statement will be the definition of your service or brand. Keeping it simple is key. A tagline is not a mission statement.

27. Taglines that promise something everyone wants...

28. Taglines that promise dependability or integrity...

29. Taglines that establish desirability...

30. Taglines that imply exclusivity or that you’ll be part of a club...

31. Taglines that are funny or simply memorable...

32. 3 key points about taglines Your tagline should be simple. Your tagline should differentiate you. Your tagline must be honest.

33. ● Simple ● Memorable ● Functional ● Be clear, not overly clever ● Elements ○ Audience - who are you talking to? ○ Kind - Just descriptive? Positioning? Differentiating? Provocative? Aspirational? ○ What makes you unique? ○ Not your mission (internally) but outwardly focused ● Keep it short! Tagline

Editor's Notes

What makes your farm unique? What about your farm history or production resonates with consumers or buyers? Whether you are selling direct at farmers markets, trying to build your CSA customer base, selling to groceries or wholesale buyers, communicating your farm story and creating your “brand” is critical for success in local markets and tapping into consumer demand for authenticity. Learn more about the importance of communicating the story behind local food and work with facilitators to begin crafting your own farm story.
It’s hard to connect with a name alone.
Stories help us remember people and connect with them.
A good story should be clear. Stories have pre-decided plots as opposed to a random series of events. A story is the organization of events so as to be told through a set form. Good stories don’t happen by accident. Clarity is king.
HNG Farm Hero/Protagonist (Who?) - Jamie and Amy Ager Barrier/Struggle/Context (What?) - How to revitalize and invigorate their historic family farm Mission/Vision/Moment of Change (Why?) - In college (where they met) they developed a grassed-based meat production system. They were in the vanguard of this new way to produce meat. Resolution/Action (How?) - Worked with family to get conservation easement, secured family support. Innovated, invested, and grew their business. Moral/Upshot/Take Home (Why it matters) - Dedication, youth, family support, supportive trends - get healthier and better for the environment and the animals.
A good story should be clear. Stories have pre-decided plots as opposed to a random series of events. A story is the organization of events so as to be told through a set form. Good stories don’t happen by accident. Clarity is king.
Pasture to Plate Perfection -alliteration as a tool
Clever
Family, heritage
Three-part
descriptive and prosaic
family, local, good
family
funny, makes a weakness a strength (not cheap)
aspirational
humor
nostalgia, descriptive
heritage
Humor, memorable
vision
Aspirational, vision
family, generational
authenticity?
So good its scary
Well known local tagline for a campaign

Business of Farming Conference 2016: Crafting Your Farm Story

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Editor's Notes