Value Added Farm MarketingMay 2017

What is marketingvs.

Branding? Your brand is your identity

Marketing is the proliferation of your brand through communication with your patrons

Name and logo recognition is paramount

The need for High Level of customer service is at an all time high. *Take it back to the basics.

~know their name!

~know something about them, other then they buy your product

~Say thank you.

What are you selling?

What are you selling?

Raw materials

Vs

Finished product

*think out of the box

Who do you want to sell to ?

Individuals

CSA

Retail locations

Restaurant

Farm store (on site )

How do you want to sell to them ?

Face to face

Home delivery

3rd party

Internet

“

”

Do we really need physical store front any more? At a time when its so much easier to head online to

place an order for everything from pizza to pens

Think outside the box, what creative method can you use to get your product to market

Forbes

Jan 31, 2017

KNOW THE CULTURE

Trends in buying B.O.A. reported Q1 for 2017 had the worst restaurant numbers since 2009.

Home delivery services were up 720%

* Is that a snap shot of how the consumer gets dinner in the future ?

Trends in communicating

1.9 billion monthly active users on Facebook

65 million business with ACTIVE pages.

41% of business use F.B.

600 million monthly active users on Instagram (400 million of those are

daily)

~expandedramblings.com; April 2017

Trends in consumption

Non gmo sales

up 8 billion 2012-2016

$21.1 billion total sales

~foodsafety.merieuxnutrisciences.com

Examples of Value Added

PresentationYou can provide a value added experience by presenting your

product especially well.

• Labeling

• Packaging

• Bundles & baskets

Additional productsYou can add value to your farms production in a myriad of ways.

• Milk into cheese

• Garden vegetables into salsas

• Fruits produced into jams

• Milling wheat, corn or dry beans for flour

Customer service• Delivery

• Recipes using your farm’s product

• Using an app, such as www.farmersweb.com to make

your product convenient

Customer Perspective

Adding value must be about your customers experience

How can your product Benefit your patrons?

What are your customers expectations, can you meet them?

Customer Satisfaction

Feedback is essential ~Always respond.

Being dismissive can damage your image

Always have a cautious ear with feedback. Changing direction based on one bad comment may not be in your best interest.

SWOT analysis aims to identify the key internal and external factors seen as important to achieving an objective.

Strengths, weaknesses, opportunities, & threats

Top tier are internal factors, things you can control

Bottom tier are external factors, things you have no control over

The application can apply to your business, products or customer service.

SWOT can help you identify strengths and weaknesses that you may have over looked otherwise.

The Market & Your CompetitionThe market may not be saturated with your product,

but there seems to be a ground swell of artisan producers. Why should customers choose your

product?

Price

Convenience

Product quality

What makes your product stand out?

Packaging and logos

Are you organic, non-gmo or specialty.

Customer service can make all the difference!

TELL YOUR STORY

People want to feel connected, telling your story motivates people to follow your product by creating memories, building relationships, and

excites.

SECRETS TO STORY TELLING FOR YOUR BRAND

Speak HonestlyBe creative, but not confusing.

Use Your Personality Be yourself , but understand who your marketing too

Tell the full storyInclude the struggles or pivot points.

Give your story in pieces, don’t “give away the farm”. Use teasers, keeping things perpetual and surround your consumers with a brand

experience.

Internet Marketing

Social Media

Word of mouth

Build content around your story

Ability to Engage with your customers directly

http://www.jbmediagroupllc.com/about/ecosystem/

Technology – Increasing The Social Connection

Social Media Instagram Facebook Pinterest

Apps To Connect Farmstand

Market based app, to help you share with other vendors and customers.

FarmFan Direct Consumer texting and loyalty

tracking.

Farmigo CSA Management

Strategies Engage with your customers, ask them

to share their favorite recipes for your products.

Have fun! People use their social media experience to escape.

Respond, people are commenting to speak with you not to be ignored.

Be helpful! Notify people of special events at your

markets

Use compelling photos to share details

Be regular in your presence. If you’re going to post know your

platform. 3`5 a day on Instagram 1-3 times a day for facebook

OUR VALUE ADDED PRODUCTS

MooleanOur gouda style cheeses would not

exist without a vision. We built a cave too give us the ability to produce a

unique variety of value Added products

ChevreBeing the first Grade A goat dairy

required us to educate our patrons.

Education is a value added product

ParkerOne of our award winning cheeses.

Winning awards for your product can be beneficial.

Educational options are under valued

Farms tours

How - to classes Come make your own cheese, lotion, soap

How to butcher , garden, livestock care

Youtube channels Life on the farm

How to milk

How to ….

Educate Yourself

PodcastsSome people learn best from

listening, we suggest

Farmer to Farmer

Self Sufficient Life

Sow Editable

Gary Vaynerchuk

BlogsIt requires diligence and

discernment to find quality information. Once you do there is a

wealth of it. We suggest

Your Local ExtensionYour local extension agent can help

you to educate yourself about products, csa’s, product

development. They are also adept at helping procure resources and

setup infrastructure.

Agritourism

“You Pick” Events Allow guests to harvest their own items for a reduced price.

Keeps labor down and provides and avenue for your product to leave the farm.

Farm Stays Can you accommodate guests on a regular basis?

What do you have to offer your guests?

Agritourism cont.

Farm Tours Educational tours to display production

Working tours allow guests to ‘try’ farming

Agritourism cont

Farm Stays Can you accommodate guests on a regular basis?

What do you have to offer your guests?

Airbnb

Farmstayus.com

“

”You can’t have profit and destroy the ecology and you cant save the ecology without a profitable business.

-Joel Salatin