1. PROMOTING SPECIALTY CROPS AS LOCAL Module 4: How do you get your message out to consumers?

2. 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

3. 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

4. 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.

5. Getting your message out to consumers Creating a brand Remember that a brand encompasses everything about your company Products Services Reputation

6. Getting your message out to consumers Creating a brand (continued) Consistency Customer service Messages and logos

7. 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

8. 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

9. 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.

10. 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

11. 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

12. 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

13. 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

14. 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

15. 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.

16. 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.comwww.freshfromflorida.com Some farmers markets have their own branding rules and regulations

17. 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

18. 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

19. 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

20. 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

21. Getting your message out to consumers TV Advantages – Entertaining – Can reach huge audiences simultaneously – Can be personally impactful – Can be extremely memorable

22. Getting your message out to consumers TV (Continued) Disadvantages – More costly to produce – Broadcast costs – More difficult to tailor to different audiences post production

23. 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

24. 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

25. 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

26. 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

27. 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

28. 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

29. 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

30. PIECENTER.COM/PROMOTELOCAL ANY QUESTIONS? EVALUATIONS