As part of a multi-week session looking at safely growing, processing, and selling ND specialty crops, this session focused on reaching an audience through marketing. Three aspects of marketing were focused on - you, the owner; online; and traditional media.

1. Welcome to the
Wednesday Weekly
Webinar!
Presented by: Glenn Muske, Ph.D., Rural and Agribusiness Enterprise Development Specialist,
Center for Community Vitality, NDSU Extension Service
Moderator: Julie Garden-Robinson, Ph.D., R.D., L.R.D.,
Professor and Food and Nutrition Specialist, Dept. of Health, Nutrition and Exercise
Sciences, NDSU Extension Service

2. Upcoming Webinars
April 6
Farm to Market: Safe Food Handling
During Processing and Selling Local
Foods
Cliff Hall, Ph.D., Professor, Plant sciences, NDSU
April 13
Facts and Myths About Food
Preservation
Julie Garden-Robinson, Ph.D., R.D., L.R.D., Professor and
food and nutrition specialist, Health, nutrition and
exercise sciences, NDSU Extension Service
April 20
What to Expect: Food Safety Inspections
and Audit Requirements
Shaundra Ziemann-Bolinske, Agent, Family and consumer
science, NDSU Extension Service and David Saxowsky, J.D.,
Professor, Agribusiness and applied economics, NDSU
April 27
What to Know About Food Labels,
Ingredients and Allergens
Cliff Hall, Ph.D., Professor, Plant science, NDSU and Julie
Garden-Robinson, Ph.D., R.D., L.R.D., Professor and food and
nutrition specialist, Health, nutrition and exercise sciences,
NDSU Extension Service

3. A Few Logistics
Everyone will be in the “listening mode” but please type your questions in the
“chat pod” to the left of your screen.

4. A Few Logistics
We will have time at the end of the webinar for questions/answers.
PLEASE fill out the short survey at the end of the webinar. This project was
funded by a grant, so your responses to the survey are very important. The link
to the online survey will be placed in the chat area and also will be emailed.
Please copy and paste the link into your browser.
Our new “field to fork” is a work in progress and new resources will continue to
be added.

5. Glenn Muske, Ph.D., Rural and agribusiness enterprise development specialist
Small Business
Savvy:
How to Avoid Being the Best-Kept Secret

6. Idea generation
Opportunity development
Start-up tasks
Marketing
Technology use in the business
Business operation and growth
Today’s presenter: Glenn Muske, Rural and agribusiness enterprise development specialist.
Glenn helps business owners with:

8. ??
What costs $5 million dollars
and lasts 30 seconds?
But who remembers?

9. People Need to Know and be Reminded that
You Exist!!!
How? Marketing
Marketing Defined:
Everything you do!!

10. Traditional Marketing Online Marketing
Promotion
PaidPR
One-on-one &
Networking
Word-of-
mouth &
Reviews
Reputation
YOU
Marketing
Tools

11. Remember
1. It begins with you!
2. All pieces should MUST fit together!
3. Must reach the
intended audience!

12. And #4
Marketing is an INVESTMENT,
not a cost.

13. You
• One-on-one and Networking
– Elevator speech
– Tag line
– Storytelling
– Business card
– Thank-you note
• Reputation
– Brand – It’s who you are. It’s what sticks in your mind.
– Trust
– Reliability
– Customer satisfaction
• Word-of-mouth and Reviews

14. Traditional Marketing
• PR – Public Relations
– Focus less on your business and more on the industry
– Community involvement
• Your service to the community outside of your business
– “You the expert” columns/speaking engagements
– News story about your business
– Field days at your farm
– Speaker at your local school
– Community access radio and TV

15. Traditional Marketing
• Paid Advertising
– Radio
– TV
– Print
– Displays
– Direct mail
• Promotion
– Sponsorship
– Give-aways
– Donations??

16. Online Marketing
Same as before – Just new tools

17. Steps to Going Online
1. What’s already there? Google your business. Check out your
reviews.
Where to Look
- Yelp
- TripAdvisor
- Angie’s List
- Amazon
- Google My Business
- Yahoo Local Listings
- Facebook
- Twitter
78% of Americans say online reviews
influence their purchasing decisions

18. Steps to Going Online cont.
2. Claim your bubble

19. Steps to Going Online cont.
3. Know why you are doing this and what you want from it?
4. Develop a roadmap and Allocate the resources
5. Start with a website
www.ag.ndsu.edu/smallbusiness

20. Steps to Going Online cont.
6. Search and Lurk
- Find where your peers are. See what’s being said.
7. Pick your platform/s
– No more than two
- Engage
- Watch your metrics
- Post on a consistent basis
- Selling is just a small part of your activity
- Find the major players
- Reach out
- Learn the lingo and how to be effective

21. What Each Offer
• Website – Name, address, phone and
hours
• Facebook
– Build a fan base
– Status updates with a clear call to action
• Twitter
– Drive traffic to website and blog
– Tell your story
• YouTube
– Exposure, engagement, education
– Build relationships
• Email
– Allows targeting. Data-driven.
– Promotes direct sales plus builds
relationships, loyalty and trust
• Blogs
– Connect and engage
– Tell your story
– Make yourself a real person
– Quality content matters
• Pinterest
– Image-based, educational,
infographics, drive traffic
• LinkedIn
– Establish yourself and build your
professional reputation

22. Paid Ads on Social Marketing
Some Options
Facebook
Google
Twitter
YouTube
LinkedIn
Instagram
Pinterest
Why??
8 times greater
click-through rate
(mobile is higher)

24. ANALYTICS AND METRICS
Are you getting a return (ROI)?
- Return can be measured in things other than money.

26. No matter what platform, online or traditional, there are analytics.

27. Marketing Caveat #1
All take resources

28. Marketing Caveat #2

30. HOW DO WE
DO IT ALL?
Make it a priority
Use available online tools such as:
Google Alerts
Hootsuite
Twitter Search
Set aside a regular time

31. Responding During a Crisis
Reality #1: The time to start marketing is not when you are in a
crisis mode
Reality #2: It’s not if, it’s WHEN!!

32. Marketing In a Crisis
1. Act fast
2. Preparation, preparation, preparation
– 90% of the questions you will know in advance
• Are we safe?
• What steps are you taking?
• Is your product off the shelf?
• How do I know if I have some of the product that might be bad?
• How can I trust you in the future?
– Take those questions and have prepared answers ahead of time
• 3 key points, 30 seconds in length
3. Pull together your crisis management team
– Pre-identified members that meet regularly, talk scenarios, run drills,
help develop responses, and build an emergency database of contacts
and resources (includes the media)

33. Marketing In a Crisis
4. Appoint a capable spokesperson – They become the public face of your company.
– Need to have rank in company
– Accessible 24/7
– Knowledgeable about issues
– Verbally adept
– Temperamentally suitable
5. Draft a general media response (have format already prepared)
– Full investigation of events
– Thorough review of established facts
– Accurate and timely communication of findings
– Prompt and decisive action to address issues that come to light
6. Staff – Educate regarding their role – Polite but pass along any inquiries
- Keep them in the information loop

34. 10 Tips for a Food Safety Crisis
1. Accept it could be you
2. Think traceability
3. Ask yourself: What you have done differently?
4. Ensure regulatory compliance
5. Plan, practice and prevent
6. Identify and categorize threats
7. Think like a criminal
8. Act fast
9. Realize you are not alone
10.The law, the brand and the consumer – What’s your
priority?
http://blog.williamreedtraining.com/10-tips-food-safety-food-recall/#.Vth6JfkrLmE

35. Resources
Ryan Pesch, Univ of MN Extension – Marketing Local Foods
http://www.extension.umn.edu/rsdp/community-and-local-
food/marketing-local-food/how-to-market-your-products/
http://offers.hubspot.com/social-media-marketing-kit

36. Thank you for attending the
Wednesday Weekly
Webinar!
Please fill out the survey.
Glenn Muske, Ph.D., Rural and agribusiness enterprise development specialist,
Center for community vitality, NDSU Extension Service

37. Glenn Muske
Rural and Agribusiness Enterprise Development Specialist
Glenn.Muske@ndsu.edu
March 2016
Comments??
Questions??