To who is it destined? To what use will it serve?

1. MARKETING OF LOCAL AND TYPICAL

PRODUCTS

1.6. PROMOTION

Time to Think

No matter what is your choice

of medium to promote your

products, it counts as one of

your tools in helping to sell

your products and present their

advantages over the

competition.

Realization

Your document should inspire

confidence and incite interest

in the reader.

Goals : Which ones?

Targets: Who?

Means: How?

Advertising on paper to promote your product

TIME TO THINK

General advice

Keep in Mind

Financing

REALIZATION

Content

Format

Printing

MTTM

Objectives

1/20

Be careful,

too much

information risks

diluting the

message.

Two words to remember, BE SIMPLE!

Avoid flourishes, useless images, anything that could perturb the reader or confuse the message….

Know the precise purpose of your document. Ask yourself the

following questions:

To who is it destined?

What is your clients’ average profile (senior citizens, families with children, local clients, tourists)?

How many are there?

Are they already familiar with your business, or will they discover it on this occasion?

To what use will it serve?

To introduce the business?

To introduce and sell products?

To introduce and sell a new product?

To inform the clientele of a change?

Use AIDA to conceive your ad

AIDA is an acronym for Attraction, Interest, Desire, and Action:

Attract Attention, Stimulate Interest, Provoke Desire, Push for Action.

Pa Module 1 General advice

2/20

Your the principles of AIDA. It must attract

attention at first glance, stimulate interest once attracted, provoke

desire for your product or service, and, finally, push for the action of

your choosing. This action could be a purchase, calling a new

telephone number, the return of an order form, etc.

document must fulfill

Should you create your own ad or have someone else create one for

you? This is a choice that depends on economics and competence; if

your sales figures allow, then why not have a professionally made

advertisement?

How do you balance cost and quality? You profit on one side while

losing on the other; it’s unavoidable. It is unlikely to create an ad of

professional quality without any graphic or technical experience;

yet, employing an advertising agency does not guarantee success.

It is extremely difficult to create a need! An individual is exposed to 1000 messages each day, he sees

100, he retains 10. The average reader passes around 5 seconds to skim a

document to decide whether or not he will read it. If your titles, text, and graphics are annoying or not interesting, then few people will stop to read your document.

Currently, clients seek 5 general characteristics: naturalness, entertainment, health and well-being, esthetics to daily life, and soft vitality (understand and know how to use this information while presenting your products).

If you must translate your document, it is not necessarily best to translate word-for-word; adapt to the target clientele’s culture. If needed, change your photos.

Be careful of false advertising; do not promote things not yet prepared!

Present an entire line of products rather than a single product. Warning! A poorly made ad can hurt you! A communications campaign can bear fruit for up to three

years; you do not need to start new each year. Think carefully before moving forward.

PaModule

An individual is exposed to 1000 messages each day, he sees 100, he retains 10 The average reader passes around 5 seconds to skim a document

Keep in mind

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PaFinancing

In certain cases, your document can be sponsored (by the Council

General, the Chamber of Agriculture, or by individuals). In these

cases, you are expected to publish the sponsors’ logos. Remember

this, when planning your ad’s layout!

Content

Think about the future of your document: Goals: Which ones? (introduce a product, make clients react) Targets: Who? (individual clients or intermediaries: Office of

tourism, networks) Means: How? (prospectus, media)

A three-part document: Description of the client’s search, their known need Solution with the presentation of the product

Explanation on how to find the product (local market, farm’s

address, website)

Reminders The communication is for your clients, and not for you! Long texts sell…when well written and interesting

A three part

document

Description

Solution

Explanation

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Be convincing Your document should inspire confidence and incite interest

in the reader. Use a direct tone and simple tenses (imperative and present

indicative). Avoid the conditional and future tenses. Instead of “If you come to our store, you could try…,” use, “Come to our store and try….”

Avoid the negative. Phrases like, “no risk trial,” “return without waiting,” “not expensive,” are not to be used. Replace, “Don’t hesitate to come to our store,” with, “Come now to the store for you.” You have enough flexibility with vocabulary to convert, “not expensive,” to, “best deals,” and, “not fragile,” to, “solid,” etc.

Technical descriptions quickly tire the reader. Present your product by showing that it corresponds with a

potential need of the reader. Emphasize the principle characteristics of quality, price,

services, etc. Words to use: Test, benefit, rapid, security, progress,

quality, economic, performance, necessary, profit, information, advice, resistant, efficient, new, aesthetic, propose, and sale. These are but a few examples. What do they all have in common? They all have three qualities: real, positive, and credible. The words you use should also unconditionally describe the characteristics of your products in terms of use, function, quality, and guarantee.

Titles The title is often presented in the form of a question for the

reader, or a phrase that ends in suspense.

Be entirely concrete in your titles and text. Employ language that is the most “spoken-word” and full of

imagery as possible.

Style and tone Develop a personal and privileged relationship between yourself

and the reader. For this you can use, “you,” and, “your.” Short and rhythmic phrases. Each argument is credible and constructive. Know how to reassure your readers. Arguments tied solely to

your products and services will not suffice. The reader seeks, mostly consciously, to verify their worth. This is where you add “reassuring” elements: business history, newspaper articles, references, first-hand accounts, etc.

PaModule

Present your product by

showing that it corresponds with a potential need

of the reader.

Technical descriptions

quickly tire the reader

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Format

Tips to let your message be noticed in the blink of an eye:

If the document is destined to be archived, then a standard A4 or

A5 format is preferred. If not, the idea is that it will remain visible in a pile of “to be looked at” papers of the client; in other words, choose a format larger than the norm.

A small brochure, a normal A4 page folded in three, is low in cost; but has the inconvenience of disappearing under a pile of papers.

Material of quality, made to keep, or more basic material to throw

away?

Illustrations and photos: a picture is worth 1000 words. A photo builds credibility by showing something real; while a drawing can inspire the imagination of a future client. Use tested methods: the eye is drawn by pictures; why not profit from this attention by adding small phrases underneath that are guaranteed to be read. Do not put a picture of your building on the front of an ad! Neither should you use your picture, that of your dog, or a photo of your tractor….. even if you are proud of them.

What interests your clients is to know if your products respond to their needs.

Basically, do not waste time adding elements that do not serve to sell or to convince.

Pa

The document

should optimize

creativity with

efficiency.

6/20

The principal formats of commercial documents:

The product file (A4 - 21 cm x 29.7): It is the ideal tool to present all of product’s characteristics. Its use is most destined for websites (in .pdf format), or for business meetings. For its creation all you need to do is take an A4 sheet of paper (minus the margins) and plan the layout of your text and visuals. Average cost is from 0.11 € to 1.2 € *.

The flyer (A5 for half the size of an A4 page, A6 for a third the size of an A4 page): This tool is for mass diffusion; its format allows for one simple message and facilitates acceptance by your clients. Price is relatively low (from 0.9 € to 0.14 € *).

The 3 page brochure (A4 folded into an accordion of 3 parts): Ideal for distribution at a fair or at the sales location. It allows for the presentation of products, brands, etc. altogether, in a simple fashion. Cost is low, but be prepared to print at least 500 to 1 000 copies for the best price (from 0.1 € to 1.6 € *).

The advertisement postcard (small (14 cm x 10 cm) or large format): This advertising strategy is little used in France, but widely practiced in the U.S.A. It is a very efficient communications device, when the need is to present products to filed clients or increase client fidelity. Cost is relatively high, because in addition to production cost (0.05 € to 0.25 € *) there is the cost of the stamp (0.55 €), the envelope, the address label…which amounts to about 1 € total.

* Depending on quantity

PaModule

FORMAT

USE

PRICE

7/20

Page layout

Before beginning, assemble all of the photos and illustrations that

you will use. Do you want to create your own brochure without any computer

graphics experience? Download the Microsoft Word and Publisher models of business posters and flyers directly from Microsoft’s website (With Microsoft Publisher: Choose the type of composition, text boxes, color scheme, images, and clip art, with Microsoft Word you can create a poster starting with the format of an A4 folded in 2 or 3 or a leaflet of the size of ½ A4).

Under “File” you control layout, orientation, margins, etc. Under “Format” you control columns, borders, trim, and the like. Under “Insert” you can add preset forms, word bubbles, banners, word art, and so on.

Text enhancers: Bold, underline, and italics are excellent conviction auxiliaries: they allow you to emphasize key words or sentences in your argument. Bold and underlining are used in short bursts, the length of a word or tiny phrase. Italics are perfect for symbolizing a change in tone.

Pa

Once your

creation is

complete,

present your

draft to an

outside opinion

and accept their

critique.

Work realized by a printing company: this generally calls for a large number of copies, which can sometimes lead to a waste (non-distributed documents after the date of an event, for example). The draft and its printing are often expensive.

It is possible to create a draft and print it using your own material.

This original can then be photocopied at a copy center; this method is less expensive and can be used to print off small quantities, but needs to be checked on regularly.

Choice of support: you can use cardboard.

Choice of color: Black type on color paper is the least expensive

choice if color is what you want. Note: Fluorescent colors are associated with promotions and sales and not with quality.

Printing

8/20

What resources

can I use to

communicate to

the public?

Objectives Advertising Campaigns

The Ad-Essay

Events

Public Relations

Placing free ads on the Internet

Grouping Local Sales by Internet

Advertising through the media

to promote farm products is

costly. This method is certainly

used by producer co-ops, who

have the means available to

launch an ad campaign, create

websites, finance TV or radio

commercials, or to pay for ads in

the newspaper thanks to the

membership fees of their

constituents. These ads are also

generally publicized on the

national level.

On a smaller level, you can gain

press time by catching the

interest of a journalist who will

then write an article about you

for the newspaper (thanks to

your local news correspondent),

or by getting on a local radio or

television talk-show.

To expose your products to

potential clients, organize open

houses and invite the press and

a local radio station.

Immediate action you can take

is to purchase ad-space in the

local news journals (read by a

large public).

You can equally create your own

website if your products can be

sold long-distance (foies gras,

wine, preserves, etc.).

Certain websites give you free

space to advertise.

We are seeing more and more

people use the site Grouping

Local Sales by Internet, which is

an innovative channel for the

local distribution of regional

products.

Means of publicity Radio, television, press, internet…

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WHAT?

TO WHOM?

WHERE?

WHEN?

HOW?

Just because commercials shown by the large networks are

extremely expensive and purchased by huge corporations doesn’t

mean that placing an ad is impossible for someone working with the

income of a farmer.

You must, however, understand that commercials are effective

through repetition and that much strategy is behind the discipline.

You must also keep in mind that, before any advertising takes place,

the following questions must be answered:

Source:

Les produits

fermiers (Farm

Products), François

Moinet, 2002, 320

pages)

What are you announcing (what theme)?

To whom are you addressing (target audience)?

Where (what support)?

When (what campaign)?

How (what advertisement)?

How much (cost)?

An ad can trigger a response for more information (and the

gathering of addresses) or even generate sales; in this case you will

need to propose an attractive offer. Obtaining new clients is an

investment.

There are certain media accessible to small budgets, and there is

always the possibility of negotiation. In the first case, the local press

and free press are often read. Although, it is difficult to gage their

effectiveness, unless you ask each new client how they heard of

you. These methods can be interesting when developing local

business. Ads on certain support, like letters to former students or

on the bulletins of associations or sports clubs, can work well. This is especially true if there is a connection between the readers and your production.

Consider magazine advertisements; the cost involved

necessitates a professional approach, but the response to well-done and attractive ads is often worth it (for example, coupons for a promotion).

Local radio stations can play a promotional and

informative role, which allows for good local exposure. Posters are often employed to announce events.

Pa Module 1 Advertising campaigns

10/20

The Ad-Essay

The ad-essay is a type of advertisement that takes the form of an

article. The difference from an article is that the ad-essay needs to be

purchased. It should be clearly identified for what it is, without being

ambiguous. Be wary of dubious propositions. There are false

newspapers that are solely composed of disguised ad-essays, which

generally have little or no impact.

Even worse are catalogues that collect groups of ad-essays or

advertisements. They are not often read. It is safe to say that no

potential client will read your ad placed in one of these catalogues. If

you do decide upon the ad-essay, several precautions must be made.

Advertising campaigns

Ad efficiency

Ad efficiency first depends on the type of media chosen. The closer

the proximity between product and reader, the greater the impact

the ad will have. Then you have the size and placement criteria (one

upright page is more noticed, thus more expensive); then there is

layout and content. The composition of an advertisement should

follow precise guidelines.

The composition

The ad should be well structured to leave room for visuals (photos,

images) that are as attractive as the blank space reserved for the

information, while not being off-putting.

The argument

It should be developed by placing the priority on quality and

seriousness.

The option to respond

Leaving the option to respond (a coupon for a free catalogue, a

contest, a special offer, etc.) is indispensable. To better know and

gage the effectiveness of an ad you will find it useful to keep track

of returned coupons based on the type of ad used.

PaModule

The closer the

proximity

between product

and reader, the

greater the

impact the ad will

have

11/20

The Ad-Essay

I should like to

organize an

open-house?

How can I do?

Pa Module 1

The audience

The audience of your ad-essay should be familiar with your product.

or the use of magazines that are sent to the type of person

susceptible to purchase by correspondence, who are indulgent, and

who have a strong purchasing power. Revues with themes of food,

the region, or tourism are also good sources to check.

Source:

FavLes produits

fermiers (Farm

Products), François

Moinet, 2002, 320

pages) The number of copies sold

This value is used to judge the ratio between number of readers and

cost of advertisement. The OJD is a group that keeps official track of

sales and publishes the data.

The text of your ad-essay should be written by a professional for

any impact to be had.

Events

The inauguration of a building, organizing a celebration, various

demonstrations, open houses, and organizing farmer’s markets

are all events that can be coupled with a multitude of

communication. The goal is to have the greatest impact on

potential customers.

Directions: foresee on-site directions to avoid time lost spent

on orientation. Point out the restrooms, reception area, changing rooms, etc.

Set up stands to sell on location, be discrete, but present. The

idea is to create a sort of perfect ambiance and harmony for your clients (don’t be too typical, keep everyone at ease). Think about ways to retain clients by organizing small shows: a dance, a nursery for children, games, etc.

Choose your partners: think to invite the press and the local

television and radio stations (for publicity). Associate and plan the event with other eventual partners, who have an activity that would be complementary to your own; even invite local groups and businesses in an attempt to broaden local participants. Other than the simple fact that group work is easier and more enjoyable, having partners participate gives you an increased financial power and allows you to share client files. Good partnerships can be found with other farmers or with groups involved in green tourism.

12/20

Events Module Pa

Collect addresses by organizing a raffle. Be aware that this is

a large amount of work: coming up with regulations, printing of bulletins, description of prizes, presence of an official for the drawing, etc.

Promote your event in advance through as many methods at

your disposition. You must organize a communications campaign: leaflets, posters, mail, commercials. The difficulty with all-out advertising lies in the trouble of estimating the number of visitors. If your occasion requires the number of participants to be known, then you should instead opt for invitations. In this case, send them one month in advance; along with your invitation, send directions to the event and a way to respond. One or two people you have faith in should form a reception to say a few nice words, give information, thank guests for coming, and mark down who is present.

Be certain to have help available to manage parking,

organizing, cleaning, etc.

Check with your insurance and be informed on regulations

(bills, ticket office, etc.). Notify the local town hall and give your event date to the nearby fire station and medical facility in case of emergencies. If you are going to be planning several events regularly, then you might think about creating some sort of event committee (for a non-for-profit goal) or a Group of Common Economic Interest (if sales are the primary motivators).

Once your exhibition has occurred, you must complete a

summary report: number of visitors, sales figures, number of addresses collected, strong points, weak points, things not to be done in the future, ameliorations, etc. Send a complete report to your partners, send thank you letters to certain people, and send a press report to the journalists, who were not able to attend.

Summary report:

number of

visitors,

sales figures,

number of

addresses

collected,

strong points,

weak points,

things not to be

done in the

future,

ameliorations,

etc.

13/20

14/20

Module 1 Public relations

PaNewspaper articles are appealing because they allow you exposure to a large number of people in a form both attractive and valorizing. Source: Invitations to journalists and press reports are actions better suited

group efforts. Understand that the press has many constraints and follows precise procedure and formality. to Les produits

fermiers (Farm

Products), François

Moinet, 2002, 320

pages)

The principal is having something new or interesting to announce! Keep this in mind when you send your invitation: be informative, brief, clear, but without using a style reserved for telegraphs (of the type [insert appropriate], etc). The difference between an article and an ad-essay is that an article is always free and un-biased by nature. Be wary of strange offers, and turn away the advances of newspaper salesmen who pass behind their journalists’ backs. The newspaper is divided into sections, where individual articles are required to follow a specific rubric. Remember to propose an article whose subject sits within the domain of this rubric. You should identify the chief journalist or editor of the appropriate section and send your mail personally addressed to them. This information is often found in the paper or you could just as easily call the newspaper to obtain the editor’s address. Explain to him briefly what you are about or send him a press report. The press report is one page in length, at the maximum. It should be personalized and painstakingly clear (what you propose, to who, why, when, where, and how). Always leave a way to respond for more information. Sign and leave your telephone number and e-mail address. If your proposition is interesting then the journalist will call you back. If this does not happen (the reasons could be many, and it does not necessarily indicate fault on your side), then it is useless to force the issue. You would do better by trying to contact them anew, after some time has passed.

Newspaper

articles are

appealing

because they

allow you

exposure to a

large number of

people in a form

both attractive

and valorizing

15/20

Placing free ads on the internetModule Pa

The websites goal is to provide you the means for exposure through:

Your banner/sign directing to your website Your article describing your activities A link to your site in an index Your advertisement in large or small format (poster) News and announcements

Website’s address: http://www.pub-en-folie.fr E-mail address of the contact: webmaster@pub-en-folie.fr

The means made

available to you.

Grouping Local Sales by Internet Examples

1st example : “La Tournée paysanne” (in France)

http://www.tourneepaysanne.fr/

Tournée Paysanne (the Farmer’s Circuit) is an original group that provides short distribution channels over a national range by managing a farmer’s network. An innovative

channel for the

local distribution

of regional

products

Thanks to the power of the Internet, Tournée Paysanne is re-inventing the local distribution of farm produce: The producers put their products up for sale on the group’s website, which then keeps precise track of client orders. The farmers’ only responsibility at this point is to deliver the goods to the arranged place and time.

This service can potentially cover all of France’s communities because product supply is created directly by the producers themselves.

Producer advantages: The producer freely decides upon his prices, chooses his dates and delivery times, and profits from a new online clientele. Delivery expenses are reimbursed and the service only costs 2% of his total sales. He displaces himself only for deliveries of items he himself has defined.

Consumer advantages: By placing orders on TourneePaysanne.fr, the consumer is assured of the products origins and of the fairest prices. He only pays 0.99 € for home delivery and reduces carbon cost of his order. The freshness and taste of the products are preserved thanks to the diminished time spent in transit and storage, and reduced handling. The consumer also benefits from direct contact with the producer while helping to develop local agriculture.

TourneePaysanne.fr is a modern site which offers many services expected by online-buyers: tracking orders, managing accounts, permanent basket, subscriptions to tours, regrouping purchases, etc.

Pa

After only five years of existence, Paysans.fr (Farmers dot com) is the largest website of direct distribution available to farmers in France.

They distribute products of over a hundred producers from the southwest of France, 40 of which are organic; in direct competition with them are the websites of mainstream food distribution Houra, Telemarket, Ooshop, Auchan direct, and Natoora.

The Paysans.fr model consists of evolving from a “demand” mindset (all products at base price, all year round, standard quality, and a large stock) to one of “supply” (offering new seasonal products each week, limited stock with turnaround rate inferior to 72 hours, which maximizes quality) with additional services available to clients: delivery.

Using this model, distribution costs only represent 50% of the product cost. This is compared to the 70% found in large scale distribution. The 20% difference is split between producer and consumer. Price comparisons place Paysans.fr in a good position.

The site delivers over 300 orders each week over five large French regions (its region of origin, the Southwest, plus the Southeast and the Paris, Lille, and Lyon regions).

2nd example : “Paysans.fr” (in France)

http://paysan.fr

and consumers’

advantages

Grouping local

sales by internet

Producers’

16/20

How do you

create a good logo?

Advice for Logo creation

Objectives

Definition of the word LOGO

LOGO OR LOGOTYPE is a Greek word that means DISCOURSE and SPEECH.

In LOGO there is also: device, sign, emblem, image…. A logo is the graphic representation of a company, a product, or a service. It symbolizes the company through its shape and its colors.

Diverse logo styles

Logos encourage company recognition and transmit a message, an image. T

his recognition can be represented by an “image word” more commonly called a text logo. We also find logos that are icons; they are symbols, figurative or abstract, that attempt to leave the viewer with a certain interpretation.

The logo: the company’s visual identity

Some advice

25 Rules to respect in logo creation

17/20

Module 1

The Logo is one of the fundamental pillars of the identity of a business

PaEven before thinking about creating the various communication aids used by the business (letter heads, business cards, stamps, etc.), one must have a logo.

Source

Hélène Tags

How do you create a good logo? This is a commonly asked question; one which we will explore. Before addressing this question, however, we must know the utility of a logo. In other words:

How does a logo benefit a company?

The logo: the company’s visual identity

The logo is an integral part of a business. It is one of the fundamental pillars of the identity of a business. It carries the colors associated with the company’s activity and it presents the company’s values. Be careful, then, not to neglect your logo. It is increasingly an element that draws the eye and that is rapidly associated with a brand. Clients and partners remember only their first impression they received when first having seen a logo.

Some advice

A good logo is a simple logo…indeed, it must be uncomplicated.

Logos aren’t works of art. They shouldn’t be overloaded with colors (which are expensive to print, etc.). Also, should be avoided logos that lead to confusion.

18/20

Module PaIn short:

A simple logo: is one that is understood (notably in regard to the company’s values), that can be memorized and in turn recognized, and, in ideal circumstances, that will be directly associated with the brand and company.

An original, but long-lasting logo…you must strive to be different. Logos serve to distinguish, but be careful not to isolate. You must find a solid middle ground between being different and following fashion.

An adaptable logo for all purposes: the business logo will be present on a wide variety of means of communication. This means that the range of graphic options for your means of communication will be derived from your logo. For example, it is better to use the same colors as in your logo so that all is coordinated. The logo must be well thought out.

A LOGO

SIMPLE

ORIGINAL

ADAPTABLE

Logo creation is not so easy

It is much more than the conception of a simple shape or text.

It is the result of deep reflection on the business. From the logo, one should be capable of deducing the type of activity, the target audience, and the values of the company.

The end result should be a positive image and a driving force.

Don’t forget that the logo’s purpose is also to convince.

19/20

20/20

25 Rules to respect in logo creation

The logo should

be recognizable

and easy to

memorize

Pa Always start by sketching your logo on paper before moving

to computer Never use more than 3 colors Some of these

rules, of course, do not apply to every situation;

but, they do allow you to approach the

process of logo creation

professionally.

Never use more than 2 fonts The text should be legible and easy to read for everyone The logo should be recognizable (and easy to memorize from

the first visualization) Keep the design simple Create a unique format for your logo Do not create GIF or other animated logo (this is entirely

outdated) Your logo should appear normal and be correctly interpreted

in black and white before adding color Re-interpret your logo (still in black and white) by inversing

the colors Be certain that your logo remains recognizable in both small

and large dimensions If you have both icon/symbol and text, be sure that they

complement each other Think about various alignments for your logo Avoid using too many visual/special effects (shadows,

reflections, sunbursts, etc.), of course they are allowed, but it is risky to use too many

Avoid lights, neon, somber colors, and dull colors Avoid extreme detail, always keep in mind that your logo

should be efficient and clean Think about all the places your logo will be present, placed,

and posted It is impossible to create the “perfect” logo, it won’t please

everyone the same way The logo should be appropriate for the activity/sector The logo should be well balanced, visually Think to innovate, but always keep in mind that the logo

should transverse time without becoming obsolete Don’t use a photograph, they can in no way be used as a

logo, even when retouched or reworked Create multiple variants and submit them to the critique of

your entourage The logo should be easy to describe The logo should be coherent and easily integrated into the

various platforms (Web, magazines, billboards, etc.) used by the company

Link to Case Study

GAEC de Lamothe EARL de Porteli Monredon Farm Ferme Biologique de Crozefond