Download Module 4: How do you get your message out to consumers?

PROMOTING SPECIALTY CROPS AS LOCAL
Module 4: How do you get your
message out to consumers?
Getting your message out to consumers
In our previous session we discussed:
• How to brand and frame a message to
prompt consumers to associate your product
with your message
• Interpretations of words and images
• Tips to select words and images
• Steps to developing effective messages
• Testing your message
Getting your message out to consumers
Agenda
•Objectives
•Steps to creating a personalized brand
•Existing branding programs available to producers
•Advantages and disadvantages of different media channels
•Effective marketing strategies
•Incorporating media channels and marketing strategies into your
promotional plan
•Summary and Evaluation
Getting your message out to consumers
Objectives
1.Distinguish effective and ineffective marketing strategies.
2.Incorporate your most effective media channels and marketing strategies
into your promotional plan.
3.Identify the advantages and disadvantages of marketing your products and
farm through different media channels.
4.Identify existing branding programs available to producers.
5.Summarize the steps to creating a personalized brand.
Getting your message out to consumers
Creating a brand
•Remember that a brand encompasses
everything about your company
 Products
 Services
 Reputation
Getting your message out to consumers
Creating a brand (continued)
• Consistency
• Customer service
• Messages and logos
Getting your message out to consumers
Exercise A
• Record your impressions of the Chick-fil-A
brand on your worksheet
• List both positive and negative impressions
• After your lists are complete, we will record
responses on a master list and discuss how our
impressions are similar and different to the
company goals
Getting your message out to consumers
Creating a brand - Step 1:
•Decide who you are and what you do
•A brand is more than just your
communications
•It’s important that you understand your goals
for your company when deciding on branding
Getting your message out to consumers
Creating a brand - Step 2:
•Build a shared identity
•Everyone is a brand manager. The actions of
one employee can establish good or ill will
toward your brand. When everyone is on
board, it is easier to deliver a solid and
consistent message.
Getting your message out to consumers
Creating a brand - Step 3:
•Define your audience
- Determine your audience
- Different audiences have different needs for information and media
channels and will view messages differently
- Refer to audience analysis information in module 3 for more
information
Getting your message out to consumers
Creating a brand - Step 4:
•Stick out and stand apart
- Figure out what makes your products
different from competitors
- Capitalize on differences that will make
your product stand out in the minds of
your audience
Getting your message out to consumers
Creating a brand - Step 5:
•Develop brand materials
- Create your messages and materials, such
as taglines, logos, and vision and mission
statements
Getting your message out to consumers
Creating a brand - Step 6:
• Create a plan of action
– Decide what you want and what you
are able to implement first
Getting your message out to consumers
Creating a brand - Step 7:
•Test Implement and Evaluate
- Make sure to test your messages and
branding with a target audience to ensure
intent is interpreted correctly
- Implement your brand once tested and then
evaluate to ensure you are having good
results
Getting your message out to consumers
• The main branding program in the state of Florida is
Fresh from Florida.
• Fresh from Florida acts as an accessory brand to your
product that allows program members an easy way to
advertise their food, show that it is produced in Florida
and participate in special sales in certain grocery stores.
Getting your message out to consumers
Fresh from Florida (continued)
•Consumers associate higher trust with products labeled Fresh from Florida
than food generically labeled as local
•Consumers food labeled Fresh from Florida with larger farms
•Research shows that consumers’ attitude toward food labeled Fresh from
Florida and food labeled local is very similar
•You can sign up for Fresh from Florida by visiting www.freshfromflorida.com
•Some farmers markets have their own branding rules and regulations
Getting your message out to consumers
Advantages and disadvantages of media channels
•Many media channels exist and can be used to get your
message to consumers
•Today we will spend our time discussing three avenues
often used to market local food:
- Print ads
- TV
- Websites
Getting your message out to consumers
Advantages and disadvantages of media channels (continued)
•While we will concentrate on these three channels you may want to consider
others such as signage, social media, radio, mailings, and others
•Some media channels, such as signage may be less costly and valuable when
starting your branding effort
•Other media channels may present opportunities to fulfill specific needs
Getting your message out to consumers
Print media
•Advantages
- Have a long life span
- Opportunity to reach a large audience
- Cannot be turned off or excluded like other kinds of advertising
- Can visually depict a message with few words
- Can be tailored to specific audiences more easily than other forms of
media
Getting your message out to consumers
Print media (continued)
•Advantages
- Can easily include coupons, recipes or other information
- Cheaper to produce than some other forms of media
•Disadvantages
– Not seen as personally relevant
– Many people ignore them
– May not be as memorable
– Cost to run ad may be high
Getting your message out to consumers
TV
•Advantages
– Entertaining
– Can reach huge audiences simultaneously
– Can be personally impactful
– Can be extremely memorable
Getting your message out to consumers
TV (Continued)
•Disadvantages
– More costly to produce
– Broadcast costs
– More difficult to tailor to different
audiences post production
Getting your message out to consumers
Website
•Advantages
– Can convey a large amount of information relatively easily
– Interactive websites can be a novel way to engage audiences and
assist them in feeling in control of information they receive
– Audiences relate easily to the website experience and can access
information given different ways
– Individuals who use websites may be more invested because they
were actively looking for information
Getting your message out to consumers
Website (continued)
•Disadvantages
– Individuals must actively seek out
information
– Potential customers searching for a product
may find your competitor’s website
– Sites can become too wordy
Getting your message out to consumers
Media channel overview
•Most preferred mode of communication was found to be print ads, followed
by websites, then TV
•Least preferred method was phone calls and text messages
•Consumers desire user friendly, relative, and easy to access information
•Regardless of media type, consumers desire the ability to search for and
retrieve information at will
Getting your message out to consumers
Indicators of effective marketing strategies
•Clear target market
•Marketing is continued even when there are plenty of clientele
•There is a clear and differentiated brand
•Adequate resources are committed to marketing
Getting your message out to consumers
Indicators of effective marketing strategies (continued)
•Increased number of clientele
•Improved customer loyalty
•Higher margins
•Engages audiences rather than simply seeks to make them
aware
Getting your message out to consumers
Exercise B
•Participants will be divided into three groups
– TV
– Print
– Website
•Each group will develop a basic advertisement using their assigned media
channel
•Following the completion of advertisements, each group will share their plan
with the other participants who will offer possible additions or alterations
Getting your message out to consumers
Summary
•Advantages and disadvantages of different media channels
•Existing branding programs available to producers
•Steps to creating a personalized brand
•Effective marketing strategies
•Incorporating media channels and marketing strategies into your
promotional plan
ANY QUESTIONS?
EVALUATIONS
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