1. Harnessing the Sustainable Advantage through Farm Direct Marketing Cinda Williams Direct Marketing Conference, Moscow, March 2005

2. Direct marketing success Quality Quality Diversification Diversification Identification of your niche Identification of your niche

3. Quality is Everything Sell quality Sell quality Professionalism Professionalism Presentation Presentation

4. Diversification to reduce risk Use a combination of marketing methods Use a combination of marketing methods Increases sales Increases sales Spreads out labor Spreads out labor Diversification helps promote stability and sustainability Diversification helps promote stability and sustainability

5. Identification of your customers Who are your customers? Who are your customers? Where they live and shop Where they live and shop What they want; when What they want; when How much they would use How much they would use

6. Customer values Health conscious? Health conscious? Concern about the environment? Concern about the environment? Support of farmers? Support of farmers?

7. The Sustainable Advantage: Your uniqueness cannot be duplicated Your uniqueness cannot be duplicated Identify your unique characteristics Identify your unique characteristics Clearly define your product niche Clearly define your product niche

8. Quote of the day: Your uniqueness is your only source of profitability that cannot be competed away, and thus, is the only source of sustainable profits. - John Ikerd - John Ikerd

9. What are the unique qualities of YOUR products or services?

10. Market your message In everything you do In everything you do More information is better More information is better

11. Relationship marketing Communication Relationships Customer Loyalty

12. Tell your story The farm The farm Your farming practices Your farming practices How to use products How to use products Benefits of products Benefits of products

13. Know the facts Trends Trends Your competition Your competition Regulations Regulations Liability insurance Liability insurance

14. Get Help from your Friends Partner with other groups Partner with other groups Non-profits, Extension, agencies Non-profits, Extension, agencies farm tours, buying guides, farm events farm tours, buying guides, farm events Attend conferences, workshops Attend conferences, workshops

15. Have a Plan… Business plan is a roadmap to success Business plan is a roadmap to success Yearly sales goals Yearly sales goals Markets identified Markets identified Distribution plan Distribution plan

16. Monitor your progress Keep marketing records Keep marketing records Assess costs and benefits Assess costs and benefits Did you meet your goals? Did you meet your goals? Identify problem areas Identify problem areas

17. Summary Quality and diversification Know your product, message and customer Capture the sustainable advantage Market that uniqueness in all you do – tell your story Build relationships Know the facts Ask for help Have a plan Monitor and revise

18. Parting Thoughts Do what you love, love what you do…