field to fork - marketing your efforts
TRANSCRIPT
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
Upcoming WebinarsApril 6 Farm to Market: Safe Food Handling During Processing and Selling Local FoodsCliff 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 RequirementsShaundra 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
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.
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.
Glenn Muske, Ph.D., Rural and agribusiness enterprise development specialist
Small Business Savvy:
How to Avoid Being the Best-Kept Secret
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:
In Your
Dreams!
??What costs $5 million dollars and lasts 30 seconds?
But who remembers?
People Need to Know and be Reminded that You Exist!!!
How? Marketing
Marketing Defined:
Everything you do!!
Traditional Marketing Online Marketing
Promotion
PaidPR
One-on-one & Networking
Word-of-mouth & ReviewsReputation
YOUMarketing
Tools
Remember1. It begins with you!
2. All pieces should MUST fit together!
3. Must reach the intended audience!
And #4
Marketing is an INVESTMENT, not a cost.
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
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
Traditional Marketing• Paid Advertising
– Radio– TV– Print– Displays– Direct mail
• Promotion– Sponsorship – Give-aways– Donations??
Online MarketingSame as before – Just new tools
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
Steps to Going Online cont.2. Claim your bubble
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
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
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
Paid Ads on Social MarketingSome Options
FacebookGoogleTwitter
YouTubeLinkedIn
InstagramPinterest
Why??
8 times greater click-through rate (mobile is higher)
ANALYTICS AND METRICS
Are you getting a return (ROI)?- Return can be measured in things other than money.
No matter what platform, online or traditional, there are analytics.
Marketing Caveat #1 All take resources
Marketing Caveat #2
HOW DO WE DO IT ALL?
Make it a priority
Use available online tools such as:Google Alerts
HootsuiteTwitter Search
Set aside a regular time
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!!
Marketing In a Crisis1. Act fast2. 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)
Marketing In a Crisis4. 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
10 Tips for a Food Safety Crisis1. Accept it could be you2. Think traceability3. Ask yourself: What you have done differently?4. Ensure regulatory compliance5. Plan, practice and prevent6. Identify and categorize threats7. Think like a criminal8. Act fast9. Realize you are not alone10.The law, the brand and the consumer – What’s your priority?
http://blog.williamreedtraining.com/10-tips-food-safety-food-recall/#.Vth6JfkrLmE
ResourcesRyan Pesch, Univ of MN Extension – Marketing Local Foodshttp://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
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
Glenn MuskeRural and Agribusiness Enterprise Development Specialist
[email protected] 2016
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