marketing your farm or farmers market
TRANSCRIPT
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Glenn Muske
Rural and Agribusiness Enterprise Development Specialist
February, 2016
Marketing Your Farm or Farmers Market:Consider All the Options
NDFMGA 2016
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??What costs $5 million dollars and lasts 30 seconds?
But who remembers?
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MYTH!!!
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Traditional Marketing Online Marketing
Promotion
PaidPR
One-on-one & Networking
Word-of-mouth & ReviewsReputation
YOUMarketing
Tools
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Marketing Defined in Brief
Everything you do!!
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Remember1. It begins with you!
2. All pieces should MUST fit together!
3. Must reach the intended audience!
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And #4Marketing is an INVESTMENT, not a cost.
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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
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Traditional Marketing
• PR – Public Relations• Community involvement
• Your service to the community outside of your business• “You the expert” columns/speaking engagements• News story about your business
• Paid Advertising • Radio, TV, print, displays, and direct mail
• Promotion• Sponsorship • Give-aways
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Online Marketing
Same as before – Just new tools
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Social Business stats• 81% of small businesses are using social media• 90% of people follow brands in social media
• Why? Deals and discounts!!!• 2 out of 3 social media users believe Twitter influences purchases• 75% plan to increase social media budget• 90% smartphone owners use them for shopping experience
• 95% will visit a mobile site• 1 out of 2 will share their online shopping experience
• 87% report using agile and real-time strategies• 90% of smartphone users are looking for directions
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Steps to Going Online1. 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
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Steps to Going Online cont.2. Claim your bubble
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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 resources5. Start with a websitewww.ag.ndsu.edu/smallbusiness
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Steps to Going Online cont.
6. An optional step – Lurk
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
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Your Major Options
.org or .com• New ones daily• Vine• StumbleUpon• SnapChat• Podcasts• Flickr• Skype• Periscope• Slack• Zoom
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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
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Paid Ads on Social Marketing
Some OptionsFacebook
GoogleTwitter
YouTubeLinkedIn
InstagramPinterest
Why??
8 times greater click-through rate (mobile is higher)
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Analytics
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No matter what platform and paid or not, there are analytics.
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Things We Learned
• Watch your analytics.• People responded differently depending on device type• Pictures made a difference
• And what picture used changed response rate• And the response rate changed depending on type of device and picture used
• Titles are important• Be nimble. Don’t be afraid to change the ad. • Most people watched about 8 seconds of the videos. Length of video
didn’t matter.
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Online Marketing Caveat #1 All take resources
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Online Marketing Caveat #2
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Watch the Trends
MobileVideoApps
Social Media Sales OpportunitiesOnline Payments
Wearable“Internet of Things”
Content and InteractivitySpeed
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Another Way to Look at It
• Owned Media – what you control• Earned Media – reviews• Paid Media – what you purchase
http://mashable.com/2010/02/11/social-objects/
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Need Consistency in:MessageWhat you say
How often it is said
Your audience
When you say it
Colors and ImagesLogo
NameServiceBrand
Don’t be complacent!
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Five Tips for Online Presence
Know Why You are Online
Have a Complete Picture
Be ActiveProvide Value
Be Credible
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HOW DO WE DO IT ALL?
Make it a priority
Use available online tools such as:
Google AlertsHootsuite
Twitter Search
Set aside a regular time
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Three E’s of Social Media
• Educate• Engage• Entertain
Ten Golden Rules to Internet Marketing
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Resourcehttp://offers.hubspot.com/social-media-marketing-kit
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Glenn MuskeRural and Agribusiness Enterprise Development Specialist
[email protected], 2016
Marketing Your Farm or Farmers Market
Comments?? Questions??