absentee landowners in conservation: marketing best practices · find most compelling? a) creating...
TRANSCRIPT
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Engaging Absentee Landowners in Conservation:
Marketing Best PracticesJamie Ridgely & Amy Dreith
Agren, Inc.
Absentee Landowners vs.
Non Operator Landowners
• For our purpose:
“those who own agricultural property
but do not operate or live on the land.”
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Percent Land in Farms Rented or Leased, 2007(Nickerson, USDA Ag Outlook Forum 2011)
(2)
So What?• Nationwide, owner‐operators enrolled about 1.7 times more
land than absentee landowners in CRP and WRP
• 85% of AL/non‐operator not actively engaged in decision making on the farm
• Landowner & tenant inherently have conflicting management objectives…short‐term profitability vs. long‐term value
• Now more than ever, ag landowners have money to invest, but public sector assistance very limited
Can you afford to only work with half the population?
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11 Best Practices to Engage
Absentee Landowners in Conservation
Quiz #1Establishing your audience should consume what percent of your outreach efforts?
a) 10%
b) 30%
c) 50%
d) 80%
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Quiz #1Establishing your audience should consume what percent of your outreach efforts?
a) 10%
b) 30%
c) 50%
d) 80%
Best Practice #1
Define and analyze your target audience
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Do • Continuously research and analyze your audience
• Narrow your initial contact list to match your objectives
• Double check your list by comparing it to another source
Don’t • Assume you know your audience
• Target too broad of a list
What we learned…
Even if you think your list is good, it might not be.
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Quiz #2
True or False? The desired action you want from landowners should change throughout your project.
Quiz #2
• True or False? The desired action you want from landowners should change throughout your project.
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Best Practice #2
Identify desired actions & create a plan
Do • Meet landowners where they are at
• Use baby steps to encourage action
• Establish the problem before you offer a solution
Don’t • Shortcut your timeline for outreach
• Begin outreach before a plan is in place
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Quiz #3Which benefit of buffer strips do landowners find most compelling?
a) Creating wildlife and habitat diversity.
b) Enhancing the value of your land.
c) Slowing erosion and capture contaminants.
d) Promoting clean, safe, drinking water.
Quiz #3Which benefit of buffer strips do landowners find most compelling?
a) Creating wildlife and habitat diversity.
b) Enhancing the value of your land.
c) Slowing erosion and capture contaminants.
d) Promoting clean, safe, drinking water.
Different for each landowner
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Best Practice #3
Tailor the message to your audience
Do • Target your message to a specific segment of the audience
• Test your message before rolling it out
• Make your message relevant
• Use sub headings & captions to reiterate message and “hook” readers
Don’t • Overwhelm audience with too much info or detail
• Overlook what you know about the audience
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Quiz #4
True or False? There are two reasons absentee landowners don’t implement conservation practices: 1) They don’t know their options, and/or 2) They don’t care about natural resources.
Quiz #4
True or False? There are two reasons absentee landowners don’t implement conservation practices: 1) They don’t know their options, and/or 2) They don’t care about natural resources.
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Best Practice #4
Acknowledge & overcome barriers
Do • Allow easy, incremental steps for taking action
• Be upfront and honest with landowners about what they can expect
• Brainstorm practical ideas to overcome common barriers
Don’t • Assume one landowner’s barrier are the same as the next
• Underestimate the power of small barriers in preventing action
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What we learned…
Acknowledge suspicions up front.
Quiz #5Which three of these are considered good marketing offers?
a) To learn how you can reduce nutrient runoff by 90%, call…
b) For more information, contact…
c) To schedule a free one‐on‐one consultation, phone…
d) Call by January 15 and receive a $50 gift certificate.
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Quiz #5Which three of these are considered good marketing offers?
a) To learn how you can reduce nutrient runoff by 90%, call…
b) For more information, contact…
c) To schedule a free one‐on‐one consultation, phone…
d) Call by January 15 and receive a $50 gift certificate.
Best Practice #5
Make a single, compelling offer and specific call to action
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Do • Make one single offer
• Test your offers to find what is most compelling
• Change your offer as campaign progresses
• Directly state what you want landowner to do
• Create urgency
Don’t • Offer something the landowner can get anywhere
• Make your offer or call to action complicated
• Make your offer too generic
Quiz #6Two words that can be used freely in communication with the public are…
a) Water quality
b) Conservation
c) Natural resources
d) Stewardship
e) Wetlands
f) Technical assistance
g) Watershed
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Quiz #6Two words that can be used freely in communication with the public are…
a) Water quality
b) Conservation
c) Natural resources
d) Stewardship
e) Wetlands
f) Technical assistance
g) Watershed
Best Practice #6
Keep language simple
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Do • Communicate with the landowner in THEIR terms
• Avoid jargon
• Write in the first & second person
• Pre‐test your message, make sure the audience hears or reads what you intended
Don’t • Use acronyms
• Be too formal with your writing
• Overwhelm your audience with too much detail
Reading Ease• Flesch‐Kincaid Grade Level
– The Natural Resources Conservation Service (NRCS) of USDA helps plan and use conservation practices on private lands. Technical assistance is provided on a day‐to‐day basis, and contributes to the value of the Farm Bill Conservation programs. Technical help is also available through certified technical service providers. Local USDA offices can provide additional information. (13.1)
– The Natural Resources Conservation Service (NRCS) of USDA helps landowners plan ways to protect their land, everyday. We also can help you apply for Federal money to protect your land. Private businesses can help you with this, too. (8.0)
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What we learned…
Two levels of detail meet the needs of most landowners.
Quiz #7
The A.I.D.A. model is:a) A model that analyzes the environment of an
organization.
b) A model that helps segment a marketing audience.
c) A communication model.
d) A tool to assist in positioning a product or service.
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Quiz #7
The A.I.D.A. model is:a) A model that analyzes the environment of an
organization.
b) A model that helps segment a marketing audience.
c) A communication model.
d) A tool to assist in positioning a product or service.
AIDA
Awareness Interest
Desire Action
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Best Practice #7
Build from awareness to action
Do • Develop different messages & offers for different stages
• Establish milestones for each level of sales process
• Allow time to build trust
Don’t • Get discouraged
• Expect landowners to jump directly to action
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Action
Desire
Interest
Awareness
Receive Initial Information
Action
Desire
Interest
Awareness
Attend Meeting
Request Information
Receive Initial Information
Sign‐up
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Action
Desire
Interest
Awareness
Attend Meeting
Request Information
Receive Initial Information
Sign‐up
Action
Desire
Interest
Awareness
Attend Meeting
Request Information
Receive Initial Information
Sign‐up
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Quiz #8
How many contacts, on average, are necessary to convert 80% of eligible prospects to a sale?
a) 1‐2 contacts
b) 3‐4 contacts
c) 8‐12 contacts
Quiz #8
How many contacts, on average, are necessary to convert 80% of eligible prospects to a sale?
a) 1‐2 contacts
b) 3‐4 contacts
c) 8‐12 contacts
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Best Practice #8
Repeat your message many times with multiple media
Do • Keep notes on each landowner contact
• Plan for as many contacts as your budget allows
• Be persistent
• Have realistic expectations
Don’t • Stop with one contact
• Overlook the fact that some forms of media are not well suited to all audiences
• Use only of form of media
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Overall Results
Action 1-4%
Desire 4 - 16%
Interest 15-45%
Awareness 90-98%
What we learned…
Repeated messages yield results
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Quiz #9
Branding is primarily used to:
a) Show consumers who owns the product/service
b) Spice up the image of a product/service
c) Build recognition for product/service
d) Help consumers select a product/service
Quiz #9
Branding is primarily used to:
a) Show consumers who owns the product/service
b) Spice up the image of a product/service
c) Build recognition for product/service
d) Help consumers select a product/service
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Best Practice #9
Create a consistent brand
Do • Use creative components to support your message, not overshadow it
• Brand your outreach pieces by using similar design elements
• Be consistent
Don’t • Get too caught up in creating the perfect design
• Make your audience read to figure out who sent the message
• Expend your budget with slick, fancy mailers
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Quiz #10
True or False? If landowners are not interested in the specific program or service you are offering, it is best to completely remove them from your contact list.
Quiz #10
True or False? If landowners are not interested in the specific program or service you are offering, it is best to completely remove them from your contact list.
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Best Practice #10
Establish yourself as a trusted expert
Do • Continuously look for opportunities for landowner endorsements
• Help landowners find answers to all their natural resource questions
• Reiterate you a local person, with local knowledge
Don’t • Miss out on opportunities to get your photo and contact information in print
• Overlook the long‐term opportunities created by being the local expert
• Forget social media outlets to showcase your expertise
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What we learned…
Endorsed letters offer a new perspective and compelling
message.
Quiz #11
What is the longest time period to wait when responding to a landowner inquiry?
a) 48 hours
b) 1 week
c) 2 weeks
d) 1 month
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Quiz #11
What is the longest time period to wait when responding to a landowner inquiry?
a) 48 hours
b) 1 week
c) 2 weeks 48 hours is ideal, 2 weeks is maximum
d) 1 month
Best Practice #11
Nurture relationships through excellent customer service
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Do • Respond to requests for information within two weeks‐max!
• Develop a system to track contacts and follow‐up with landowners.
• Work towards in‐person, in‐field meetings with landowners
Don’t • Talk more than you listen
• Wait for the landowner to call you
• Dismiss eligible landowner leads because they aren’t yet ready to commit
What we learned…
Designate a single point of contact to build relationships.
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For More Information
• Engaging Absentee Landowners Toolkit • 11 best practices
• How‐to help & outreach samples
• Case studies
• Available in September
• Request yours today!
Questions??
Jamie RidgelyAmy Dreith
712‐792‐[email protected]@agreninc.comwww.agreninc.com
www.absenteelandowners.org
Aimee Weldon(301) 608‐1188 [email protected]
http://www.agrentools.com/webinars