Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban...

131
Maps & Apps, Mobile Media Marketing Eric Barrett and Rob Leeds http://go.osu.edu/MapsAndApps Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin County Eric Barrett, Extension Educator, Mahoning County

Transcript of Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban...

Page 1: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Marketing Food Produced in Urban Areas

Market Gardener Training Program

Mike Hogan Extension Educator Franklin County

Eric Barrett Extension Educator Mahoning County

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sign up for our blog

httpuosuedudirectmarketing

Click on FOLLOW on bottom right

-Articles

-Free Monthly webinars

-News to note

Search for me on YouTube ndash Farmers Mkt Col

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Our Agenda bull Marketing ndash What is it

bull Your Business is all about you -

Passion amp Branding

bull Breaking down Marketing 1 People

2 Products

3 Place

4 Promotion

bull Plan ndash Your plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Marketing is not

only much broader

than selling

it is the whole

business

seen from the

customerrsquos

point of view Peter Drucker

Overview

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Context for marketing food amp farm

products in Ohio

-Many consumers

-Many wholesale markets

-Large food processing

industry

-Third of entire US population

within one day drive

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Two primary marketing channels

bull Wholesale markets

bull Including direct-to-wholesale

(Restaurants amp similar)

bull Retail markets

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

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Wholesale markets

-Other farmers

-Restaurants caterers food trucks

-Grocery stores and other food retailers

-Schools

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Wholesale markets

-Hospitals

-Other institutions

-Food manufacturer

-Distributor

-Others (event planners gift buyers etc)

Pricing is different for different wholesale type outlets

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Retail markets

-Farmers market

-On-farm market

-Roadside stand

-Off-farm retail market

Pricing varies depending on location competition

brand management and more

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Retail markets

-CSA

-Agritourism

-PYO or CYO

-Others (online sales delivery routes

buyers club etc)

Pricing varies depending on location competition

brand management and more

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Wisconsin

Local Food

Marketing Guide httpgoosuedumarketlocalfood

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps Passion

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

What feeds your business mind

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

What is Passion

Websterhellip

Intense driving or overmastering feeling

or conviction

A strong liking or desire for or devotion to

some activity object or concept

Anything passionate about 4$1 beets

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Selling Passion Itrsquos more

Fun

Profitable

Rewarding

bull Itrsquos less

bull Stressful

bull Frustrating

bull Testinghellip

Yummy Peppers - $500qt YES

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Itrsquos all about me

Without passion you

donrsquot have energy with

out energy you have

nothing

mdash Donald Trump

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Passion vs Frustration

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Move forward

with confidence

You never achieve

success unless you like

what you are doing

mdash Dale Carnegie

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Reflection with the team

Yes you all have a team

Why do we want to do this

What might frustrate us

What excites us

How can we make sure our

decisions are the right ones

Mission Why am I in business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Developing a Brand for

Your new Business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

6th Grade Science Class

Conditioned Response

= +

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

= Your Logo is the bell

They own part of every

3 year oldrsquos brain

Even though you might disagree with a company

you can learn from their marketing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Branding the country lifestyle

ldquoOut Herehellipyoull find callused hands and

uncalloused minds The rural lifestyle

Sure its a lot of work but the payoff is a

clear conscience going to bed a good

kind of tired and the satisfaction that

comes from getting the job done

yourself

Washington Post ndash ldquoA Paradise Unpavedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

The Experience Economy

The memory itself becomes the product

Can we go backwards and keep experience

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Defining Your Brand

Logo

Color scheme

Buildings Employees Ads Displays

Customer Service Packaging

Everything

are you rustic split rail colonial picket or

Kentucky style white-board fences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

our brand must identify us in each and every way we

communicate

All Five Senses

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Start with mission

Ask the tough questions

What are my values

Where do I want to be

Will this be full time

How will I grow

Develop your marketing plan

around this mission

How do I develop my brand

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Breaking Down Marketing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

1 PEOPLE

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People

Customers can you think like them

You amp Your business goalscapabilities

Product

Place

Promotion

Plan amp Process

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Demographics

Psychographics

Loyalty

Ladder Consumers

Wholesale Buyers

Other Influential People

What do you know about who they are whatrsquos important to them where they get information what pains them and how they behave

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Reasons for Buying Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Willingness to Pay for Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Demographics Food Consumption + wwwohiomarketmakercom

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Simmonsreg Food Lifestyle

Segmentation System On-the-go Convenience and Ease Reformed Traditionals Variety on a Budget True Foodies Weekend Cooks

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer The Boomer Reality

Control more than 12 of grocery dollars by 2015

SilverLink Segmentation

Attitudes and Behaviors of 50+ Population

Secure

Conscientious

Preoccupied

Unconcerned

Resistant

Resigned

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Local Demographics Nielsenrsquos PRIZM segmentation system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer The 3 most important things about marketing to

restaurants may be ldquoCommunication

Communication Communicationrdquo

Producers need to understand chefsrsquo needs and

feedback they receive from their customers

ldquoThe plates are coming back cleanrdquo

bullA Chicago chefrsquos observation about a change in

salad greens led one farm to developing their

signature mesculin product

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer producers to be acquainted with the lsquotypesrsquo of food their customers prefer

you to understand their customers and how you can provide them with a remarkable product amp experience

producers to understand how a restaurant grocery store or school dining service operates

to be able to reach producers directly for their product needs just as easily as they would reach wholesalers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Secondary Information

Reliability amp Relevance

Proprietary

Observation

Survey

Interviews

Testing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer How Wayward Seed

Listens to Customers

During the CSA

season our

recipe page is

the third most

visited page on

our websitehellip

httpwaywardseedcomcsa

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

2 PRODUCTS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product Product selection and supply

Packaging amp Labeling

Pricing Invoicing amp Payments

Place

Promotion

Plan amp Process wwwohioproudcomdocsproduceavailabilitypdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product selection and supply

What productsservices hellip do you offer

Quality amp Attributes

Quantity

Product depth or breadth

Timing

Specialized vs commoditized

Perceived Value + hellip TRENDS

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Trends

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwrestaurantorgNews-ResearchResearchWhat-s-Hot

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpwwwrestaurantorgDownloadsPDFsNews-ResearchWhatsHotWhat-s-Hot-

2014-supplementpdf

Dark Greens (Restaurant Association) +Plant-based protein market growth

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Mushrooms (Progressive Grocer)

httpwwwprogressivegrocercominprintar

ticleid6659mad-for-mushrooms

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Cauliflower (NPR)

httpwwwnprorg20140105259788506eating-tea-and-other-food-predictions-

for-2014sc=twampcc=share

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Proudly Imperfect (JWT 100 things to watch in 2014)

100 Things to watch in 2014 wwwjwtintelligencecom201312100-watch-

2014axzz2qYlGlNlS

httpwwwslidesharenetjwtintelligencejwt-100-things-to-watch-in-2014

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Snacks

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

On-the-go consumers Last year one in five best-selling new foods were either bite-sized or handheld 45 percent of consumers want snacks that can be eaten on the go (IRI 2012 Wyatt 2013)

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Lempert Report - 2 Trend

Better for You Snacking The NPD Group

found that as snacking increased so did

an individuals overall diet quality Healthy

options are on the rise Look for

supermarkets to replace high-sugar high-

fat snacks at the checkout with healthier

on-the-go offerings

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Millennial Snackers hellip rapidly expanding trend of eating

between meals especially among

Millennials

(generally defined as 18-34-year-olds)

IFT Food Technology

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Tasting Menus

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Agritourism Experiences Public visits farms

farmers markets wineries breweries community

festivals or other enterprises

bull Recreation - Experiencing the out of doors

bull Entertainment Adventure Celebration

bull Educational heritage or recreational activitiesrsquo

bull Shopping ndash Retail Therapy

bull Eating locally grown or locally prepared food

bull Taking a guided tour (+Virtual Visits)

bull Overnight stays ndash BampB cabin cottage hellip

bull Sense-sational Experiences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

bull Protection against damage spoilage and pilferage

bull Assist in marketing ndash Function

Education Reinforce Brandhellip

bull Regulation

bull Cost Effective

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 2: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sign up for our blog

httpuosuedudirectmarketing

Click on FOLLOW on bottom right

-Articles

-Free Monthly webinars

-News to note

Search for me on YouTube ndash Farmers Mkt Col

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Our Agenda bull Marketing ndash What is it

bull Your Business is all about you -

Passion amp Branding

bull Breaking down Marketing 1 People

2 Products

3 Place

4 Promotion

bull Plan ndash Your plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Marketing is not

only much broader

than selling

it is the whole

business

seen from the

customerrsquos

point of view Peter Drucker

Overview

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Context for marketing food amp farm

products in Ohio

-Many consumers

-Many wholesale markets

-Large food processing

industry

-Third of entire US population

within one day drive

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Two primary marketing channels

bull Wholesale markets

bull Including direct-to-wholesale

(Restaurants amp similar)

bull Retail markets

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Wholesale markets

-Other farmers

-Restaurants caterers food trucks

-Grocery stores and other food retailers

-Schools

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Wholesale markets

-Hospitals

-Other institutions

-Food manufacturer

-Distributor

-Others (event planners gift buyers etc)

Pricing is different for different wholesale type outlets

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Retail markets

-Farmers market

-On-farm market

-Roadside stand

-Off-farm retail market

Pricing varies depending on location competition

brand management and more

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Retail markets

-CSA

-Agritourism

-PYO or CYO

-Others (online sales delivery routes

buyers club etc)

Pricing varies depending on location competition

brand management and more

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Wisconsin

Local Food

Marketing Guide httpgoosuedumarketlocalfood

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps Passion

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

What feeds your business mind

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

What is Passion

Websterhellip

Intense driving or overmastering feeling

or conviction

A strong liking or desire for or devotion to

some activity object or concept

Anything passionate about 4$1 beets

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Selling Passion Itrsquos more

Fun

Profitable

Rewarding

bull Itrsquos less

bull Stressful

bull Frustrating

bull Testinghellip

Yummy Peppers - $500qt YES

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Itrsquos all about me

Without passion you

donrsquot have energy with

out energy you have

nothing

mdash Donald Trump

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Passion vs Frustration

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Move forward

with confidence

You never achieve

success unless you like

what you are doing

mdash Dale Carnegie

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Reflection with the team

Yes you all have a team

Why do we want to do this

What might frustrate us

What excites us

How can we make sure our

decisions are the right ones

Mission Why am I in business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Developing a Brand for

Your new Business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

6th Grade Science Class

Conditioned Response

= +

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

= Your Logo is the bell

They own part of every

3 year oldrsquos brain

Even though you might disagree with a company

you can learn from their marketing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Branding the country lifestyle

ldquoOut Herehellipyoull find callused hands and

uncalloused minds The rural lifestyle

Sure its a lot of work but the payoff is a

clear conscience going to bed a good

kind of tired and the satisfaction that

comes from getting the job done

yourself

Washington Post ndash ldquoA Paradise Unpavedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

The Experience Economy

The memory itself becomes the product

Can we go backwards and keep experience

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Defining Your Brand

Logo

Color scheme

Buildings Employees Ads Displays

Customer Service Packaging

Everything

are you rustic split rail colonial picket or

Kentucky style white-board fences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

our brand must identify us in each and every way we

communicate

All Five Senses

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Start with mission

Ask the tough questions

What are my values

Where do I want to be

Will this be full time

How will I grow

Develop your marketing plan

around this mission

How do I develop my brand

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Breaking Down Marketing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

1 PEOPLE

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People

Customers can you think like them

You amp Your business goalscapabilities

Product

Place

Promotion

Plan amp Process

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Demographics

Psychographics

Loyalty

Ladder Consumers

Wholesale Buyers

Other Influential People

What do you know about who they are whatrsquos important to them where they get information what pains them and how they behave

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Reasons for Buying Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Willingness to Pay for Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Demographics Food Consumption + wwwohiomarketmakercom

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Simmonsreg Food Lifestyle

Segmentation System On-the-go Convenience and Ease Reformed Traditionals Variety on a Budget True Foodies Weekend Cooks

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer The Boomer Reality

Control more than 12 of grocery dollars by 2015

SilverLink Segmentation

Attitudes and Behaviors of 50+ Population

Secure

Conscientious

Preoccupied

Unconcerned

Resistant

Resigned

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Local Demographics Nielsenrsquos PRIZM segmentation system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer The 3 most important things about marketing to

restaurants may be ldquoCommunication

Communication Communicationrdquo

Producers need to understand chefsrsquo needs and

feedback they receive from their customers

ldquoThe plates are coming back cleanrdquo

bullA Chicago chefrsquos observation about a change in

salad greens led one farm to developing their

signature mesculin product

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer producers to be acquainted with the lsquotypesrsquo of food their customers prefer

you to understand their customers and how you can provide them with a remarkable product amp experience

producers to understand how a restaurant grocery store or school dining service operates

to be able to reach producers directly for their product needs just as easily as they would reach wholesalers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Secondary Information

Reliability amp Relevance

Proprietary

Observation

Survey

Interviews

Testing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer How Wayward Seed

Listens to Customers

During the CSA

season our

recipe page is

the third most

visited page on

our websitehellip

httpwaywardseedcomcsa

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

2 PRODUCTS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product Product selection and supply

Packaging amp Labeling

Pricing Invoicing amp Payments

Place

Promotion

Plan amp Process wwwohioproudcomdocsproduceavailabilitypdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product selection and supply

What productsservices hellip do you offer

Quality amp Attributes

Quantity

Product depth or breadth

Timing

Specialized vs commoditized

Perceived Value + hellip TRENDS

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Trends

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwrestaurantorgNews-ResearchResearchWhat-s-Hot

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpwwwrestaurantorgDownloadsPDFsNews-ResearchWhatsHotWhat-s-Hot-

2014-supplementpdf

Dark Greens (Restaurant Association) +Plant-based protein market growth

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Mushrooms (Progressive Grocer)

httpwwwprogressivegrocercominprintar

ticleid6659mad-for-mushrooms

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Cauliflower (NPR)

httpwwwnprorg20140105259788506eating-tea-and-other-food-predictions-

for-2014sc=twampcc=share

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Proudly Imperfect (JWT 100 things to watch in 2014)

100 Things to watch in 2014 wwwjwtintelligencecom201312100-watch-

2014axzz2qYlGlNlS

httpwwwslidesharenetjwtintelligencejwt-100-things-to-watch-in-2014

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Snacks

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

On-the-go consumers Last year one in five best-selling new foods were either bite-sized or handheld 45 percent of consumers want snacks that can be eaten on the go (IRI 2012 Wyatt 2013)

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Lempert Report - 2 Trend

Better for You Snacking The NPD Group

found that as snacking increased so did

an individuals overall diet quality Healthy

options are on the rise Look for

supermarkets to replace high-sugar high-

fat snacks at the checkout with healthier

on-the-go offerings

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Millennial Snackers hellip rapidly expanding trend of eating

between meals especially among

Millennials

(generally defined as 18-34-year-olds)

IFT Food Technology

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Tasting Menus

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Agritourism Experiences Public visits farms

farmers markets wineries breweries community

festivals or other enterprises

bull Recreation - Experiencing the out of doors

bull Entertainment Adventure Celebration

bull Educational heritage or recreational activitiesrsquo

bull Shopping ndash Retail Therapy

bull Eating locally grown or locally prepared food

bull Taking a guided tour (+Virtual Visits)

bull Overnight stays ndash BampB cabin cottage hellip

bull Sense-sational Experiences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

bull Protection against damage spoilage and pilferage

bull Assist in marketing ndash Function

Education Reinforce Brandhellip

bull Regulation

bull Cost Effective

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 3: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Our Agenda bull Marketing ndash What is it

bull Your Business is all about you -

Passion amp Branding

bull Breaking down Marketing 1 People

2 Products

3 Place

4 Promotion

bull Plan ndash Your plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Marketing is not

only much broader

than selling

it is the whole

business

seen from the

customerrsquos

point of view Peter Drucker

Overview

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Context for marketing food amp farm

products in Ohio

-Many consumers

-Many wholesale markets

-Large food processing

industry

-Third of entire US population

within one day drive

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Two primary marketing channels

bull Wholesale markets

bull Including direct-to-wholesale

(Restaurants amp similar)

bull Retail markets

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Wholesale markets

-Other farmers

-Restaurants caterers food trucks

-Grocery stores and other food retailers

-Schools

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Wholesale markets

-Hospitals

-Other institutions

-Food manufacturer

-Distributor

-Others (event planners gift buyers etc)

Pricing is different for different wholesale type outlets

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Retail markets

-Farmers market

-On-farm market

-Roadside stand

-Off-farm retail market

Pricing varies depending on location competition

brand management and more

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Retail markets

-CSA

-Agritourism

-PYO or CYO

-Others (online sales delivery routes

buyers club etc)

Pricing varies depending on location competition

brand management and more

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Wisconsin

Local Food

Marketing Guide httpgoosuedumarketlocalfood

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps Passion

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

What feeds your business mind

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

What is Passion

Websterhellip

Intense driving or overmastering feeling

or conviction

A strong liking or desire for or devotion to

some activity object or concept

Anything passionate about 4$1 beets

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Selling Passion Itrsquos more

Fun

Profitable

Rewarding

bull Itrsquos less

bull Stressful

bull Frustrating

bull Testinghellip

Yummy Peppers - $500qt YES

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Itrsquos all about me

Without passion you

donrsquot have energy with

out energy you have

nothing

mdash Donald Trump

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Passion vs Frustration

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Move forward

with confidence

You never achieve

success unless you like

what you are doing

mdash Dale Carnegie

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Reflection with the team

Yes you all have a team

Why do we want to do this

What might frustrate us

What excites us

How can we make sure our

decisions are the right ones

Mission Why am I in business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Developing a Brand for

Your new Business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

6th Grade Science Class

Conditioned Response

= +

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

= Your Logo is the bell

They own part of every

3 year oldrsquos brain

Even though you might disagree with a company

you can learn from their marketing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Branding the country lifestyle

ldquoOut Herehellipyoull find callused hands and

uncalloused minds The rural lifestyle

Sure its a lot of work but the payoff is a

clear conscience going to bed a good

kind of tired and the satisfaction that

comes from getting the job done

yourself

Washington Post ndash ldquoA Paradise Unpavedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

The Experience Economy

The memory itself becomes the product

Can we go backwards and keep experience

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Defining Your Brand

Logo

Color scheme

Buildings Employees Ads Displays

Customer Service Packaging

Everything

are you rustic split rail colonial picket or

Kentucky style white-board fences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

our brand must identify us in each and every way we

communicate

All Five Senses

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Start with mission

Ask the tough questions

What are my values

Where do I want to be

Will this be full time

How will I grow

Develop your marketing plan

around this mission

How do I develop my brand

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Breaking Down Marketing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

1 PEOPLE

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People

Customers can you think like them

You amp Your business goalscapabilities

Product

Place

Promotion

Plan amp Process

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Demographics

Psychographics

Loyalty

Ladder Consumers

Wholesale Buyers

Other Influential People

What do you know about who they are whatrsquos important to them where they get information what pains them and how they behave

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Reasons for Buying Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Willingness to Pay for Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Demographics Food Consumption + wwwohiomarketmakercom

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Simmonsreg Food Lifestyle

Segmentation System On-the-go Convenience and Ease Reformed Traditionals Variety on a Budget True Foodies Weekend Cooks

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer The Boomer Reality

Control more than 12 of grocery dollars by 2015

SilverLink Segmentation

Attitudes and Behaviors of 50+ Population

Secure

Conscientious

Preoccupied

Unconcerned

Resistant

Resigned

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Local Demographics Nielsenrsquos PRIZM segmentation system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer The 3 most important things about marketing to

restaurants may be ldquoCommunication

Communication Communicationrdquo

Producers need to understand chefsrsquo needs and

feedback they receive from their customers

ldquoThe plates are coming back cleanrdquo

bullA Chicago chefrsquos observation about a change in

salad greens led one farm to developing their

signature mesculin product

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer producers to be acquainted with the lsquotypesrsquo of food their customers prefer

you to understand their customers and how you can provide them with a remarkable product amp experience

producers to understand how a restaurant grocery store or school dining service operates

to be able to reach producers directly for their product needs just as easily as they would reach wholesalers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Secondary Information

Reliability amp Relevance

Proprietary

Observation

Survey

Interviews

Testing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer How Wayward Seed

Listens to Customers

During the CSA

season our

recipe page is

the third most

visited page on

our websitehellip

httpwaywardseedcomcsa

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

2 PRODUCTS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product Product selection and supply

Packaging amp Labeling

Pricing Invoicing amp Payments

Place

Promotion

Plan amp Process wwwohioproudcomdocsproduceavailabilitypdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product selection and supply

What productsservices hellip do you offer

Quality amp Attributes

Quantity

Product depth or breadth

Timing

Specialized vs commoditized

Perceived Value + hellip TRENDS

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Trends

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwrestaurantorgNews-ResearchResearchWhat-s-Hot

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpwwwrestaurantorgDownloadsPDFsNews-ResearchWhatsHotWhat-s-Hot-

2014-supplementpdf

Dark Greens (Restaurant Association) +Plant-based protein market growth

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Mushrooms (Progressive Grocer)

httpwwwprogressivegrocercominprintar

ticleid6659mad-for-mushrooms

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Cauliflower (NPR)

httpwwwnprorg20140105259788506eating-tea-and-other-food-predictions-

for-2014sc=twampcc=share

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Proudly Imperfect (JWT 100 things to watch in 2014)

100 Things to watch in 2014 wwwjwtintelligencecom201312100-watch-

2014axzz2qYlGlNlS

httpwwwslidesharenetjwtintelligencejwt-100-things-to-watch-in-2014

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Snacks

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

On-the-go consumers Last year one in five best-selling new foods were either bite-sized or handheld 45 percent of consumers want snacks that can be eaten on the go (IRI 2012 Wyatt 2013)

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Lempert Report - 2 Trend

Better for You Snacking The NPD Group

found that as snacking increased so did

an individuals overall diet quality Healthy

options are on the rise Look for

supermarkets to replace high-sugar high-

fat snacks at the checkout with healthier

on-the-go offerings

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Millennial Snackers hellip rapidly expanding trend of eating

between meals especially among

Millennials

(generally defined as 18-34-year-olds)

IFT Food Technology

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Tasting Menus

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Agritourism Experiences Public visits farms

farmers markets wineries breweries community

festivals or other enterprises

bull Recreation - Experiencing the out of doors

bull Entertainment Adventure Celebration

bull Educational heritage or recreational activitiesrsquo

bull Shopping ndash Retail Therapy

bull Eating locally grown or locally prepared food

bull Taking a guided tour (+Virtual Visits)

bull Overnight stays ndash BampB cabin cottage hellip

bull Sense-sational Experiences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

bull Protection against damage spoilage and pilferage

bull Assist in marketing ndash Function

Education Reinforce Brandhellip

bull Regulation

bull Cost Effective

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 4: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Marketing is not

only much broader

than selling

it is the whole

business

seen from the

customerrsquos

point of view Peter Drucker

Overview

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Context for marketing food amp farm

products in Ohio

-Many consumers

-Many wholesale markets

-Large food processing

industry

-Third of entire US population

within one day drive

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Two primary marketing channels

bull Wholesale markets

bull Including direct-to-wholesale

(Restaurants amp similar)

bull Retail markets

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Wholesale markets

-Other farmers

-Restaurants caterers food trucks

-Grocery stores and other food retailers

-Schools

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Wholesale markets

-Hospitals

-Other institutions

-Food manufacturer

-Distributor

-Others (event planners gift buyers etc)

Pricing is different for different wholesale type outlets

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Retail markets

-Farmers market

-On-farm market

-Roadside stand

-Off-farm retail market

Pricing varies depending on location competition

brand management and more

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Retail markets

-CSA

-Agritourism

-PYO or CYO

-Others (online sales delivery routes

buyers club etc)

Pricing varies depending on location competition

brand management and more

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Wisconsin

Local Food

Marketing Guide httpgoosuedumarketlocalfood

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps Passion

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

What feeds your business mind

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

What is Passion

Websterhellip

Intense driving or overmastering feeling

or conviction

A strong liking or desire for or devotion to

some activity object or concept

Anything passionate about 4$1 beets

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Selling Passion Itrsquos more

Fun

Profitable

Rewarding

bull Itrsquos less

bull Stressful

bull Frustrating

bull Testinghellip

Yummy Peppers - $500qt YES

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Itrsquos all about me

Without passion you

donrsquot have energy with

out energy you have

nothing

mdash Donald Trump

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Passion vs Frustration

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Move forward

with confidence

You never achieve

success unless you like

what you are doing

mdash Dale Carnegie

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Reflection with the team

Yes you all have a team

Why do we want to do this

What might frustrate us

What excites us

How can we make sure our

decisions are the right ones

Mission Why am I in business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Developing a Brand for

Your new Business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

6th Grade Science Class

Conditioned Response

= +

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

= Your Logo is the bell

They own part of every

3 year oldrsquos brain

Even though you might disagree with a company

you can learn from their marketing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Branding the country lifestyle

ldquoOut Herehellipyoull find callused hands and

uncalloused minds The rural lifestyle

Sure its a lot of work but the payoff is a

clear conscience going to bed a good

kind of tired and the satisfaction that

comes from getting the job done

yourself

Washington Post ndash ldquoA Paradise Unpavedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

The Experience Economy

The memory itself becomes the product

Can we go backwards and keep experience

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Defining Your Brand

Logo

Color scheme

Buildings Employees Ads Displays

Customer Service Packaging

Everything

are you rustic split rail colonial picket or

Kentucky style white-board fences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

our brand must identify us in each and every way we

communicate

All Five Senses

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Start with mission

Ask the tough questions

What are my values

Where do I want to be

Will this be full time

How will I grow

Develop your marketing plan

around this mission

How do I develop my brand

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Breaking Down Marketing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

1 PEOPLE

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People

Customers can you think like them

You amp Your business goalscapabilities

Product

Place

Promotion

Plan amp Process

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Demographics

Psychographics

Loyalty

Ladder Consumers

Wholesale Buyers

Other Influential People

What do you know about who they are whatrsquos important to them where they get information what pains them and how they behave

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Reasons for Buying Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Willingness to Pay for Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Demographics Food Consumption + wwwohiomarketmakercom

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Simmonsreg Food Lifestyle

Segmentation System On-the-go Convenience and Ease Reformed Traditionals Variety on a Budget True Foodies Weekend Cooks

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer The Boomer Reality

Control more than 12 of grocery dollars by 2015

SilverLink Segmentation

Attitudes and Behaviors of 50+ Population

Secure

Conscientious

Preoccupied

Unconcerned

Resistant

Resigned

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Local Demographics Nielsenrsquos PRIZM segmentation system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer The 3 most important things about marketing to

restaurants may be ldquoCommunication

Communication Communicationrdquo

Producers need to understand chefsrsquo needs and

feedback they receive from their customers

ldquoThe plates are coming back cleanrdquo

bullA Chicago chefrsquos observation about a change in

salad greens led one farm to developing their

signature mesculin product

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer producers to be acquainted with the lsquotypesrsquo of food their customers prefer

you to understand their customers and how you can provide them with a remarkable product amp experience

producers to understand how a restaurant grocery store or school dining service operates

to be able to reach producers directly for their product needs just as easily as they would reach wholesalers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Secondary Information

Reliability amp Relevance

Proprietary

Observation

Survey

Interviews

Testing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer How Wayward Seed

Listens to Customers

During the CSA

season our

recipe page is

the third most

visited page on

our websitehellip

httpwaywardseedcomcsa

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

2 PRODUCTS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product Product selection and supply

Packaging amp Labeling

Pricing Invoicing amp Payments

Place

Promotion

Plan amp Process wwwohioproudcomdocsproduceavailabilitypdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product selection and supply

What productsservices hellip do you offer

Quality amp Attributes

Quantity

Product depth or breadth

Timing

Specialized vs commoditized

Perceived Value + hellip TRENDS

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Trends

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwrestaurantorgNews-ResearchResearchWhat-s-Hot

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpwwwrestaurantorgDownloadsPDFsNews-ResearchWhatsHotWhat-s-Hot-

2014-supplementpdf

Dark Greens (Restaurant Association) +Plant-based protein market growth

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Mushrooms (Progressive Grocer)

httpwwwprogressivegrocercominprintar

ticleid6659mad-for-mushrooms

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Cauliflower (NPR)

httpwwwnprorg20140105259788506eating-tea-and-other-food-predictions-

for-2014sc=twampcc=share

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Proudly Imperfect (JWT 100 things to watch in 2014)

100 Things to watch in 2014 wwwjwtintelligencecom201312100-watch-

2014axzz2qYlGlNlS

httpwwwslidesharenetjwtintelligencejwt-100-things-to-watch-in-2014

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Snacks

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

On-the-go consumers Last year one in five best-selling new foods were either bite-sized or handheld 45 percent of consumers want snacks that can be eaten on the go (IRI 2012 Wyatt 2013)

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Lempert Report - 2 Trend

Better for You Snacking The NPD Group

found that as snacking increased so did

an individuals overall diet quality Healthy

options are on the rise Look for

supermarkets to replace high-sugar high-

fat snacks at the checkout with healthier

on-the-go offerings

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Millennial Snackers hellip rapidly expanding trend of eating

between meals especially among

Millennials

(generally defined as 18-34-year-olds)

IFT Food Technology

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Tasting Menus

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Agritourism Experiences Public visits farms

farmers markets wineries breweries community

festivals or other enterprises

bull Recreation - Experiencing the out of doors

bull Entertainment Adventure Celebration

bull Educational heritage or recreational activitiesrsquo

bull Shopping ndash Retail Therapy

bull Eating locally grown or locally prepared food

bull Taking a guided tour (+Virtual Visits)

bull Overnight stays ndash BampB cabin cottage hellip

bull Sense-sational Experiences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

bull Protection against damage spoilage and pilferage

bull Assist in marketing ndash Function

Education Reinforce Brandhellip

bull Regulation

bull Cost Effective

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 5: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Context for marketing food amp farm

products in Ohio

-Many consumers

-Many wholesale markets

-Large food processing

industry

-Third of entire US population

within one day drive

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Two primary marketing channels

bull Wholesale markets

bull Including direct-to-wholesale

(Restaurants amp similar)

bull Retail markets

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Wholesale markets

-Other farmers

-Restaurants caterers food trucks

-Grocery stores and other food retailers

-Schools

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Wholesale markets

-Hospitals

-Other institutions

-Food manufacturer

-Distributor

-Others (event planners gift buyers etc)

Pricing is different for different wholesale type outlets

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Retail markets

-Farmers market

-On-farm market

-Roadside stand

-Off-farm retail market

Pricing varies depending on location competition

brand management and more

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Retail markets

-CSA

-Agritourism

-PYO or CYO

-Others (online sales delivery routes

buyers club etc)

Pricing varies depending on location competition

brand management and more

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Wisconsin

Local Food

Marketing Guide httpgoosuedumarketlocalfood

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps Passion

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

What feeds your business mind

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

What is Passion

Websterhellip

Intense driving or overmastering feeling

or conviction

A strong liking or desire for or devotion to

some activity object or concept

Anything passionate about 4$1 beets

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Selling Passion Itrsquos more

Fun

Profitable

Rewarding

bull Itrsquos less

bull Stressful

bull Frustrating

bull Testinghellip

Yummy Peppers - $500qt YES

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Itrsquos all about me

Without passion you

donrsquot have energy with

out energy you have

nothing

mdash Donald Trump

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Passion vs Frustration

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Move forward

with confidence

You never achieve

success unless you like

what you are doing

mdash Dale Carnegie

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Reflection with the team

Yes you all have a team

Why do we want to do this

What might frustrate us

What excites us

How can we make sure our

decisions are the right ones

Mission Why am I in business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Developing a Brand for

Your new Business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

6th Grade Science Class

Conditioned Response

= +

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

= Your Logo is the bell

They own part of every

3 year oldrsquos brain

Even though you might disagree with a company

you can learn from their marketing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Branding the country lifestyle

ldquoOut Herehellipyoull find callused hands and

uncalloused minds The rural lifestyle

Sure its a lot of work but the payoff is a

clear conscience going to bed a good

kind of tired and the satisfaction that

comes from getting the job done

yourself

Washington Post ndash ldquoA Paradise Unpavedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

The Experience Economy

The memory itself becomes the product

Can we go backwards and keep experience

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Defining Your Brand

Logo

Color scheme

Buildings Employees Ads Displays

Customer Service Packaging

Everything

are you rustic split rail colonial picket or

Kentucky style white-board fences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

our brand must identify us in each and every way we

communicate

All Five Senses

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Start with mission

Ask the tough questions

What are my values

Where do I want to be

Will this be full time

How will I grow

Develop your marketing plan

around this mission

How do I develop my brand

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Breaking Down Marketing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

1 PEOPLE

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People

Customers can you think like them

You amp Your business goalscapabilities

Product

Place

Promotion

Plan amp Process

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Demographics

Psychographics

Loyalty

Ladder Consumers

Wholesale Buyers

Other Influential People

What do you know about who they are whatrsquos important to them where they get information what pains them and how they behave

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Reasons for Buying Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Willingness to Pay for Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Demographics Food Consumption + wwwohiomarketmakercom

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Simmonsreg Food Lifestyle

Segmentation System On-the-go Convenience and Ease Reformed Traditionals Variety on a Budget True Foodies Weekend Cooks

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer The Boomer Reality

Control more than 12 of grocery dollars by 2015

SilverLink Segmentation

Attitudes and Behaviors of 50+ Population

Secure

Conscientious

Preoccupied

Unconcerned

Resistant

Resigned

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Local Demographics Nielsenrsquos PRIZM segmentation system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer The 3 most important things about marketing to

restaurants may be ldquoCommunication

Communication Communicationrdquo

Producers need to understand chefsrsquo needs and

feedback they receive from their customers

ldquoThe plates are coming back cleanrdquo

bullA Chicago chefrsquos observation about a change in

salad greens led one farm to developing their

signature mesculin product

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer producers to be acquainted with the lsquotypesrsquo of food their customers prefer

you to understand their customers and how you can provide them with a remarkable product amp experience

producers to understand how a restaurant grocery store or school dining service operates

to be able to reach producers directly for their product needs just as easily as they would reach wholesalers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Secondary Information

Reliability amp Relevance

Proprietary

Observation

Survey

Interviews

Testing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer How Wayward Seed

Listens to Customers

During the CSA

season our

recipe page is

the third most

visited page on

our websitehellip

httpwaywardseedcomcsa

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

2 PRODUCTS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product Product selection and supply

Packaging amp Labeling

Pricing Invoicing amp Payments

Place

Promotion

Plan amp Process wwwohioproudcomdocsproduceavailabilitypdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product selection and supply

What productsservices hellip do you offer

Quality amp Attributes

Quantity

Product depth or breadth

Timing

Specialized vs commoditized

Perceived Value + hellip TRENDS

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Trends

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwrestaurantorgNews-ResearchResearchWhat-s-Hot

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpwwwrestaurantorgDownloadsPDFsNews-ResearchWhatsHotWhat-s-Hot-

2014-supplementpdf

Dark Greens (Restaurant Association) +Plant-based protein market growth

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Mushrooms (Progressive Grocer)

httpwwwprogressivegrocercominprintar

ticleid6659mad-for-mushrooms

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Cauliflower (NPR)

httpwwwnprorg20140105259788506eating-tea-and-other-food-predictions-

for-2014sc=twampcc=share

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Proudly Imperfect (JWT 100 things to watch in 2014)

100 Things to watch in 2014 wwwjwtintelligencecom201312100-watch-

2014axzz2qYlGlNlS

httpwwwslidesharenetjwtintelligencejwt-100-things-to-watch-in-2014

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Snacks

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

On-the-go consumers Last year one in five best-selling new foods were either bite-sized or handheld 45 percent of consumers want snacks that can be eaten on the go (IRI 2012 Wyatt 2013)

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Lempert Report - 2 Trend

Better for You Snacking The NPD Group

found that as snacking increased so did

an individuals overall diet quality Healthy

options are on the rise Look for

supermarkets to replace high-sugar high-

fat snacks at the checkout with healthier

on-the-go offerings

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Millennial Snackers hellip rapidly expanding trend of eating

between meals especially among

Millennials

(generally defined as 18-34-year-olds)

IFT Food Technology

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Tasting Menus

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Agritourism Experiences Public visits farms

farmers markets wineries breweries community

festivals or other enterprises

bull Recreation - Experiencing the out of doors

bull Entertainment Adventure Celebration

bull Educational heritage or recreational activitiesrsquo

bull Shopping ndash Retail Therapy

bull Eating locally grown or locally prepared food

bull Taking a guided tour (+Virtual Visits)

bull Overnight stays ndash BampB cabin cottage hellip

bull Sense-sational Experiences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

bull Protection against damage spoilage and pilferage

bull Assist in marketing ndash Function

Education Reinforce Brandhellip

bull Regulation

bull Cost Effective

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 6: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Two primary marketing channels

bull Wholesale markets

bull Including direct-to-wholesale

(Restaurants amp similar)

bull Retail markets

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Wholesale markets

-Other farmers

-Restaurants caterers food trucks

-Grocery stores and other food retailers

-Schools

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Wholesale markets

-Hospitals

-Other institutions

-Food manufacturer

-Distributor

-Others (event planners gift buyers etc)

Pricing is different for different wholesale type outlets

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Retail markets

-Farmers market

-On-farm market

-Roadside stand

-Off-farm retail market

Pricing varies depending on location competition

brand management and more

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Retail markets

-CSA

-Agritourism

-PYO or CYO

-Others (online sales delivery routes

buyers club etc)

Pricing varies depending on location competition

brand management and more

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Wisconsin

Local Food

Marketing Guide httpgoosuedumarketlocalfood

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps Passion

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

What feeds your business mind

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

What is Passion

Websterhellip

Intense driving or overmastering feeling

or conviction

A strong liking or desire for or devotion to

some activity object or concept

Anything passionate about 4$1 beets

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Selling Passion Itrsquos more

Fun

Profitable

Rewarding

bull Itrsquos less

bull Stressful

bull Frustrating

bull Testinghellip

Yummy Peppers - $500qt YES

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Itrsquos all about me

Without passion you

donrsquot have energy with

out energy you have

nothing

mdash Donald Trump

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Passion vs Frustration

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Move forward

with confidence

You never achieve

success unless you like

what you are doing

mdash Dale Carnegie

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Reflection with the team

Yes you all have a team

Why do we want to do this

What might frustrate us

What excites us

How can we make sure our

decisions are the right ones

Mission Why am I in business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Developing a Brand for

Your new Business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

6th Grade Science Class

Conditioned Response

= +

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

= Your Logo is the bell

They own part of every

3 year oldrsquos brain

Even though you might disagree with a company

you can learn from their marketing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Branding the country lifestyle

ldquoOut Herehellipyoull find callused hands and

uncalloused minds The rural lifestyle

Sure its a lot of work but the payoff is a

clear conscience going to bed a good

kind of tired and the satisfaction that

comes from getting the job done

yourself

Washington Post ndash ldquoA Paradise Unpavedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

The Experience Economy

The memory itself becomes the product

Can we go backwards and keep experience

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Defining Your Brand

Logo

Color scheme

Buildings Employees Ads Displays

Customer Service Packaging

Everything

are you rustic split rail colonial picket or

Kentucky style white-board fences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

our brand must identify us in each and every way we

communicate

All Five Senses

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Start with mission

Ask the tough questions

What are my values

Where do I want to be

Will this be full time

How will I grow

Develop your marketing plan

around this mission

How do I develop my brand

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Breaking Down Marketing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

1 PEOPLE

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People

Customers can you think like them

You amp Your business goalscapabilities

Product

Place

Promotion

Plan amp Process

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Demographics

Psychographics

Loyalty

Ladder Consumers

Wholesale Buyers

Other Influential People

What do you know about who they are whatrsquos important to them where they get information what pains them and how they behave

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Reasons for Buying Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Willingness to Pay for Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Demographics Food Consumption + wwwohiomarketmakercom

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Simmonsreg Food Lifestyle

Segmentation System On-the-go Convenience and Ease Reformed Traditionals Variety on a Budget True Foodies Weekend Cooks

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer The Boomer Reality

Control more than 12 of grocery dollars by 2015

SilverLink Segmentation

Attitudes and Behaviors of 50+ Population

Secure

Conscientious

Preoccupied

Unconcerned

Resistant

Resigned

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Local Demographics Nielsenrsquos PRIZM segmentation system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer The 3 most important things about marketing to

restaurants may be ldquoCommunication

Communication Communicationrdquo

Producers need to understand chefsrsquo needs and

feedback they receive from their customers

ldquoThe plates are coming back cleanrdquo

bullA Chicago chefrsquos observation about a change in

salad greens led one farm to developing their

signature mesculin product

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer producers to be acquainted with the lsquotypesrsquo of food their customers prefer

you to understand their customers and how you can provide them with a remarkable product amp experience

producers to understand how a restaurant grocery store or school dining service operates

to be able to reach producers directly for their product needs just as easily as they would reach wholesalers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Secondary Information

Reliability amp Relevance

Proprietary

Observation

Survey

Interviews

Testing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer How Wayward Seed

Listens to Customers

During the CSA

season our

recipe page is

the third most

visited page on

our websitehellip

httpwaywardseedcomcsa

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

2 PRODUCTS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product Product selection and supply

Packaging amp Labeling

Pricing Invoicing amp Payments

Place

Promotion

Plan amp Process wwwohioproudcomdocsproduceavailabilitypdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product selection and supply

What productsservices hellip do you offer

Quality amp Attributes

Quantity

Product depth or breadth

Timing

Specialized vs commoditized

Perceived Value + hellip TRENDS

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Trends

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwrestaurantorgNews-ResearchResearchWhat-s-Hot

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpwwwrestaurantorgDownloadsPDFsNews-ResearchWhatsHotWhat-s-Hot-

2014-supplementpdf

Dark Greens (Restaurant Association) +Plant-based protein market growth

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Mushrooms (Progressive Grocer)

httpwwwprogressivegrocercominprintar

ticleid6659mad-for-mushrooms

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Cauliflower (NPR)

httpwwwnprorg20140105259788506eating-tea-and-other-food-predictions-

for-2014sc=twampcc=share

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Proudly Imperfect (JWT 100 things to watch in 2014)

100 Things to watch in 2014 wwwjwtintelligencecom201312100-watch-

2014axzz2qYlGlNlS

httpwwwslidesharenetjwtintelligencejwt-100-things-to-watch-in-2014

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Snacks

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

On-the-go consumers Last year one in five best-selling new foods were either bite-sized or handheld 45 percent of consumers want snacks that can be eaten on the go (IRI 2012 Wyatt 2013)

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Lempert Report - 2 Trend

Better for You Snacking The NPD Group

found that as snacking increased so did

an individuals overall diet quality Healthy

options are on the rise Look for

supermarkets to replace high-sugar high-

fat snacks at the checkout with healthier

on-the-go offerings

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Millennial Snackers hellip rapidly expanding trend of eating

between meals especially among

Millennials

(generally defined as 18-34-year-olds)

IFT Food Technology

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Tasting Menus

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Agritourism Experiences Public visits farms

farmers markets wineries breweries community

festivals or other enterprises

bull Recreation - Experiencing the out of doors

bull Entertainment Adventure Celebration

bull Educational heritage or recreational activitiesrsquo

bull Shopping ndash Retail Therapy

bull Eating locally grown or locally prepared food

bull Taking a guided tour (+Virtual Visits)

bull Overnight stays ndash BampB cabin cottage hellip

bull Sense-sational Experiences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

bull Protection against damage spoilage and pilferage

bull Assist in marketing ndash Function

Education Reinforce Brandhellip

bull Regulation

bull Cost Effective

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 7: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Wholesale markets

-Other farmers

-Restaurants caterers food trucks

-Grocery stores and other food retailers

-Schools

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Wholesale markets

-Hospitals

-Other institutions

-Food manufacturer

-Distributor

-Others (event planners gift buyers etc)

Pricing is different for different wholesale type outlets

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Retail markets

-Farmers market

-On-farm market

-Roadside stand

-Off-farm retail market

Pricing varies depending on location competition

brand management and more

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Retail markets

-CSA

-Agritourism

-PYO or CYO

-Others (online sales delivery routes

buyers club etc)

Pricing varies depending on location competition

brand management and more

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Wisconsin

Local Food

Marketing Guide httpgoosuedumarketlocalfood

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps Passion

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

What feeds your business mind

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

What is Passion

Websterhellip

Intense driving or overmastering feeling

or conviction

A strong liking or desire for or devotion to

some activity object or concept

Anything passionate about 4$1 beets

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Selling Passion Itrsquos more

Fun

Profitable

Rewarding

bull Itrsquos less

bull Stressful

bull Frustrating

bull Testinghellip

Yummy Peppers - $500qt YES

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Itrsquos all about me

Without passion you

donrsquot have energy with

out energy you have

nothing

mdash Donald Trump

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Passion vs Frustration

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Move forward

with confidence

You never achieve

success unless you like

what you are doing

mdash Dale Carnegie

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Reflection with the team

Yes you all have a team

Why do we want to do this

What might frustrate us

What excites us

How can we make sure our

decisions are the right ones

Mission Why am I in business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Developing a Brand for

Your new Business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

6th Grade Science Class

Conditioned Response

= +

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

= Your Logo is the bell

They own part of every

3 year oldrsquos brain

Even though you might disagree with a company

you can learn from their marketing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Branding the country lifestyle

ldquoOut Herehellipyoull find callused hands and

uncalloused minds The rural lifestyle

Sure its a lot of work but the payoff is a

clear conscience going to bed a good

kind of tired and the satisfaction that

comes from getting the job done

yourself

Washington Post ndash ldquoA Paradise Unpavedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

The Experience Economy

The memory itself becomes the product

Can we go backwards and keep experience

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Defining Your Brand

Logo

Color scheme

Buildings Employees Ads Displays

Customer Service Packaging

Everything

are you rustic split rail colonial picket or

Kentucky style white-board fences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

our brand must identify us in each and every way we

communicate

All Five Senses

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Start with mission

Ask the tough questions

What are my values

Where do I want to be

Will this be full time

How will I grow

Develop your marketing plan

around this mission

How do I develop my brand

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Breaking Down Marketing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

1 PEOPLE

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People

Customers can you think like them

You amp Your business goalscapabilities

Product

Place

Promotion

Plan amp Process

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Demographics

Psychographics

Loyalty

Ladder Consumers

Wholesale Buyers

Other Influential People

What do you know about who they are whatrsquos important to them where they get information what pains them and how they behave

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Reasons for Buying Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Willingness to Pay for Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Demographics Food Consumption + wwwohiomarketmakercom

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Simmonsreg Food Lifestyle

Segmentation System On-the-go Convenience and Ease Reformed Traditionals Variety on a Budget True Foodies Weekend Cooks

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer The Boomer Reality

Control more than 12 of grocery dollars by 2015

SilverLink Segmentation

Attitudes and Behaviors of 50+ Population

Secure

Conscientious

Preoccupied

Unconcerned

Resistant

Resigned

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Local Demographics Nielsenrsquos PRIZM segmentation system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer The 3 most important things about marketing to

restaurants may be ldquoCommunication

Communication Communicationrdquo

Producers need to understand chefsrsquo needs and

feedback they receive from their customers

ldquoThe plates are coming back cleanrdquo

bullA Chicago chefrsquos observation about a change in

salad greens led one farm to developing their

signature mesculin product

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer producers to be acquainted with the lsquotypesrsquo of food their customers prefer

you to understand their customers and how you can provide them with a remarkable product amp experience

producers to understand how a restaurant grocery store or school dining service operates

to be able to reach producers directly for their product needs just as easily as they would reach wholesalers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Secondary Information

Reliability amp Relevance

Proprietary

Observation

Survey

Interviews

Testing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer How Wayward Seed

Listens to Customers

During the CSA

season our

recipe page is

the third most

visited page on

our websitehellip

httpwaywardseedcomcsa

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

2 PRODUCTS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product Product selection and supply

Packaging amp Labeling

Pricing Invoicing amp Payments

Place

Promotion

Plan amp Process wwwohioproudcomdocsproduceavailabilitypdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product selection and supply

What productsservices hellip do you offer

Quality amp Attributes

Quantity

Product depth or breadth

Timing

Specialized vs commoditized

Perceived Value + hellip TRENDS

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Trends

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwrestaurantorgNews-ResearchResearchWhat-s-Hot

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpwwwrestaurantorgDownloadsPDFsNews-ResearchWhatsHotWhat-s-Hot-

2014-supplementpdf

Dark Greens (Restaurant Association) +Plant-based protein market growth

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Mushrooms (Progressive Grocer)

httpwwwprogressivegrocercominprintar

ticleid6659mad-for-mushrooms

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Cauliflower (NPR)

httpwwwnprorg20140105259788506eating-tea-and-other-food-predictions-

for-2014sc=twampcc=share

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Proudly Imperfect (JWT 100 things to watch in 2014)

100 Things to watch in 2014 wwwjwtintelligencecom201312100-watch-

2014axzz2qYlGlNlS

httpwwwslidesharenetjwtintelligencejwt-100-things-to-watch-in-2014

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Snacks

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

On-the-go consumers Last year one in five best-selling new foods were either bite-sized or handheld 45 percent of consumers want snacks that can be eaten on the go (IRI 2012 Wyatt 2013)

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Lempert Report - 2 Trend

Better for You Snacking The NPD Group

found that as snacking increased so did

an individuals overall diet quality Healthy

options are on the rise Look for

supermarkets to replace high-sugar high-

fat snacks at the checkout with healthier

on-the-go offerings

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Millennial Snackers hellip rapidly expanding trend of eating

between meals especially among

Millennials

(generally defined as 18-34-year-olds)

IFT Food Technology

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Tasting Menus

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Agritourism Experiences Public visits farms

farmers markets wineries breweries community

festivals or other enterprises

bull Recreation - Experiencing the out of doors

bull Entertainment Adventure Celebration

bull Educational heritage or recreational activitiesrsquo

bull Shopping ndash Retail Therapy

bull Eating locally grown or locally prepared food

bull Taking a guided tour (+Virtual Visits)

bull Overnight stays ndash BampB cabin cottage hellip

bull Sense-sational Experiences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

bull Protection against damage spoilage and pilferage

bull Assist in marketing ndash Function

Education Reinforce Brandhellip

bull Regulation

bull Cost Effective

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 8: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Wholesale markets

-Hospitals

-Other institutions

-Food manufacturer

-Distributor

-Others (event planners gift buyers etc)

Pricing is different for different wholesale type outlets

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Retail markets

-Farmers market

-On-farm market

-Roadside stand

-Off-farm retail market

Pricing varies depending on location competition

brand management and more

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Retail markets

-CSA

-Agritourism

-PYO or CYO

-Others (online sales delivery routes

buyers club etc)

Pricing varies depending on location competition

brand management and more

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Wisconsin

Local Food

Marketing Guide httpgoosuedumarketlocalfood

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps Passion

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

What feeds your business mind

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

What is Passion

Websterhellip

Intense driving or overmastering feeling

or conviction

A strong liking or desire for or devotion to

some activity object or concept

Anything passionate about 4$1 beets

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Selling Passion Itrsquos more

Fun

Profitable

Rewarding

bull Itrsquos less

bull Stressful

bull Frustrating

bull Testinghellip

Yummy Peppers - $500qt YES

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Itrsquos all about me

Without passion you

donrsquot have energy with

out energy you have

nothing

mdash Donald Trump

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Passion vs Frustration

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Move forward

with confidence

You never achieve

success unless you like

what you are doing

mdash Dale Carnegie

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Reflection with the team

Yes you all have a team

Why do we want to do this

What might frustrate us

What excites us

How can we make sure our

decisions are the right ones

Mission Why am I in business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Developing a Brand for

Your new Business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

6th Grade Science Class

Conditioned Response

= +

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

= Your Logo is the bell

They own part of every

3 year oldrsquos brain

Even though you might disagree with a company

you can learn from their marketing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Branding the country lifestyle

ldquoOut Herehellipyoull find callused hands and

uncalloused minds The rural lifestyle

Sure its a lot of work but the payoff is a

clear conscience going to bed a good

kind of tired and the satisfaction that

comes from getting the job done

yourself

Washington Post ndash ldquoA Paradise Unpavedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

The Experience Economy

The memory itself becomes the product

Can we go backwards and keep experience

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Defining Your Brand

Logo

Color scheme

Buildings Employees Ads Displays

Customer Service Packaging

Everything

are you rustic split rail colonial picket or

Kentucky style white-board fences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

our brand must identify us in each and every way we

communicate

All Five Senses

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Start with mission

Ask the tough questions

What are my values

Where do I want to be

Will this be full time

How will I grow

Develop your marketing plan

around this mission

How do I develop my brand

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Breaking Down Marketing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

1 PEOPLE

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People

Customers can you think like them

You amp Your business goalscapabilities

Product

Place

Promotion

Plan amp Process

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Demographics

Psychographics

Loyalty

Ladder Consumers

Wholesale Buyers

Other Influential People

What do you know about who they are whatrsquos important to them where they get information what pains them and how they behave

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Reasons for Buying Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Willingness to Pay for Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Demographics Food Consumption + wwwohiomarketmakercom

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Simmonsreg Food Lifestyle

Segmentation System On-the-go Convenience and Ease Reformed Traditionals Variety on a Budget True Foodies Weekend Cooks

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer The Boomer Reality

Control more than 12 of grocery dollars by 2015

SilverLink Segmentation

Attitudes and Behaviors of 50+ Population

Secure

Conscientious

Preoccupied

Unconcerned

Resistant

Resigned

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Local Demographics Nielsenrsquos PRIZM segmentation system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer The 3 most important things about marketing to

restaurants may be ldquoCommunication

Communication Communicationrdquo

Producers need to understand chefsrsquo needs and

feedback they receive from their customers

ldquoThe plates are coming back cleanrdquo

bullA Chicago chefrsquos observation about a change in

salad greens led one farm to developing their

signature mesculin product

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer producers to be acquainted with the lsquotypesrsquo of food their customers prefer

you to understand their customers and how you can provide them with a remarkable product amp experience

producers to understand how a restaurant grocery store or school dining service operates

to be able to reach producers directly for their product needs just as easily as they would reach wholesalers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Secondary Information

Reliability amp Relevance

Proprietary

Observation

Survey

Interviews

Testing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer How Wayward Seed

Listens to Customers

During the CSA

season our

recipe page is

the third most

visited page on

our websitehellip

httpwaywardseedcomcsa

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

2 PRODUCTS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product Product selection and supply

Packaging amp Labeling

Pricing Invoicing amp Payments

Place

Promotion

Plan amp Process wwwohioproudcomdocsproduceavailabilitypdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product selection and supply

What productsservices hellip do you offer

Quality amp Attributes

Quantity

Product depth or breadth

Timing

Specialized vs commoditized

Perceived Value + hellip TRENDS

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Trends

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwrestaurantorgNews-ResearchResearchWhat-s-Hot

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpwwwrestaurantorgDownloadsPDFsNews-ResearchWhatsHotWhat-s-Hot-

2014-supplementpdf

Dark Greens (Restaurant Association) +Plant-based protein market growth

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Mushrooms (Progressive Grocer)

httpwwwprogressivegrocercominprintar

ticleid6659mad-for-mushrooms

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Cauliflower (NPR)

httpwwwnprorg20140105259788506eating-tea-and-other-food-predictions-

for-2014sc=twampcc=share

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Proudly Imperfect (JWT 100 things to watch in 2014)

100 Things to watch in 2014 wwwjwtintelligencecom201312100-watch-

2014axzz2qYlGlNlS

httpwwwslidesharenetjwtintelligencejwt-100-things-to-watch-in-2014

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Snacks

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

On-the-go consumers Last year one in five best-selling new foods were either bite-sized or handheld 45 percent of consumers want snacks that can be eaten on the go (IRI 2012 Wyatt 2013)

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Lempert Report - 2 Trend

Better for You Snacking The NPD Group

found that as snacking increased so did

an individuals overall diet quality Healthy

options are on the rise Look for

supermarkets to replace high-sugar high-

fat snacks at the checkout with healthier

on-the-go offerings

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Millennial Snackers hellip rapidly expanding trend of eating

between meals especially among

Millennials

(generally defined as 18-34-year-olds)

IFT Food Technology

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Tasting Menus

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Agritourism Experiences Public visits farms

farmers markets wineries breweries community

festivals or other enterprises

bull Recreation - Experiencing the out of doors

bull Entertainment Adventure Celebration

bull Educational heritage or recreational activitiesrsquo

bull Shopping ndash Retail Therapy

bull Eating locally grown or locally prepared food

bull Taking a guided tour (+Virtual Visits)

bull Overnight stays ndash BampB cabin cottage hellip

bull Sense-sational Experiences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

bull Protection against damage spoilage and pilferage

bull Assist in marketing ndash Function

Education Reinforce Brandhellip

bull Regulation

bull Cost Effective

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 9: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Retail markets

-Farmers market

-On-farm market

-Roadside stand

-Off-farm retail market

Pricing varies depending on location competition

brand management and more

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Retail markets

-CSA

-Agritourism

-PYO or CYO

-Others (online sales delivery routes

buyers club etc)

Pricing varies depending on location competition

brand management and more

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Wisconsin

Local Food

Marketing Guide httpgoosuedumarketlocalfood

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps Passion

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

What feeds your business mind

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

What is Passion

Websterhellip

Intense driving or overmastering feeling

or conviction

A strong liking or desire for or devotion to

some activity object or concept

Anything passionate about 4$1 beets

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Selling Passion Itrsquos more

Fun

Profitable

Rewarding

bull Itrsquos less

bull Stressful

bull Frustrating

bull Testinghellip

Yummy Peppers - $500qt YES

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Itrsquos all about me

Without passion you

donrsquot have energy with

out energy you have

nothing

mdash Donald Trump

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Passion vs Frustration

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Move forward

with confidence

You never achieve

success unless you like

what you are doing

mdash Dale Carnegie

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Reflection with the team

Yes you all have a team

Why do we want to do this

What might frustrate us

What excites us

How can we make sure our

decisions are the right ones

Mission Why am I in business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Developing a Brand for

Your new Business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

6th Grade Science Class

Conditioned Response

= +

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

= Your Logo is the bell

They own part of every

3 year oldrsquos brain

Even though you might disagree with a company

you can learn from their marketing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Branding the country lifestyle

ldquoOut Herehellipyoull find callused hands and

uncalloused minds The rural lifestyle

Sure its a lot of work but the payoff is a

clear conscience going to bed a good

kind of tired and the satisfaction that

comes from getting the job done

yourself

Washington Post ndash ldquoA Paradise Unpavedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

The Experience Economy

The memory itself becomes the product

Can we go backwards and keep experience

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Defining Your Brand

Logo

Color scheme

Buildings Employees Ads Displays

Customer Service Packaging

Everything

are you rustic split rail colonial picket or

Kentucky style white-board fences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

our brand must identify us in each and every way we

communicate

All Five Senses

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Start with mission

Ask the tough questions

What are my values

Where do I want to be

Will this be full time

How will I grow

Develop your marketing plan

around this mission

How do I develop my brand

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Breaking Down Marketing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

1 PEOPLE

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People

Customers can you think like them

You amp Your business goalscapabilities

Product

Place

Promotion

Plan amp Process

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Demographics

Psychographics

Loyalty

Ladder Consumers

Wholesale Buyers

Other Influential People

What do you know about who they are whatrsquos important to them where they get information what pains them and how they behave

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Reasons for Buying Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Willingness to Pay for Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Demographics Food Consumption + wwwohiomarketmakercom

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Simmonsreg Food Lifestyle

Segmentation System On-the-go Convenience and Ease Reformed Traditionals Variety on a Budget True Foodies Weekend Cooks

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer The Boomer Reality

Control more than 12 of grocery dollars by 2015

SilverLink Segmentation

Attitudes and Behaviors of 50+ Population

Secure

Conscientious

Preoccupied

Unconcerned

Resistant

Resigned

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Local Demographics Nielsenrsquos PRIZM segmentation system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer The 3 most important things about marketing to

restaurants may be ldquoCommunication

Communication Communicationrdquo

Producers need to understand chefsrsquo needs and

feedback they receive from their customers

ldquoThe plates are coming back cleanrdquo

bullA Chicago chefrsquos observation about a change in

salad greens led one farm to developing their

signature mesculin product

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer producers to be acquainted with the lsquotypesrsquo of food their customers prefer

you to understand their customers and how you can provide them with a remarkable product amp experience

producers to understand how a restaurant grocery store or school dining service operates

to be able to reach producers directly for their product needs just as easily as they would reach wholesalers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Secondary Information

Reliability amp Relevance

Proprietary

Observation

Survey

Interviews

Testing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer How Wayward Seed

Listens to Customers

During the CSA

season our

recipe page is

the third most

visited page on

our websitehellip

httpwaywardseedcomcsa

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

2 PRODUCTS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product Product selection and supply

Packaging amp Labeling

Pricing Invoicing amp Payments

Place

Promotion

Plan amp Process wwwohioproudcomdocsproduceavailabilitypdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product selection and supply

What productsservices hellip do you offer

Quality amp Attributes

Quantity

Product depth or breadth

Timing

Specialized vs commoditized

Perceived Value + hellip TRENDS

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Trends

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwrestaurantorgNews-ResearchResearchWhat-s-Hot

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpwwwrestaurantorgDownloadsPDFsNews-ResearchWhatsHotWhat-s-Hot-

2014-supplementpdf

Dark Greens (Restaurant Association) +Plant-based protein market growth

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Mushrooms (Progressive Grocer)

httpwwwprogressivegrocercominprintar

ticleid6659mad-for-mushrooms

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Cauliflower (NPR)

httpwwwnprorg20140105259788506eating-tea-and-other-food-predictions-

for-2014sc=twampcc=share

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Proudly Imperfect (JWT 100 things to watch in 2014)

100 Things to watch in 2014 wwwjwtintelligencecom201312100-watch-

2014axzz2qYlGlNlS

httpwwwslidesharenetjwtintelligencejwt-100-things-to-watch-in-2014

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Snacks

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

On-the-go consumers Last year one in five best-selling new foods were either bite-sized or handheld 45 percent of consumers want snacks that can be eaten on the go (IRI 2012 Wyatt 2013)

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Lempert Report - 2 Trend

Better for You Snacking The NPD Group

found that as snacking increased so did

an individuals overall diet quality Healthy

options are on the rise Look for

supermarkets to replace high-sugar high-

fat snacks at the checkout with healthier

on-the-go offerings

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Millennial Snackers hellip rapidly expanding trend of eating

between meals especially among

Millennials

(generally defined as 18-34-year-olds)

IFT Food Technology

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Tasting Menus

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Agritourism Experiences Public visits farms

farmers markets wineries breweries community

festivals or other enterprises

bull Recreation - Experiencing the out of doors

bull Entertainment Adventure Celebration

bull Educational heritage or recreational activitiesrsquo

bull Shopping ndash Retail Therapy

bull Eating locally grown or locally prepared food

bull Taking a guided tour (+Virtual Visits)

bull Overnight stays ndash BampB cabin cottage hellip

bull Sense-sational Experiences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

bull Protection against damage spoilage and pilferage

bull Assist in marketing ndash Function

Education Reinforce Brandhellip

bull Regulation

bull Cost Effective

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 10: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Retail markets

-CSA

-Agritourism

-PYO or CYO

-Others (online sales delivery routes

buyers club etc)

Pricing varies depending on location competition

brand management and more

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Wisconsin

Local Food

Marketing Guide httpgoosuedumarketlocalfood

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps Passion

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

What feeds your business mind

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

What is Passion

Websterhellip

Intense driving or overmastering feeling

or conviction

A strong liking or desire for or devotion to

some activity object or concept

Anything passionate about 4$1 beets

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Selling Passion Itrsquos more

Fun

Profitable

Rewarding

bull Itrsquos less

bull Stressful

bull Frustrating

bull Testinghellip

Yummy Peppers - $500qt YES

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Itrsquos all about me

Without passion you

donrsquot have energy with

out energy you have

nothing

mdash Donald Trump

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Passion vs Frustration

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Move forward

with confidence

You never achieve

success unless you like

what you are doing

mdash Dale Carnegie

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Reflection with the team

Yes you all have a team

Why do we want to do this

What might frustrate us

What excites us

How can we make sure our

decisions are the right ones

Mission Why am I in business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Developing a Brand for

Your new Business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

6th Grade Science Class

Conditioned Response

= +

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

= Your Logo is the bell

They own part of every

3 year oldrsquos brain

Even though you might disagree with a company

you can learn from their marketing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Branding the country lifestyle

ldquoOut Herehellipyoull find callused hands and

uncalloused minds The rural lifestyle

Sure its a lot of work but the payoff is a

clear conscience going to bed a good

kind of tired and the satisfaction that

comes from getting the job done

yourself

Washington Post ndash ldquoA Paradise Unpavedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

The Experience Economy

The memory itself becomes the product

Can we go backwards and keep experience

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Defining Your Brand

Logo

Color scheme

Buildings Employees Ads Displays

Customer Service Packaging

Everything

are you rustic split rail colonial picket or

Kentucky style white-board fences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

our brand must identify us in each and every way we

communicate

All Five Senses

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Start with mission

Ask the tough questions

What are my values

Where do I want to be

Will this be full time

How will I grow

Develop your marketing plan

around this mission

How do I develop my brand

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Breaking Down Marketing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

1 PEOPLE

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People

Customers can you think like them

You amp Your business goalscapabilities

Product

Place

Promotion

Plan amp Process

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Demographics

Psychographics

Loyalty

Ladder Consumers

Wholesale Buyers

Other Influential People

What do you know about who they are whatrsquos important to them where they get information what pains them and how they behave

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Reasons for Buying Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Willingness to Pay for Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Demographics Food Consumption + wwwohiomarketmakercom

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Simmonsreg Food Lifestyle

Segmentation System On-the-go Convenience and Ease Reformed Traditionals Variety on a Budget True Foodies Weekend Cooks

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer The Boomer Reality

Control more than 12 of grocery dollars by 2015

SilverLink Segmentation

Attitudes and Behaviors of 50+ Population

Secure

Conscientious

Preoccupied

Unconcerned

Resistant

Resigned

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Local Demographics Nielsenrsquos PRIZM segmentation system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer The 3 most important things about marketing to

restaurants may be ldquoCommunication

Communication Communicationrdquo

Producers need to understand chefsrsquo needs and

feedback they receive from their customers

ldquoThe plates are coming back cleanrdquo

bullA Chicago chefrsquos observation about a change in

salad greens led one farm to developing their

signature mesculin product

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer producers to be acquainted with the lsquotypesrsquo of food their customers prefer

you to understand their customers and how you can provide them with a remarkable product amp experience

producers to understand how a restaurant grocery store or school dining service operates

to be able to reach producers directly for their product needs just as easily as they would reach wholesalers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Secondary Information

Reliability amp Relevance

Proprietary

Observation

Survey

Interviews

Testing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer How Wayward Seed

Listens to Customers

During the CSA

season our

recipe page is

the third most

visited page on

our websitehellip

httpwaywardseedcomcsa

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

2 PRODUCTS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product Product selection and supply

Packaging amp Labeling

Pricing Invoicing amp Payments

Place

Promotion

Plan amp Process wwwohioproudcomdocsproduceavailabilitypdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product selection and supply

What productsservices hellip do you offer

Quality amp Attributes

Quantity

Product depth or breadth

Timing

Specialized vs commoditized

Perceived Value + hellip TRENDS

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Trends

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwrestaurantorgNews-ResearchResearchWhat-s-Hot

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpwwwrestaurantorgDownloadsPDFsNews-ResearchWhatsHotWhat-s-Hot-

2014-supplementpdf

Dark Greens (Restaurant Association) +Plant-based protein market growth

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Mushrooms (Progressive Grocer)

httpwwwprogressivegrocercominprintar

ticleid6659mad-for-mushrooms

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Cauliflower (NPR)

httpwwwnprorg20140105259788506eating-tea-and-other-food-predictions-

for-2014sc=twampcc=share

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Proudly Imperfect (JWT 100 things to watch in 2014)

100 Things to watch in 2014 wwwjwtintelligencecom201312100-watch-

2014axzz2qYlGlNlS

httpwwwslidesharenetjwtintelligencejwt-100-things-to-watch-in-2014

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Snacks

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

On-the-go consumers Last year one in five best-selling new foods were either bite-sized or handheld 45 percent of consumers want snacks that can be eaten on the go (IRI 2012 Wyatt 2013)

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Lempert Report - 2 Trend

Better for You Snacking The NPD Group

found that as snacking increased so did

an individuals overall diet quality Healthy

options are on the rise Look for

supermarkets to replace high-sugar high-

fat snacks at the checkout with healthier

on-the-go offerings

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Millennial Snackers hellip rapidly expanding trend of eating

between meals especially among

Millennials

(generally defined as 18-34-year-olds)

IFT Food Technology

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Tasting Menus

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Agritourism Experiences Public visits farms

farmers markets wineries breweries community

festivals or other enterprises

bull Recreation - Experiencing the out of doors

bull Entertainment Adventure Celebration

bull Educational heritage or recreational activitiesrsquo

bull Shopping ndash Retail Therapy

bull Eating locally grown or locally prepared food

bull Taking a guided tour (+Virtual Visits)

bull Overnight stays ndash BampB cabin cottage hellip

bull Sense-sational Experiences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

bull Protection against damage spoilage and pilferage

bull Assist in marketing ndash Function

Education Reinforce Brandhellip

bull Regulation

bull Cost Effective

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 11: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Wisconsin

Local Food

Marketing Guide httpgoosuedumarketlocalfood

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps Passion

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

What feeds your business mind

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

What is Passion

Websterhellip

Intense driving or overmastering feeling

or conviction

A strong liking or desire for or devotion to

some activity object or concept

Anything passionate about 4$1 beets

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Selling Passion Itrsquos more

Fun

Profitable

Rewarding

bull Itrsquos less

bull Stressful

bull Frustrating

bull Testinghellip

Yummy Peppers - $500qt YES

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Itrsquos all about me

Without passion you

donrsquot have energy with

out energy you have

nothing

mdash Donald Trump

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Passion vs Frustration

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Move forward

with confidence

You never achieve

success unless you like

what you are doing

mdash Dale Carnegie

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Reflection with the team

Yes you all have a team

Why do we want to do this

What might frustrate us

What excites us

How can we make sure our

decisions are the right ones

Mission Why am I in business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Developing a Brand for

Your new Business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

6th Grade Science Class

Conditioned Response

= +

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

= Your Logo is the bell

They own part of every

3 year oldrsquos brain

Even though you might disagree with a company

you can learn from their marketing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Branding the country lifestyle

ldquoOut Herehellipyoull find callused hands and

uncalloused minds The rural lifestyle

Sure its a lot of work but the payoff is a

clear conscience going to bed a good

kind of tired and the satisfaction that

comes from getting the job done

yourself

Washington Post ndash ldquoA Paradise Unpavedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

The Experience Economy

The memory itself becomes the product

Can we go backwards and keep experience

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Defining Your Brand

Logo

Color scheme

Buildings Employees Ads Displays

Customer Service Packaging

Everything

are you rustic split rail colonial picket or

Kentucky style white-board fences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

our brand must identify us in each and every way we

communicate

All Five Senses

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Start with mission

Ask the tough questions

What are my values

Where do I want to be

Will this be full time

How will I grow

Develop your marketing plan

around this mission

How do I develop my brand

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Breaking Down Marketing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

1 PEOPLE

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People

Customers can you think like them

You amp Your business goalscapabilities

Product

Place

Promotion

Plan amp Process

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Demographics

Psychographics

Loyalty

Ladder Consumers

Wholesale Buyers

Other Influential People

What do you know about who they are whatrsquos important to them where they get information what pains them and how they behave

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Reasons for Buying Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Willingness to Pay for Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Demographics Food Consumption + wwwohiomarketmakercom

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Simmonsreg Food Lifestyle

Segmentation System On-the-go Convenience and Ease Reformed Traditionals Variety on a Budget True Foodies Weekend Cooks

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer The Boomer Reality

Control more than 12 of grocery dollars by 2015

SilverLink Segmentation

Attitudes and Behaviors of 50+ Population

Secure

Conscientious

Preoccupied

Unconcerned

Resistant

Resigned

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Local Demographics Nielsenrsquos PRIZM segmentation system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer The 3 most important things about marketing to

restaurants may be ldquoCommunication

Communication Communicationrdquo

Producers need to understand chefsrsquo needs and

feedback they receive from their customers

ldquoThe plates are coming back cleanrdquo

bullA Chicago chefrsquos observation about a change in

salad greens led one farm to developing their

signature mesculin product

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer producers to be acquainted with the lsquotypesrsquo of food their customers prefer

you to understand their customers and how you can provide them with a remarkable product amp experience

producers to understand how a restaurant grocery store or school dining service operates

to be able to reach producers directly for their product needs just as easily as they would reach wholesalers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Secondary Information

Reliability amp Relevance

Proprietary

Observation

Survey

Interviews

Testing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer How Wayward Seed

Listens to Customers

During the CSA

season our

recipe page is

the third most

visited page on

our websitehellip

httpwaywardseedcomcsa

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

2 PRODUCTS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product Product selection and supply

Packaging amp Labeling

Pricing Invoicing amp Payments

Place

Promotion

Plan amp Process wwwohioproudcomdocsproduceavailabilitypdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product selection and supply

What productsservices hellip do you offer

Quality amp Attributes

Quantity

Product depth or breadth

Timing

Specialized vs commoditized

Perceived Value + hellip TRENDS

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Trends

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwrestaurantorgNews-ResearchResearchWhat-s-Hot

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpwwwrestaurantorgDownloadsPDFsNews-ResearchWhatsHotWhat-s-Hot-

2014-supplementpdf

Dark Greens (Restaurant Association) +Plant-based protein market growth

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Mushrooms (Progressive Grocer)

httpwwwprogressivegrocercominprintar

ticleid6659mad-for-mushrooms

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Cauliflower (NPR)

httpwwwnprorg20140105259788506eating-tea-and-other-food-predictions-

for-2014sc=twampcc=share

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Proudly Imperfect (JWT 100 things to watch in 2014)

100 Things to watch in 2014 wwwjwtintelligencecom201312100-watch-

2014axzz2qYlGlNlS

httpwwwslidesharenetjwtintelligencejwt-100-things-to-watch-in-2014

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Snacks

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

On-the-go consumers Last year one in five best-selling new foods were either bite-sized or handheld 45 percent of consumers want snacks that can be eaten on the go (IRI 2012 Wyatt 2013)

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Lempert Report - 2 Trend

Better for You Snacking The NPD Group

found that as snacking increased so did

an individuals overall diet quality Healthy

options are on the rise Look for

supermarkets to replace high-sugar high-

fat snacks at the checkout with healthier

on-the-go offerings

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Millennial Snackers hellip rapidly expanding trend of eating

between meals especially among

Millennials

(generally defined as 18-34-year-olds)

IFT Food Technology

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Tasting Menus

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Agritourism Experiences Public visits farms

farmers markets wineries breweries community

festivals or other enterprises

bull Recreation - Experiencing the out of doors

bull Entertainment Adventure Celebration

bull Educational heritage or recreational activitiesrsquo

bull Shopping ndash Retail Therapy

bull Eating locally grown or locally prepared food

bull Taking a guided tour (+Virtual Visits)

bull Overnight stays ndash BampB cabin cottage hellip

bull Sense-sational Experiences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

bull Protection against damage spoilage and pilferage

bull Assist in marketing ndash Function

Education Reinforce Brandhellip

bull Regulation

bull Cost Effective

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 12: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps Passion

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

What feeds your business mind

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

What is Passion

Websterhellip

Intense driving or overmastering feeling

or conviction

A strong liking or desire for or devotion to

some activity object or concept

Anything passionate about 4$1 beets

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Selling Passion Itrsquos more

Fun

Profitable

Rewarding

bull Itrsquos less

bull Stressful

bull Frustrating

bull Testinghellip

Yummy Peppers - $500qt YES

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Itrsquos all about me

Without passion you

donrsquot have energy with

out energy you have

nothing

mdash Donald Trump

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Passion vs Frustration

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Move forward

with confidence

You never achieve

success unless you like

what you are doing

mdash Dale Carnegie

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Reflection with the team

Yes you all have a team

Why do we want to do this

What might frustrate us

What excites us

How can we make sure our

decisions are the right ones

Mission Why am I in business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Developing a Brand for

Your new Business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

6th Grade Science Class

Conditioned Response

= +

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

= Your Logo is the bell

They own part of every

3 year oldrsquos brain

Even though you might disagree with a company

you can learn from their marketing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Branding the country lifestyle

ldquoOut Herehellipyoull find callused hands and

uncalloused minds The rural lifestyle

Sure its a lot of work but the payoff is a

clear conscience going to bed a good

kind of tired and the satisfaction that

comes from getting the job done

yourself

Washington Post ndash ldquoA Paradise Unpavedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

The Experience Economy

The memory itself becomes the product

Can we go backwards and keep experience

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Defining Your Brand

Logo

Color scheme

Buildings Employees Ads Displays

Customer Service Packaging

Everything

are you rustic split rail colonial picket or

Kentucky style white-board fences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

our brand must identify us in each and every way we

communicate

All Five Senses

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Start with mission

Ask the tough questions

What are my values

Where do I want to be

Will this be full time

How will I grow

Develop your marketing plan

around this mission

How do I develop my brand

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Breaking Down Marketing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

1 PEOPLE

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People

Customers can you think like them

You amp Your business goalscapabilities

Product

Place

Promotion

Plan amp Process

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Demographics

Psychographics

Loyalty

Ladder Consumers

Wholesale Buyers

Other Influential People

What do you know about who they are whatrsquos important to them where they get information what pains them and how they behave

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Reasons for Buying Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Willingness to Pay for Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Demographics Food Consumption + wwwohiomarketmakercom

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Simmonsreg Food Lifestyle

Segmentation System On-the-go Convenience and Ease Reformed Traditionals Variety on a Budget True Foodies Weekend Cooks

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer The Boomer Reality

Control more than 12 of grocery dollars by 2015

SilverLink Segmentation

Attitudes and Behaviors of 50+ Population

Secure

Conscientious

Preoccupied

Unconcerned

Resistant

Resigned

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Local Demographics Nielsenrsquos PRIZM segmentation system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer The 3 most important things about marketing to

restaurants may be ldquoCommunication

Communication Communicationrdquo

Producers need to understand chefsrsquo needs and

feedback they receive from their customers

ldquoThe plates are coming back cleanrdquo

bullA Chicago chefrsquos observation about a change in

salad greens led one farm to developing their

signature mesculin product

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer producers to be acquainted with the lsquotypesrsquo of food their customers prefer

you to understand their customers and how you can provide them with a remarkable product amp experience

producers to understand how a restaurant grocery store or school dining service operates

to be able to reach producers directly for their product needs just as easily as they would reach wholesalers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Secondary Information

Reliability amp Relevance

Proprietary

Observation

Survey

Interviews

Testing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer How Wayward Seed

Listens to Customers

During the CSA

season our

recipe page is

the third most

visited page on

our websitehellip

httpwaywardseedcomcsa

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

2 PRODUCTS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product Product selection and supply

Packaging amp Labeling

Pricing Invoicing amp Payments

Place

Promotion

Plan amp Process wwwohioproudcomdocsproduceavailabilitypdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product selection and supply

What productsservices hellip do you offer

Quality amp Attributes

Quantity

Product depth or breadth

Timing

Specialized vs commoditized

Perceived Value + hellip TRENDS

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Trends

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwrestaurantorgNews-ResearchResearchWhat-s-Hot

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpwwwrestaurantorgDownloadsPDFsNews-ResearchWhatsHotWhat-s-Hot-

2014-supplementpdf

Dark Greens (Restaurant Association) +Plant-based protein market growth

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Mushrooms (Progressive Grocer)

httpwwwprogressivegrocercominprintar

ticleid6659mad-for-mushrooms

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Cauliflower (NPR)

httpwwwnprorg20140105259788506eating-tea-and-other-food-predictions-

for-2014sc=twampcc=share

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Proudly Imperfect (JWT 100 things to watch in 2014)

100 Things to watch in 2014 wwwjwtintelligencecom201312100-watch-

2014axzz2qYlGlNlS

httpwwwslidesharenetjwtintelligencejwt-100-things-to-watch-in-2014

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Snacks

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

On-the-go consumers Last year one in five best-selling new foods were either bite-sized or handheld 45 percent of consumers want snacks that can be eaten on the go (IRI 2012 Wyatt 2013)

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Lempert Report - 2 Trend

Better for You Snacking The NPD Group

found that as snacking increased so did

an individuals overall diet quality Healthy

options are on the rise Look for

supermarkets to replace high-sugar high-

fat snacks at the checkout with healthier

on-the-go offerings

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Millennial Snackers hellip rapidly expanding trend of eating

between meals especially among

Millennials

(generally defined as 18-34-year-olds)

IFT Food Technology

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Tasting Menus

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Agritourism Experiences Public visits farms

farmers markets wineries breweries community

festivals or other enterprises

bull Recreation - Experiencing the out of doors

bull Entertainment Adventure Celebration

bull Educational heritage or recreational activitiesrsquo

bull Shopping ndash Retail Therapy

bull Eating locally grown or locally prepared food

bull Taking a guided tour (+Virtual Visits)

bull Overnight stays ndash BampB cabin cottage hellip

bull Sense-sational Experiences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

bull Protection against damage spoilage and pilferage

bull Assist in marketing ndash Function

Education Reinforce Brandhellip

bull Regulation

bull Cost Effective

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 13: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

What feeds your business mind

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

What is Passion

Websterhellip

Intense driving or overmastering feeling

or conviction

A strong liking or desire for or devotion to

some activity object or concept

Anything passionate about 4$1 beets

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Selling Passion Itrsquos more

Fun

Profitable

Rewarding

bull Itrsquos less

bull Stressful

bull Frustrating

bull Testinghellip

Yummy Peppers - $500qt YES

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Itrsquos all about me

Without passion you

donrsquot have energy with

out energy you have

nothing

mdash Donald Trump

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Passion vs Frustration

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Move forward

with confidence

You never achieve

success unless you like

what you are doing

mdash Dale Carnegie

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Reflection with the team

Yes you all have a team

Why do we want to do this

What might frustrate us

What excites us

How can we make sure our

decisions are the right ones

Mission Why am I in business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Developing a Brand for

Your new Business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

6th Grade Science Class

Conditioned Response

= +

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

= Your Logo is the bell

They own part of every

3 year oldrsquos brain

Even though you might disagree with a company

you can learn from their marketing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Branding the country lifestyle

ldquoOut Herehellipyoull find callused hands and

uncalloused minds The rural lifestyle

Sure its a lot of work but the payoff is a

clear conscience going to bed a good

kind of tired and the satisfaction that

comes from getting the job done

yourself

Washington Post ndash ldquoA Paradise Unpavedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

The Experience Economy

The memory itself becomes the product

Can we go backwards and keep experience

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Defining Your Brand

Logo

Color scheme

Buildings Employees Ads Displays

Customer Service Packaging

Everything

are you rustic split rail colonial picket or

Kentucky style white-board fences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

our brand must identify us in each and every way we

communicate

All Five Senses

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Start with mission

Ask the tough questions

What are my values

Where do I want to be

Will this be full time

How will I grow

Develop your marketing plan

around this mission

How do I develop my brand

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Breaking Down Marketing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

1 PEOPLE

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People

Customers can you think like them

You amp Your business goalscapabilities

Product

Place

Promotion

Plan amp Process

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Demographics

Psychographics

Loyalty

Ladder Consumers

Wholesale Buyers

Other Influential People

What do you know about who they are whatrsquos important to them where they get information what pains them and how they behave

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Reasons for Buying Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Willingness to Pay for Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Demographics Food Consumption + wwwohiomarketmakercom

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Simmonsreg Food Lifestyle

Segmentation System On-the-go Convenience and Ease Reformed Traditionals Variety on a Budget True Foodies Weekend Cooks

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer The Boomer Reality

Control more than 12 of grocery dollars by 2015

SilverLink Segmentation

Attitudes and Behaviors of 50+ Population

Secure

Conscientious

Preoccupied

Unconcerned

Resistant

Resigned

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Local Demographics Nielsenrsquos PRIZM segmentation system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer The 3 most important things about marketing to

restaurants may be ldquoCommunication

Communication Communicationrdquo

Producers need to understand chefsrsquo needs and

feedback they receive from their customers

ldquoThe plates are coming back cleanrdquo

bullA Chicago chefrsquos observation about a change in

salad greens led one farm to developing their

signature mesculin product

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer producers to be acquainted with the lsquotypesrsquo of food their customers prefer

you to understand their customers and how you can provide them with a remarkable product amp experience

producers to understand how a restaurant grocery store or school dining service operates

to be able to reach producers directly for their product needs just as easily as they would reach wholesalers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Secondary Information

Reliability amp Relevance

Proprietary

Observation

Survey

Interviews

Testing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer How Wayward Seed

Listens to Customers

During the CSA

season our

recipe page is

the third most

visited page on

our websitehellip

httpwaywardseedcomcsa

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

2 PRODUCTS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product Product selection and supply

Packaging amp Labeling

Pricing Invoicing amp Payments

Place

Promotion

Plan amp Process wwwohioproudcomdocsproduceavailabilitypdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product selection and supply

What productsservices hellip do you offer

Quality amp Attributes

Quantity

Product depth or breadth

Timing

Specialized vs commoditized

Perceived Value + hellip TRENDS

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Trends

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwrestaurantorgNews-ResearchResearchWhat-s-Hot

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpwwwrestaurantorgDownloadsPDFsNews-ResearchWhatsHotWhat-s-Hot-

2014-supplementpdf

Dark Greens (Restaurant Association) +Plant-based protein market growth

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Mushrooms (Progressive Grocer)

httpwwwprogressivegrocercominprintar

ticleid6659mad-for-mushrooms

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Cauliflower (NPR)

httpwwwnprorg20140105259788506eating-tea-and-other-food-predictions-

for-2014sc=twampcc=share

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Proudly Imperfect (JWT 100 things to watch in 2014)

100 Things to watch in 2014 wwwjwtintelligencecom201312100-watch-

2014axzz2qYlGlNlS

httpwwwslidesharenetjwtintelligencejwt-100-things-to-watch-in-2014

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Snacks

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

On-the-go consumers Last year one in five best-selling new foods were either bite-sized or handheld 45 percent of consumers want snacks that can be eaten on the go (IRI 2012 Wyatt 2013)

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Lempert Report - 2 Trend

Better for You Snacking The NPD Group

found that as snacking increased so did

an individuals overall diet quality Healthy

options are on the rise Look for

supermarkets to replace high-sugar high-

fat snacks at the checkout with healthier

on-the-go offerings

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Millennial Snackers hellip rapidly expanding trend of eating

between meals especially among

Millennials

(generally defined as 18-34-year-olds)

IFT Food Technology

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Tasting Menus

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Agritourism Experiences Public visits farms

farmers markets wineries breweries community

festivals or other enterprises

bull Recreation - Experiencing the out of doors

bull Entertainment Adventure Celebration

bull Educational heritage or recreational activitiesrsquo

bull Shopping ndash Retail Therapy

bull Eating locally grown or locally prepared food

bull Taking a guided tour (+Virtual Visits)

bull Overnight stays ndash BampB cabin cottage hellip

bull Sense-sational Experiences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

bull Protection against damage spoilage and pilferage

bull Assist in marketing ndash Function

Education Reinforce Brandhellip

bull Regulation

bull Cost Effective

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 14: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

What is Passion

Websterhellip

Intense driving or overmastering feeling

or conviction

A strong liking or desire for or devotion to

some activity object or concept

Anything passionate about 4$1 beets

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Selling Passion Itrsquos more

Fun

Profitable

Rewarding

bull Itrsquos less

bull Stressful

bull Frustrating

bull Testinghellip

Yummy Peppers - $500qt YES

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Itrsquos all about me

Without passion you

donrsquot have energy with

out energy you have

nothing

mdash Donald Trump

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Passion vs Frustration

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Move forward

with confidence

You never achieve

success unless you like

what you are doing

mdash Dale Carnegie

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Reflection with the team

Yes you all have a team

Why do we want to do this

What might frustrate us

What excites us

How can we make sure our

decisions are the right ones

Mission Why am I in business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Developing a Brand for

Your new Business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

6th Grade Science Class

Conditioned Response

= +

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

= Your Logo is the bell

They own part of every

3 year oldrsquos brain

Even though you might disagree with a company

you can learn from their marketing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Branding the country lifestyle

ldquoOut Herehellipyoull find callused hands and

uncalloused minds The rural lifestyle

Sure its a lot of work but the payoff is a

clear conscience going to bed a good

kind of tired and the satisfaction that

comes from getting the job done

yourself

Washington Post ndash ldquoA Paradise Unpavedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

The Experience Economy

The memory itself becomes the product

Can we go backwards and keep experience

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Defining Your Brand

Logo

Color scheme

Buildings Employees Ads Displays

Customer Service Packaging

Everything

are you rustic split rail colonial picket or

Kentucky style white-board fences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

our brand must identify us in each and every way we

communicate

All Five Senses

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Start with mission

Ask the tough questions

What are my values

Where do I want to be

Will this be full time

How will I grow

Develop your marketing plan

around this mission

How do I develop my brand

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Breaking Down Marketing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

1 PEOPLE

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People

Customers can you think like them

You amp Your business goalscapabilities

Product

Place

Promotion

Plan amp Process

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Demographics

Psychographics

Loyalty

Ladder Consumers

Wholesale Buyers

Other Influential People

What do you know about who they are whatrsquos important to them where they get information what pains them and how they behave

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Reasons for Buying Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Willingness to Pay for Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Demographics Food Consumption + wwwohiomarketmakercom

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Simmonsreg Food Lifestyle

Segmentation System On-the-go Convenience and Ease Reformed Traditionals Variety on a Budget True Foodies Weekend Cooks

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer The Boomer Reality

Control more than 12 of grocery dollars by 2015

SilverLink Segmentation

Attitudes and Behaviors of 50+ Population

Secure

Conscientious

Preoccupied

Unconcerned

Resistant

Resigned

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Local Demographics Nielsenrsquos PRIZM segmentation system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer The 3 most important things about marketing to

restaurants may be ldquoCommunication

Communication Communicationrdquo

Producers need to understand chefsrsquo needs and

feedback they receive from their customers

ldquoThe plates are coming back cleanrdquo

bullA Chicago chefrsquos observation about a change in

salad greens led one farm to developing their

signature mesculin product

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer producers to be acquainted with the lsquotypesrsquo of food their customers prefer

you to understand their customers and how you can provide them with a remarkable product amp experience

producers to understand how a restaurant grocery store or school dining service operates

to be able to reach producers directly for their product needs just as easily as they would reach wholesalers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Secondary Information

Reliability amp Relevance

Proprietary

Observation

Survey

Interviews

Testing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer How Wayward Seed

Listens to Customers

During the CSA

season our

recipe page is

the third most

visited page on

our websitehellip

httpwaywardseedcomcsa

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

2 PRODUCTS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product Product selection and supply

Packaging amp Labeling

Pricing Invoicing amp Payments

Place

Promotion

Plan amp Process wwwohioproudcomdocsproduceavailabilitypdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product selection and supply

What productsservices hellip do you offer

Quality amp Attributes

Quantity

Product depth or breadth

Timing

Specialized vs commoditized

Perceived Value + hellip TRENDS

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Trends

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwrestaurantorgNews-ResearchResearchWhat-s-Hot

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpwwwrestaurantorgDownloadsPDFsNews-ResearchWhatsHotWhat-s-Hot-

2014-supplementpdf

Dark Greens (Restaurant Association) +Plant-based protein market growth

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Mushrooms (Progressive Grocer)

httpwwwprogressivegrocercominprintar

ticleid6659mad-for-mushrooms

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Cauliflower (NPR)

httpwwwnprorg20140105259788506eating-tea-and-other-food-predictions-

for-2014sc=twampcc=share

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Proudly Imperfect (JWT 100 things to watch in 2014)

100 Things to watch in 2014 wwwjwtintelligencecom201312100-watch-

2014axzz2qYlGlNlS

httpwwwslidesharenetjwtintelligencejwt-100-things-to-watch-in-2014

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Snacks

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

On-the-go consumers Last year one in five best-selling new foods were either bite-sized or handheld 45 percent of consumers want snacks that can be eaten on the go (IRI 2012 Wyatt 2013)

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Lempert Report - 2 Trend

Better for You Snacking The NPD Group

found that as snacking increased so did

an individuals overall diet quality Healthy

options are on the rise Look for

supermarkets to replace high-sugar high-

fat snacks at the checkout with healthier

on-the-go offerings

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Millennial Snackers hellip rapidly expanding trend of eating

between meals especially among

Millennials

(generally defined as 18-34-year-olds)

IFT Food Technology

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Tasting Menus

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Agritourism Experiences Public visits farms

farmers markets wineries breweries community

festivals or other enterprises

bull Recreation - Experiencing the out of doors

bull Entertainment Adventure Celebration

bull Educational heritage or recreational activitiesrsquo

bull Shopping ndash Retail Therapy

bull Eating locally grown or locally prepared food

bull Taking a guided tour (+Virtual Visits)

bull Overnight stays ndash BampB cabin cottage hellip

bull Sense-sational Experiences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

bull Protection against damage spoilage and pilferage

bull Assist in marketing ndash Function

Education Reinforce Brandhellip

bull Regulation

bull Cost Effective

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 15: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Selling Passion Itrsquos more

Fun

Profitable

Rewarding

bull Itrsquos less

bull Stressful

bull Frustrating

bull Testinghellip

Yummy Peppers - $500qt YES

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Itrsquos all about me

Without passion you

donrsquot have energy with

out energy you have

nothing

mdash Donald Trump

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Passion vs Frustration

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Move forward

with confidence

You never achieve

success unless you like

what you are doing

mdash Dale Carnegie

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Reflection with the team

Yes you all have a team

Why do we want to do this

What might frustrate us

What excites us

How can we make sure our

decisions are the right ones

Mission Why am I in business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Developing a Brand for

Your new Business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

6th Grade Science Class

Conditioned Response

= +

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

= Your Logo is the bell

They own part of every

3 year oldrsquos brain

Even though you might disagree with a company

you can learn from their marketing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Branding the country lifestyle

ldquoOut Herehellipyoull find callused hands and

uncalloused minds The rural lifestyle

Sure its a lot of work but the payoff is a

clear conscience going to bed a good

kind of tired and the satisfaction that

comes from getting the job done

yourself

Washington Post ndash ldquoA Paradise Unpavedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

The Experience Economy

The memory itself becomes the product

Can we go backwards and keep experience

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Defining Your Brand

Logo

Color scheme

Buildings Employees Ads Displays

Customer Service Packaging

Everything

are you rustic split rail colonial picket or

Kentucky style white-board fences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

our brand must identify us in each and every way we

communicate

All Five Senses

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Start with mission

Ask the tough questions

What are my values

Where do I want to be

Will this be full time

How will I grow

Develop your marketing plan

around this mission

How do I develop my brand

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Breaking Down Marketing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

1 PEOPLE

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People

Customers can you think like them

You amp Your business goalscapabilities

Product

Place

Promotion

Plan amp Process

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Demographics

Psychographics

Loyalty

Ladder Consumers

Wholesale Buyers

Other Influential People

What do you know about who they are whatrsquos important to them where they get information what pains them and how they behave

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Reasons for Buying Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Willingness to Pay for Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Demographics Food Consumption + wwwohiomarketmakercom

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Simmonsreg Food Lifestyle

Segmentation System On-the-go Convenience and Ease Reformed Traditionals Variety on a Budget True Foodies Weekend Cooks

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer The Boomer Reality

Control more than 12 of grocery dollars by 2015

SilverLink Segmentation

Attitudes and Behaviors of 50+ Population

Secure

Conscientious

Preoccupied

Unconcerned

Resistant

Resigned

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Local Demographics Nielsenrsquos PRIZM segmentation system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer The 3 most important things about marketing to

restaurants may be ldquoCommunication

Communication Communicationrdquo

Producers need to understand chefsrsquo needs and

feedback they receive from their customers

ldquoThe plates are coming back cleanrdquo

bullA Chicago chefrsquos observation about a change in

salad greens led one farm to developing their

signature mesculin product

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer producers to be acquainted with the lsquotypesrsquo of food their customers prefer

you to understand their customers and how you can provide them with a remarkable product amp experience

producers to understand how a restaurant grocery store or school dining service operates

to be able to reach producers directly for their product needs just as easily as they would reach wholesalers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Secondary Information

Reliability amp Relevance

Proprietary

Observation

Survey

Interviews

Testing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer How Wayward Seed

Listens to Customers

During the CSA

season our

recipe page is

the third most

visited page on

our websitehellip

httpwaywardseedcomcsa

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

2 PRODUCTS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product Product selection and supply

Packaging amp Labeling

Pricing Invoicing amp Payments

Place

Promotion

Plan amp Process wwwohioproudcomdocsproduceavailabilitypdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product selection and supply

What productsservices hellip do you offer

Quality amp Attributes

Quantity

Product depth or breadth

Timing

Specialized vs commoditized

Perceived Value + hellip TRENDS

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Trends

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwrestaurantorgNews-ResearchResearchWhat-s-Hot

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpwwwrestaurantorgDownloadsPDFsNews-ResearchWhatsHotWhat-s-Hot-

2014-supplementpdf

Dark Greens (Restaurant Association) +Plant-based protein market growth

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Mushrooms (Progressive Grocer)

httpwwwprogressivegrocercominprintar

ticleid6659mad-for-mushrooms

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Cauliflower (NPR)

httpwwwnprorg20140105259788506eating-tea-and-other-food-predictions-

for-2014sc=twampcc=share

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Proudly Imperfect (JWT 100 things to watch in 2014)

100 Things to watch in 2014 wwwjwtintelligencecom201312100-watch-

2014axzz2qYlGlNlS

httpwwwslidesharenetjwtintelligencejwt-100-things-to-watch-in-2014

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Snacks

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

On-the-go consumers Last year one in five best-selling new foods were either bite-sized or handheld 45 percent of consumers want snacks that can be eaten on the go (IRI 2012 Wyatt 2013)

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Lempert Report - 2 Trend

Better for You Snacking The NPD Group

found that as snacking increased so did

an individuals overall diet quality Healthy

options are on the rise Look for

supermarkets to replace high-sugar high-

fat snacks at the checkout with healthier

on-the-go offerings

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Millennial Snackers hellip rapidly expanding trend of eating

between meals especially among

Millennials

(generally defined as 18-34-year-olds)

IFT Food Technology

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Tasting Menus

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Agritourism Experiences Public visits farms

farmers markets wineries breweries community

festivals or other enterprises

bull Recreation - Experiencing the out of doors

bull Entertainment Adventure Celebration

bull Educational heritage or recreational activitiesrsquo

bull Shopping ndash Retail Therapy

bull Eating locally grown or locally prepared food

bull Taking a guided tour (+Virtual Visits)

bull Overnight stays ndash BampB cabin cottage hellip

bull Sense-sational Experiences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

bull Protection against damage spoilage and pilferage

bull Assist in marketing ndash Function

Education Reinforce Brandhellip

bull Regulation

bull Cost Effective

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 16: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Itrsquos all about me

Without passion you

donrsquot have energy with

out energy you have

nothing

mdash Donald Trump

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Passion vs Frustration

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Move forward

with confidence

You never achieve

success unless you like

what you are doing

mdash Dale Carnegie

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Reflection with the team

Yes you all have a team

Why do we want to do this

What might frustrate us

What excites us

How can we make sure our

decisions are the right ones

Mission Why am I in business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Developing a Brand for

Your new Business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

6th Grade Science Class

Conditioned Response

= +

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

= Your Logo is the bell

They own part of every

3 year oldrsquos brain

Even though you might disagree with a company

you can learn from their marketing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Branding the country lifestyle

ldquoOut Herehellipyoull find callused hands and

uncalloused minds The rural lifestyle

Sure its a lot of work but the payoff is a

clear conscience going to bed a good

kind of tired and the satisfaction that

comes from getting the job done

yourself

Washington Post ndash ldquoA Paradise Unpavedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

The Experience Economy

The memory itself becomes the product

Can we go backwards and keep experience

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Defining Your Brand

Logo

Color scheme

Buildings Employees Ads Displays

Customer Service Packaging

Everything

are you rustic split rail colonial picket or

Kentucky style white-board fences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

our brand must identify us in each and every way we

communicate

All Five Senses

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Start with mission

Ask the tough questions

What are my values

Where do I want to be

Will this be full time

How will I grow

Develop your marketing plan

around this mission

How do I develop my brand

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Breaking Down Marketing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

1 PEOPLE

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People

Customers can you think like them

You amp Your business goalscapabilities

Product

Place

Promotion

Plan amp Process

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Demographics

Psychographics

Loyalty

Ladder Consumers

Wholesale Buyers

Other Influential People

What do you know about who they are whatrsquos important to them where they get information what pains them and how they behave

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Reasons for Buying Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Willingness to Pay for Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Demographics Food Consumption + wwwohiomarketmakercom

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Simmonsreg Food Lifestyle

Segmentation System On-the-go Convenience and Ease Reformed Traditionals Variety on a Budget True Foodies Weekend Cooks

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer The Boomer Reality

Control more than 12 of grocery dollars by 2015

SilverLink Segmentation

Attitudes and Behaviors of 50+ Population

Secure

Conscientious

Preoccupied

Unconcerned

Resistant

Resigned

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Local Demographics Nielsenrsquos PRIZM segmentation system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer The 3 most important things about marketing to

restaurants may be ldquoCommunication

Communication Communicationrdquo

Producers need to understand chefsrsquo needs and

feedback they receive from their customers

ldquoThe plates are coming back cleanrdquo

bullA Chicago chefrsquos observation about a change in

salad greens led one farm to developing their

signature mesculin product

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer producers to be acquainted with the lsquotypesrsquo of food their customers prefer

you to understand their customers and how you can provide them with a remarkable product amp experience

producers to understand how a restaurant grocery store or school dining service operates

to be able to reach producers directly for their product needs just as easily as they would reach wholesalers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Secondary Information

Reliability amp Relevance

Proprietary

Observation

Survey

Interviews

Testing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer How Wayward Seed

Listens to Customers

During the CSA

season our

recipe page is

the third most

visited page on

our websitehellip

httpwaywardseedcomcsa

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

2 PRODUCTS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product Product selection and supply

Packaging amp Labeling

Pricing Invoicing amp Payments

Place

Promotion

Plan amp Process wwwohioproudcomdocsproduceavailabilitypdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product selection and supply

What productsservices hellip do you offer

Quality amp Attributes

Quantity

Product depth or breadth

Timing

Specialized vs commoditized

Perceived Value + hellip TRENDS

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Trends

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwrestaurantorgNews-ResearchResearchWhat-s-Hot

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpwwwrestaurantorgDownloadsPDFsNews-ResearchWhatsHotWhat-s-Hot-

2014-supplementpdf

Dark Greens (Restaurant Association) +Plant-based protein market growth

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Mushrooms (Progressive Grocer)

httpwwwprogressivegrocercominprintar

ticleid6659mad-for-mushrooms

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Cauliflower (NPR)

httpwwwnprorg20140105259788506eating-tea-and-other-food-predictions-

for-2014sc=twampcc=share

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Proudly Imperfect (JWT 100 things to watch in 2014)

100 Things to watch in 2014 wwwjwtintelligencecom201312100-watch-

2014axzz2qYlGlNlS

httpwwwslidesharenetjwtintelligencejwt-100-things-to-watch-in-2014

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Snacks

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

On-the-go consumers Last year one in five best-selling new foods were either bite-sized or handheld 45 percent of consumers want snacks that can be eaten on the go (IRI 2012 Wyatt 2013)

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Lempert Report - 2 Trend

Better for You Snacking The NPD Group

found that as snacking increased so did

an individuals overall diet quality Healthy

options are on the rise Look for

supermarkets to replace high-sugar high-

fat snacks at the checkout with healthier

on-the-go offerings

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Millennial Snackers hellip rapidly expanding trend of eating

between meals especially among

Millennials

(generally defined as 18-34-year-olds)

IFT Food Technology

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Tasting Menus

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Agritourism Experiences Public visits farms

farmers markets wineries breweries community

festivals or other enterprises

bull Recreation - Experiencing the out of doors

bull Entertainment Adventure Celebration

bull Educational heritage or recreational activitiesrsquo

bull Shopping ndash Retail Therapy

bull Eating locally grown or locally prepared food

bull Taking a guided tour (+Virtual Visits)

bull Overnight stays ndash BampB cabin cottage hellip

bull Sense-sational Experiences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

bull Protection against damage spoilage and pilferage

bull Assist in marketing ndash Function

Education Reinforce Brandhellip

bull Regulation

bull Cost Effective

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 17: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Passion vs Frustration

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Move forward

with confidence

You never achieve

success unless you like

what you are doing

mdash Dale Carnegie

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Reflection with the team

Yes you all have a team

Why do we want to do this

What might frustrate us

What excites us

How can we make sure our

decisions are the right ones

Mission Why am I in business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Developing a Brand for

Your new Business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

6th Grade Science Class

Conditioned Response

= +

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

= Your Logo is the bell

They own part of every

3 year oldrsquos brain

Even though you might disagree with a company

you can learn from their marketing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Branding the country lifestyle

ldquoOut Herehellipyoull find callused hands and

uncalloused minds The rural lifestyle

Sure its a lot of work but the payoff is a

clear conscience going to bed a good

kind of tired and the satisfaction that

comes from getting the job done

yourself

Washington Post ndash ldquoA Paradise Unpavedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

The Experience Economy

The memory itself becomes the product

Can we go backwards and keep experience

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Defining Your Brand

Logo

Color scheme

Buildings Employees Ads Displays

Customer Service Packaging

Everything

are you rustic split rail colonial picket or

Kentucky style white-board fences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

our brand must identify us in each and every way we

communicate

All Five Senses

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Start with mission

Ask the tough questions

What are my values

Where do I want to be

Will this be full time

How will I grow

Develop your marketing plan

around this mission

How do I develop my brand

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Breaking Down Marketing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

1 PEOPLE

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People

Customers can you think like them

You amp Your business goalscapabilities

Product

Place

Promotion

Plan amp Process

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Demographics

Psychographics

Loyalty

Ladder Consumers

Wholesale Buyers

Other Influential People

What do you know about who they are whatrsquos important to them where they get information what pains them and how they behave

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Reasons for Buying Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Willingness to Pay for Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Demographics Food Consumption + wwwohiomarketmakercom

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Simmonsreg Food Lifestyle

Segmentation System On-the-go Convenience and Ease Reformed Traditionals Variety on a Budget True Foodies Weekend Cooks

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer The Boomer Reality

Control more than 12 of grocery dollars by 2015

SilverLink Segmentation

Attitudes and Behaviors of 50+ Population

Secure

Conscientious

Preoccupied

Unconcerned

Resistant

Resigned

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Local Demographics Nielsenrsquos PRIZM segmentation system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer The 3 most important things about marketing to

restaurants may be ldquoCommunication

Communication Communicationrdquo

Producers need to understand chefsrsquo needs and

feedback they receive from their customers

ldquoThe plates are coming back cleanrdquo

bullA Chicago chefrsquos observation about a change in

salad greens led one farm to developing their

signature mesculin product

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer producers to be acquainted with the lsquotypesrsquo of food their customers prefer

you to understand their customers and how you can provide them with a remarkable product amp experience

producers to understand how a restaurant grocery store or school dining service operates

to be able to reach producers directly for their product needs just as easily as they would reach wholesalers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Secondary Information

Reliability amp Relevance

Proprietary

Observation

Survey

Interviews

Testing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer How Wayward Seed

Listens to Customers

During the CSA

season our

recipe page is

the third most

visited page on

our websitehellip

httpwaywardseedcomcsa

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

2 PRODUCTS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product Product selection and supply

Packaging amp Labeling

Pricing Invoicing amp Payments

Place

Promotion

Plan amp Process wwwohioproudcomdocsproduceavailabilitypdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product selection and supply

What productsservices hellip do you offer

Quality amp Attributes

Quantity

Product depth or breadth

Timing

Specialized vs commoditized

Perceived Value + hellip TRENDS

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Trends

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwrestaurantorgNews-ResearchResearchWhat-s-Hot

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpwwwrestaurantorgDownloadsPDFsNews-ResearchWhatsHotWhat-s-Hot-

2014-supplementpdf

Dark Greens (Restaurant Association) +Plant-based protein market growth

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Mushrooms (Progressive Grocer)

httpwwwprogressivegrocercominprintar

ticleid6659mad-for-mushrooms

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Cauliflower (NPR)

httpwwwnprorg20140105259788506eating-tea-and-other-food-predictions-

for-2014sc=twampcc=share

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Proudly Imperfect (JWT 100 things to watch in 2014)

100 Things to watch in 2014 wwwjwtintelligencecom201312100-watch-

2014axzz2qYlGlNlS

httpwwwslidesharenetjwtintelligencejwt-100-things-to-watch-in-2014

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Snacks

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

On-the-go consumers Last year one in five best-selling new foods were either bite-sized or handheld 45 percent of consumers want snacks that can be eaten on the go (IRI 2012 Wyatt 2013)

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Lempert Report - 2 Trend

Better for You Snacking The NPD Group

found that as snacking increased so did

an individuals overall diet quality Healthy

options are on the rise Look for

supermarkets to replace high-sugar high-

fat snacks at the checkout with healthier

on-the-go offerings

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Millennial Snackers hellip rapidly expanding trend of eating

between meals especially among

Millennials

(generally defined as 18-34-year-olds)

IFT Food Technology

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Tasting Menus

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Agritourism Experiences Public visits farms

farmers markets wineries breweries community

festivals or other enterprises

bull Recreation - Experiencing the out of doors

bull Entertainment Adventure Celebration

bull Educational heritage or recreational activitiesrsquo

bull Shopping ndash Retail Therapy

bull Eating locally grown or locally prepared food

bull Taking a guided tour (+Virtual Visits)

bull Overnight stays ndash BampB cabin cottage hellip

bull Sense-sational Experiences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

bull Protection against damage spoilage and pilferage

bull Assist in marketing ndash Function

Education Reinforce Brandhellip

bull Regulation

bull Cost Effective

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 18: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Move forward

with confidence

You never achieve

success unless you like

what you are doing

mdash Dale Carnegie

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Reflection with the team

Yes you all have a team

Why do we want to do this

What might frustrate us

What excites us

How can we make sure our

decisions are the right ones

Mission Why am I in business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Developing a Brand for

Your new Business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

6th Grade Science Class

Conditioned Response

= +

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

= Your Logo is the bell

They own part of every

3 year oldrsquos brain

Even though you might disagree with a company

you can learn from their marketing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Branding the country lifestyle

ldquoOut Herehellipyoull find callused hands and

uncalloused minds The rural lifestyle

Sure its a lot of work but the payoff is a

clear conscience going to bed a good

kind of tired and the satisfaction that

comes from getting the job done

yourself

Washington Post ndash ldquoA Paradise Unpavedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

The Experience Economy

The memory itself becomes the product

Can we go backwards and keep experience

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Defining Your Brand

Logo

Color scheme

Buildings Employees Ads Displays

Customer Service Packaging

Everything

are you rustic split rail colonial picket or

Kentucky style white-board fences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

our brand must identify us in each and every way we

communicate

All Five Senses

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Start with mission

Ask the tough questions

What are my values

Where do I want to be

Will this be full time

How will I grow

Develop your marketing plan

around this mission

How do I develop my brand

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Breaking Down Marketing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

1 PEOPLE

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People

Customers can you think like them

You amp Your business goalscapabilities

Product

Place

Promotion

Plan amp Process

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Demographics

Psychographics

Loyalty

Ladder Consumers

Wholesale Buyers

Other Influential People

What do you know about who they are whatrsquos important to them where they get information what pains them and how they behave

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Reasons for Buying Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Willingness to Pay for Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Demographics Food Consumption + wwwohiomarketmakercom

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Simmonsreg Food Lifestyle

Segmentation System On-the-go Convenience and Ease Reformed Traditionals Variety on a Budget True Foodies Weekend Cooks

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer The Boomer Reality

Control more than 12 of grocery dollars by 2015

SilverLink Segmentation

Attitudes and Behaviors of 50+ Population

Secure

Conscientious

Preoccupied

Unconcerned

Resistant

Resigned

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Local Demographics Nielsenrsquos PRIZM segmentation system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer The 3 most important things about marketing to

restaurants may be ldquoCommunication

Communication Communicationrdquo

Producers need to understand chefsrsquo needs and

feedback they receive from their customers

ldquoThe plates are coming back cleanrdquo

bullA Chicago chefrsquos observation about a change in

salad greens led one farm to developing their

signature mesculin product

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer producers to be acquainted with the lsquotypesrsquo of food their customers prefer

you to understand their customers and how you can provide them with a remarkable product amp experience

producers to understand how a restaurant grocery store or school dining service operates

to be able to reach producers directly for their product needs just as easily as they would reach wholesalers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Secondary Information

Reliability amp Relevance

Proprietary

Observation

Survey

Interviews

Testing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer How Wayward Seed

Listens to Customers

During the CSA

season our

recipe page is

the third most

visited page on

our websitehellip

httpwaywardseedcomcsa

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

2 PRODUCTS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product Product selection and supply

Packaging amp Labeling

Pricing Invoicing amp Payments

Place

Promotion

Plan amp Process wwwohioproudcomdocsproduceavailabilitypdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product selection and supply

What productsservices hellip do you offer

Quality amp Attributes

Quantity

Product depth or breadth

Timing

Specialized vs commoditized

Perceived Value + hellip TRENDS

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Trends

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwrestaurantorgNews-ResearchResearchWhat-s-Hot

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpwwwrestaurantorgDownloadsPDFsNews-ResearchWhatsHotWhat-s-Hot-

2014-supplementpdf

Dark Greens (Restaurant Association) +Plant-based protein market growth

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Mushrooms (Progressive Grocer)

httpwwwprogressivegrocercominprintar

ticleid6659mad-for-mushrooms

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Cauliflower (NPR)

httpwwwnprorg20140105259788506eating-tea-and-other-food-predictions-

for-2014sc=twampcc=share

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Proudly Imperfect (JWT 100 things to watch in 2014)

100 Things to watch in 2014 wwwjwtintelligencecom201312100-watch-

2014axzz2qYlGlNlS

httpwwwslidesharenetjwtintelligencejwt-100-things-to-watch-in-2014

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Snacks

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

On-the-go consumers Last year one in five best-selling new foods were either bite-sized or handheld 45 percent of consumers want snacks that can be eaten on the go (IRI 2012 Wyatt 2013)

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Lempert Report - 2 Trend

Better for You Snacking The NPD Group

found that as snacking increased so did

an individuals overall diet quality Healthy

options are on the rise Look for

supermarkets to replace high-sugar high-

fat snacks at the checkout with healthier

on-the-go offerings

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Millennial Snackers hellip rapidly expanding trend of eating

between meals especially among

Millennials

(generally defined as 18-34-year-olds)

IFT Food Technology

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Tasting Menus

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Agritourism Experiences Public visits farms

farmers markets wineries breweries community

festivals or other enterprises

bull Recreation - Experiencing the out of doors

bull Entertainment Adventure Celebration

bull Educational heritage or recreational activitiesrsquo

bull Shopping ndash Retail Therapy

bull Eating locally grown or locally prepared food

bull Taking a guided tour (+Virtual Visits)

bull Overnight stays ndash BampB cabin cottage hellip

bull Sense-sational Experiences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

bull Protection against damage spoilage and pilferage

bull Assist in marketing ndash Function

Education Reinforce Brandhellip

bull Regulation

bull Cost Effective

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 19: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Reflection with the team

Yes you all have a team

Why do we want to do this

What might frustrate us

What excites us

How can we make sure our

decisions are the right ones

Mission Why am I in business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Developing a Brand for

Your new Business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

6th Grade Science Class

Conditioned Response

= +

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

= Your Logo is the bell

They own part of every

3 year oldrsquos brain

Even though you might disagree with a company

you can learn from their marketing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Branding the country lifestyle

ldquoOut Herehellipyoull find callused hands and

uncalloused minds The rural lifestyle

Sure its a lot of work but the payoff is a

clear conscience going to bed a good

kind of tired and the satisfaction that

comes from getting the job done

yourself

Washington Post ndash ldquoA Paradise Unpavedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

The Experience Economy

The memory itself becomes the product

Can we go backwards and keep experience

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Defining Your Brand

Logo

Color scheme

Buildings Employees Ads Displays

Customer Service Packaging

Everything

are you rustic split rail colonial picket or

Kentucky style white-board fences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

our brand must identify us in each and every way we

communicate

All Five Senses

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Start with mission

Ask the tough questions

What are my values

Where do I want to be

Will this be full time

How will I grow

Develop your marketing plan

around this mission

How do I develop my brand

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Breaking Down Marketing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

1 PEOPLE

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People

Customers can you think like them

You amp Your business goalscapabilities

Product

Place

Promotion

Plan amp Process

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Demographics

Psychographics

Loyalty

Ladder Consumers

Wholesale Buyers

Other Influential People

What do you know about who they are whatrsquos important to them where they get information what pains them and how they behave

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Reasons for Buying Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Willingness to Pay for Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Demographics Food Consumption + wwwohiomarketmakercom

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Simmonsreg Food Lifestyle

Segmentation System On-the-go Convenience and Ease Reformed Traditionals Variety on a Budget True Foodies Weekend Cooks

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer The Boomer Reality

Control more than 12 of grocery dollars by 2015

SilverLink Segmentation

Attitudes and Behaviors of 50+ Population

Secure

Conscientious

Preoccupied

Unconcerned

Resistant

Resigned

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Local Demographics Nielsenrsquos PRIZM segmentation system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer The 3 most important things about marketing to

restaurants may be ldquoCommunication

Communication Communicationrdquo

Producers need to understand chefsrsquo needs and

feedback they receive from their customers

ldquoThe plates are coming back cleanrdquo

bullA Chicago chefrsquos observation about a change in

salad greens led one farm to developing their

signature mesculin product

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer producers to be acquainted with the lsquotypesrsquo of food their customers prefer

you to understand their customers and how you can provide them with a remarkable product amp experience

producers to understand how a restaurant grocery store or school dining service operates

to be able to reach producers directly for their product needs just as easily as they would reach wholesalers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Secondary Information

Reliability amp Relevance

Proprietary

Observation

Survey

Interviews

Testing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer How Wayward Seed

Listens to Customers

During the CSA

season our

recipe page is

the third most

visited page on

our websitehellip

httpwaywardseedcomcsa

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

2 PRODUCTS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product Product selection and supply

Packaging amp Labeling

Pricing Invoicing amp Payments

Place

Promotion

Plan amp Process wwwohioproudcomdocsproduceavailabilitypdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product selection and supply

What productsservices hellip do you offer

Quality amp Attributes

Quantity

Product depth or breadth

Timing

Specialized vs commoditized

Perceived Value + hellip TRENDS

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Trends

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwrestaurantorgNews-ResearchResearchWhat-s-Hot

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpwwwrestaurantorgDownloadsPDFsNews-ResearchWhatsHotWhat-s-Hot-

2014-supplementpdf

Dark Greens (Restaurant Association) +Plant-based protein market growth

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Mushrooms (Progressive Grocer)

httpwwwprogressivegrocercominprintar

ticleid6659mad-for-mushrooms

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Cauliflower (NPR)

httpwwwnprorg20140105259788506eating-tea-and-other-food-predictions-

for-2014sc=twampcc=share

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Proudly Imperfect (JWT 100 things to watch in 2014)

100 Things to watch in 2014 wwwjwtintelligencecom201312100-watch-

2014axzz2qYlGlNlS

httpwwwslidesharenetjwtintelligencejwt-100-things-to-watch-in-2014

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Snacks

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

On-the-go consumers Last year one in five best-selling new foods were either bite-sized or handheld 45 percent of consumers want snacks that can be eaten on the go (IRI 2012 Wyatt 2013)

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Lempert Report - 2 Trend

Better for You Snacking The NPD Group

found that as snacking increased so did

an individuals overall diet quality Healthy

options are on the rise Look for

supermarkets to replace high-sugar high-

fat snacks at the checkout with healthier

on-the-go offerings

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Millennial Snackers hellip rapidly expanding trend of eating

between meals especially among

Millennials

(generally defined as 18-34-year-olds)

IFT Food Technology

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Tasting Menus

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Agritourism Experiences Public visits farms

farmers markets wineries breweries community

festivals or other enterprises

bull Recreation - Experiencing the out of doors

bull Entertainment Adventure Celebration

bull Educational heritage or recreational activitiesrsquo

bull Shopping ndash Retail Therapy

bull Eating locally grown or locally prepared food

bull Taking a guided tour (+Virtual Visits)

bull Overnight stays ndash BampB cabin cottage hellip

bull Sense-sational Experiences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

bull Protection against damage spoilage and pilferage

bull Assist in marketing ndash Function

Education Reinforce Brandhellip

bull Regulation

bull Cost Effective

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 20: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Developing a Brand for

Your new Business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

6th Grade Science Class

Conditioned Response

= +

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

= Your Logo is the bell

They own part of every

3 year oldrsquos brain

Even though you might disagree with a company

you can learn from their marketing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Branding the country lifestyle

ldquoOut Herehellipyoull find callused hands and

uncalloused minds The rural lifestyle

Sure its a lot of work but the payoff is a

clear conscience going to bed a good

kind of tired and the satisfaction that

comes from getting the job done

yourself

Washington Post ndash ldquoA Paradise Unpavedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

The Experience Economy

The memory itself becomes the product

Can we go backwards and keep experience

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Defining Your Brand

Logo

Color scheme

Buildings Employees Ads Displays

Customer Service Packaging

Everything

are you rustic split rail colonial picket or

Kentucky style white-board fences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

our brand must identify us in each and every way we

communicate

All Five Senses

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Start with mission

Ask the tough questions

What are my values

Where do I want to be

Will this be full time

How will I grow

Develop your marketing plan

around this mission

How do I develop my brand

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Breaking Down Marketing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

1 PEOPLE

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People

Customers can you think like them

You amp Your business goalscapabilities

Product

Place

Promotion

Plan amp Process

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Demographics

Psychographics

Loyalty

Ladder Consumers

Wholesale Buyers

Other Influential People

What do you know about who they are whatrsquos important to them where they get information what pains them and how they behave

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Reasons for Buying Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Willingness to Pay for Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Demographics Food Consumption + wwwohiomarketmakercom

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Simmonsreg Food Lifestyle

Segmentation System On-the-go Convenience and Ease Reformed Traditionals Variety on a Budget True Foodies Weekend Cooks

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer The Boomer Reality

Control more than 12 of grocery dollars by 2015

SilverLink Segmentation

Attitudes and Behaviors of 50+ Population

Secure

Conscientious

Preoccupied

Unconcerned

Resistant

Resigned

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Local Demographics Nielsenrsquos PRIZM segmentation system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer The 3 most important things about marketing to

restaurants may be ldquoCommunication

Communication Communicationrdquo

Producers need to understand chefsrsquo needs and

feedback they receive from their customers

ldquoThe plates are coming back cleanrdquo

bullA Chicago chefrsquos observation about a change in

salad greens led one farm to developing their

signature mesculin product

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer producers to be acquainted with the lsquotypesrsquo of food their customers prefer

you to understand their customers and how you can provide them with a remarkable product amp experience

producers to understand how a restaurant grocery store or school dining service operates

to be able to reach producers directly for their product needs just as easily as they would reach wholesalers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Secondary Information

Reliability amp Relevance

Proprietary

Observation

Survey

Interviews

Testing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer How Wayward Seed

Listens to Customers

During the CSA

season our

recipe page is

the third most

visited page on

our websitehellip

httpwaywardseedcomcsa

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

2 PRODUCTS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product Product selection and supply

Packaging amp Labeling

Pricing Invoicing amp Payments

Place

Promotion

Plan amp Process wwwohioproudcomdocsproduceavailabilitypdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product selection and supply

What productsservices hellip do you offer

Quality amp Attributes

Quantity

Product depth or breadth

Timing

Specialized vs commoditized

Perceived Value + hellip TRENDS

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Trends

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwrestaurantorgNews-ResearchResearchWhat-s-Hot

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpwwwrestaurantorgDownloadsPDFsNews-ResearchWhatsHotWhat-s-Hot-

2014-supplementpdf

Dark Greens (Restaurant Association) +Plant-based protein market growth

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Mushrooms (Progressive Grocer)

httpwwwprogressivegrocercominprintar

ticleid6659mad-for-mushrooms

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Cauliflower (NPR)

httpwwwnprorg20140105259788506eating-tea-and-other-food-predictions-

for-2014sc=twampcc=share

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Proudly Imperfect (JWT 100 things to watch in 2014)

100 Things to watch in 2014 wwwjwtintelligencecom201312100-watch-

2014axzz2qYlGlNlS

httpwwwslidesharenetjwtintelligencejwt-100-things-to-watch-in-2014

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Snacks

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

On-the-go consumers Last year one in five best-selling new foods were either bite-sized or handheld 45 percent of consumers want snacks that can be eaten on the go (IRI 2012 Wyatt 2013)

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Lempert Report - 2 Trend

Better for You Snacking The NPD Group

found that as snacking increased so did

an individuals overall diet quality Healthy

options are on the rise Look for

supermarkets to replace high-sugar high-

fat snacks at the checkout with healthier

on-the-go offerings

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Millennial Snackers hellip rapidly expanding trend of eating

between meals especially among

Millennials

(generally defined as 18-34-year-olds)

IFT Food Technology

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Tasting Menus

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Agritourism Experiences Public visits farms

farmers markets wineries breweries community

festivals or other enterprises

bull Recreation - Experiencing the out of doors

bull Entertainment Adventure Celebration

bull Educational heritage or recreational activitiesrsquo

bull Shopping ndash Retail Therapy

bull Eating locally grown or locally prepared food

bull Taking a guided tour (+Virtual Visits)

bull Overnight stays ndash BampB cabin cottage hellip

bull Sense-sational Experiences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

bull Protection against damage spoilage and pilferage

bull Assist in marketing ndash Function

Education Reinforce Brandhellip

bull Regulation

bull Cost Effective

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 21: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

6th Grade Science Class

Conditioned Response

= +

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

= Your Logo is the bell

They own part of every

3 year oldrsquos brain

Even though you might disagree with a company

you can learn from their marketing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Branding the country lifestyle

ldquoOut Herehellipyoull find callused hands and

uncalloused minds The rural lifestyle

Sure its a lot of work but the payoff is a

clear conscience going to bed a good

kind of tired and the satisfaction that

comes from getting the job done

yourself

Washington Post ndash ldquoA Paradise Unpavedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

The Experience Economy

The memory itself becomes the product

Can we go backwards and keep experience

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Defining Your Brand

Logo

Color scheme

Buildings Employees Ads Displays

Customer Service Packaging

Everything

are you rustic split rail colonial picket or

Kentucky style white-board fences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

our brand must identify us in each and every way we

communicate

All Five Senses

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Start with mission

Ask the tough questions

What are my values

Where do I want to be

Will this be full time

How will I grow

Develop your marketing plan

around this mission

How do I develop my brand

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Breaking Down Marketing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

1 PEOPLE

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People

Customers can you think like them

You amp Your business goalscapabilities

Product

Place

Promotion

Plan amp Process

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Demographics

Psychographics

Loyalty

Ladder Consumers

Wholesale Buyers

Other Influential People

What do you know about who they are whatrsquos important to them where they get information what pains them and how they behave

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Reasons for Buying Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Willingness to Pay for Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Demographics Food Consumption + wwwohiomarketmakercom

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Simmonsreg Food Lifestyle

Segmentation System On-the-go Convenience and Ease Reformed Traditionals Variety on a Budget True Foodies Weekend Cooks

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer The Boomer Reality

Control more than 12 of grocery dollars by 2015

SilverLink Segmentation

Attitudes and Behaviors of 50+ Population

Secure

Conscientious

Preoccupied

Unconcerned

Resistant

Resigned

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Local Demographics Nielsenrsquos PRIZM segmentation system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer The 3 most important things about marketing to

restaurants may be ldquoCommunication

Communication Communicationrdquo

Producers need to understand chefsrsquo needs and

feedback they receive from their customers

ldquoThe plates are coming back cleanrdquo

bullA Chicago chefrsquos observation about a change in

salad greens led one farm to developing their

signature mesculin product

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer producers to be acquainted with the lsquotypesrsquo of food their customers prefer

you to understand their customers and how you can provide them with a remarkable product amp experience

producers to understand how a restaurant grocery store or school dining service operates

to be able to reach producers directly for their product needs just as easily as they would reach wholesalers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Secondary Information

Reliability amp Relevance

Proprietary

Observation

Survey

Interviews

Testing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer How Wayward Seed

Listens to Customers

During the CSA

season our

recipe page is

the third most

visited page on

our websitehellip

httpwaywardseedcomcsa

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

2 PRODUCTS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product Product selection and supply

Packaging amp Labeling

Pricing Invoicing amp Payments

Place

Promotion

Plan amp Process wwwohioproudcomdocsproduceavailabilitypdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product selection and supply

What productsservices hellip do you offer

Quality amp Attributes

Quantity

Product depth or breadth

Timing

Specialized vs commoditized

Perceived Value + hellip TRENDS

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Trends

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwrestaurantorgNews-ResearchResearchWhat-s-Hot

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpwwwrestaurantorgDownloadsPDFsNews-ResearchWhatsHotWhat-s-Hot-

2014-supplementpdf

Dark Greens (Restaurant Association) +Plant-based protein market growth

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Mushrooms (Progressive Grocer)

httpwwwprogressivegrocercominprintar

ticleid6659mad-for-mushrooms

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Cauliflower (NPR)

httpwwwnprorg20140105259788506eating-tea-and-other-food-predictions-

for-2014sc=twampcc=share

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Proudly Imperfect (JWT 100 things to watch in 2014)

100 Things to watch in 2014 wwwjwtintelligencecom201312100-watch-

2014axzz2qYlGlNlS

httpwwwslidesharenetjwtintelligencejwt-100-things-to-watch-in-2014

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Snacks

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

On-the-go consumers Last year one in five best-selling new foods were either bite-sized or handheld 45 percent of consumers want snacks that can be eaten on the go (IRI 2012 Wyatt 2013)

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Lempert Report - 2 Trend

Better for You Snacking The NPD Group

found that as snacking increased so did

an individuals overall diet quality Healthy

options are on the rise Look for

supermarkets to replace high-sugar high-

fat snacks at the checkout with healthier

on-the-go offerings

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Millennial Snackers hellip rapidly expanding trend of eating

between meals especially among

Millennials

(generally defined as 18-34-year-olds)

IFT Food Technology

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Tasting Menus

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Agritourism Experiences Public visits farms

farmers markets wineries breweries community

festivals or other enterprises

bull Recreation - Experiencing the out of doors

bull Entertainment Adventure Celebration

bull Educational heritage or recreational activitiesrsquo

bull Shopping ndash Retail Therapy

bull Eating locally grown or locally prepared food

bull Taking a guided tour (+Virtual Visits)

bull Overnight stays ndash BampB cabin cottage hellip

bull Sense-sational Experiences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

bull Protection against damage spoilage and pilferage

bull Assist in marketing ndash Function

Education Reinforce Brandhellip

bull Regulation

bull Cost Effective

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 22: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

6th Grade Science Class

Conditioned Response

= +

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

= Your Logo is the bell

They own part of every

3 year oldrsquos brain

Even though you might disagree with a company

you can learn from their marketing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Branding the country lifestyle

ldquoOut Herehellipyoull find callused hands and

uncalloused minds The rural lifestyle

Sure its a lot of work but the payoff is a

clear conscience going to bed a good

kind of tired and the satisfaction that

comes from getting the job done

yourself

Washington Post ndash ldquoA Paradise Unpavedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

The Experience Economy

The memory itself becomes the product

Can we go backwards and keep experience

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Defining Your Brand

Logo

Color scheme

Buildings Employees Ads Displays

Customer Service Packaging

Everything

are you rustic split rail colonial picket or

Kentucky style white-board fences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

our brand must identify us in each and every way we

communicate

All Five Senses

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Start with mission

Ask the tough questions

What are my values

Where do I want to be

Will this be full time

How will I grow

Develop your marketing plan

around this mission

How do I develop my brand

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Breaking Down Marketing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

1 PEOPLE

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People

Customers can you think like them

You amp Your business goalscapabilities

Product

Place

Promotion

Plan amp Process

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Demographics

Psychographics

Loyalty

Ladder Consumers

Wholesale Buyers

Other Influential People

What do you know about who they are whatrsquos important to them where they get information what pains them and how they behave

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Reasons for Buying Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Willingness to Pay for Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Demographics Food Consumption + wwwohiomarketmakercom

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Simmonsreg Food Lifestyle

Segmentation System On-the-go Convenience and Ease Reformed Traditionals Variety on a Budget True Foodies Weekend Cooks

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer The Boomer Reality

Control more than 12 of grocery dollars by 2015

SilverLink Segmentation

Attitudes and Behaviors of 50+ Population

Secure

Conscientious

Preoccupied

Unconcerned

Resistant

Resigned

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Local Demographics Nielsenrsquos PRIZM segmentation system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer The 3 most important things about marketing to

restaurants may be ldquoCommunication

Communication Communicationrdquo

Producers need to understand chefsrsquo needs and

feedback they receive from their customers

ldquoThe plates are coming back cleanrdquo

bullA Chicago chefrsquos observation about a change in

salad greens led one farm to developing their

signature mesculin product

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer producers to be acquainted with the lsquotypesrsquo of food their customers prefer

you to understand their customers and how you can provide them with a remarkable product amp experience

producers to understand how a restaurant grocery store or school dining service operates

to be able to reach producers directly for their product needs just as easily as they would reach wholesalers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Secondary Information

Reliability amp Relevance

Proprietary

Observation

Survey

Interviews

Testing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer How Wayward Seed

Listens to Customers

During the CSA

season our

recipe page is

the third most

visited page on

our websitehellip

httpwaywardseedcomcsa

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

2 PRODUCTS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product Product selection and supply

Packaging amp Labeling

Pricing Invoicing amp Payments

Place

Promotion

Plan amp Process wwwohioproudcomdocsproduceavailabilitypdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product selection and supply

What productsservices hellip do you offer

Quality amp Attributes

Quantity

Product depth or breadth

Timing

Specialized vs commoditized

Perceived Value + hellip TRENDS

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Trends

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwrestaurantorgNews-ResearchResearchWhat-s-Hot

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpwwwrestaurantorgDownloadsPDFsNews-ResearchWhatsHotWhat-s-Hot-

2014-supplementpdf

Dark Greens (Restaurant Association) +Plant-based protein market growth

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Mushrooms (Progressive Grocer)

httpwwwprogressivegrocercominprintar

ticleid6659mad-for-mushrooms

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Cauliflower (NPR)

httpwwwnprorg20140105259788506eating-tea-and-other-food-predictions-

for-2014sc=twampcc=share

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Proudly Imperfect (JWT 100 things to watch in 2014)

100 Things to watch in 2014 wwwjwtintelligencecom201312100-watch-

2014axzz2qYlGlNlS

httpwwwslidesharenetjwtintelligencejwt-100-things-to-watch-in-2014

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Snacks

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

On-the-go consumers Last year one in five best-selling new foods were either bite-sized or handheld 45 percent of consumers want snacks that can be eaten on the go (IRI 2012 Wyatt 2013)

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Lempert Report - 2 Trend

Better for You Snacking The NPD Group

found that as snacking increased so did

an individuals overall diet quality Healthy

options are on the rise Look for

supermarkets to replace high-sugar high-

fat snacks at the checkout with healthier

on-the-go offerings

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Millennial Snackers hellip rapidly expanding trend of eating

between meals especially among

Millennials

(generally defined as 18-34-year-olds)

IFT Food Technology

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Tasting Menus

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Agritourism Experiences Public visits farms

farmers markets wineries breweries community

festivals or other enterprises

bull Recreation - Experiencing the out of doors

bull Entertainment Adventure Celebration

bull Educational heritage or recreational activitiesrsquo

bull Shopping ndash Retail Therapy

bull Eating locally grown or locally prepared food

bull Taking a guided tour (+Virtual Visits)

bull Overnight stays ndash BampB cabin cottage hellip

bull Sense-sational Experiences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

bull Protection against damage spoilage and pilferage

bull Assist in marketing ndash Function

Education Reinforce Brandhellip

bull Regulation

bull Cost Effective

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 23: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

= Your Logo is the bell

They own part of every

3 year oldrsquos brain

Even though you might disagree with a company

you can learn from their marketing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Branding the country lifestyle

ldquoOut Herehellipyoull find callused hands and

uncalloused minds The rural lifestyle

Sure its a lot of work but the payoff is a

clear conscience going to bed a good

kind of tired and the satisfaction that

comes from getting the job done

yourself

Washington Post ndash ldquoA Paradise Unpavedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

The Experience Economy

The memory itself becomes the product

Can we go backwards and keep experience

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Defining Your Brand

Logo

Color scheme

Buildings Employees Ads Displays

Customer Service Packaging

Everything

are you rustic split rail colonial picket or

Kentucky style white-board fences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

our brand must identify us in each and every way we

communicate

All Five Senses

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Start with mission

Ask the tough questions

What are my values

Where do I want to be

Will this be full time

How will I grow

Develop your marketing plan

around this mission

How do I develop my brand

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Breaking Down Marketing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

1 PEOPLE

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People

Customers can you think like them

You amp Your business goalscapabilities

Product

Place

Promotion

Plan amp Process

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Demographics

Psychographics

Loyalty

Ladder Consumers

Wholesale Buyers

Other Influential People

What do you know about who they are whatrsquos important to them where they get information what pains them and how they behave

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Reasons for Buying Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Willingness to Pay for Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Demographics Food Consumption + wwwohiomarketmakercom

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Simmonsreg Food Lifestyle

Segmentation System On-the-go Convenience and Ease Reformed Traditionals Variety on a Budget True Foodies Weekend Cooks

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer The Boomer Reality

Control more than 12 of grocery dollars by 2015

SilverLink Segmentation

Attitudes and Behaviors of 50+ Population

Secure

Conscientious

Preoccupied

Unconcerned

Resistant

Resigned

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Local Demographics Nielsenrsquos PRIZM segmentation system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer The 3 most important things about marketing to

restaurants may be ldquoCommunication

Communication Communicationrdquo

Producers need to understand chefsrsquo needs and

feedback they receive from their customers

ldquoThe plates are coming back cleanrdquo

bullA Chicago chefrsquos observation about a change in

salad greens led one farm to developing their

signature mesculin product

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer producers to be acquainted with the lsquotypesrsquo of food their customers prefer

you to understand their customers and how you can provide them with a remarkable product amp experience

producers to understand how a restaurant grocery store or school dining service operates

to be able to reach producers directly for their product needs just as easily as they would reach wholesalers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Secondary Information

Reliability amp Relevance

Proprietary

Observation

Survey

Interviews

Testing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer How Wayward Seed

Listens to Customers

During the CSA

season our

recipe page is

the third most

visited page on

our websitehellip

httpwaywardseedcomcsa

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

2 PRODUCTS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product Product selection and supply

Packaging amp Labeling

Pricing Invoicing amp Payments

Place

Promotion

Plan amp Process wwwohioproudcomdocsproduceavailabilitypdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product selection and supply

What productsservices hellip do you offer

Quality amp Attributes

Quantity

Product depth or breadth

Timing

Specialized vs commoditized

Perceived Value + hellip TRENDS

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Trends

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwrestaurantorgNews-ResearchResearchWhat-s-Hot

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpwwwrestaurantorgDownloadsPDFsNews-ResearchWhatsHotWhat-s-Hot-

2014-supplementpdf

Dark Greens (Restaurant Association) +Plant-based protein market growth

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Mushrooms (Progressive Grocer)

httpwwwprogressivegrocercominprintar

ticleid6659mad-for-mushrooms

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Cauliflower (NPR)

httpwwwnprorg20140105259788506eating-tea-and-other-food-predictions-

for-2014sc=twampcc=share

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Proudly Imperfect (JWT 100 things to watch in 2014)

100 Things to watch in 2014 wwwjwtintelligencecom201312100-watch-

2014axzz2qYlGlNlS

httpwwwslidesharenetjwtintelligencejwt-100-things-to-watch-in-2014

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Snacks

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

On-the-go consumers Last year one in five best-selling new foods were either bite-sized or handheld 45 percent of consumers want snacks that can be eaten on the go (IRI 2012 Wyatt 2013)

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Lempert Report - 2 Trend

Better for You Snacking The NPD Group

found that as snacking increased so did

an individuals overall diet quality Healthy

options are on the rise Look for

supermarkets to replace high-sugar high-

fat snacks at the checkout with healthier

on-the-go offerings

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Millennial Snackers hellip rapidly expanding trend of eating

between meals especially among

Millennials

(generally defined as 18-34-year-olds)

IFT Food Technology

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Tasting Menus

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Agritourism Experiences Public visits farms

farmers markets wineries breweries community

festivals or other enterprises

bull Recreation - Experiencing the out of doors

bull Entertainment Adventure Celebration

bull Educational heritage or recreational activitiesrsquo

bull Shopping ndash Retail Therapy

bull Eating locally grown or locally prepared food

bull Taking a guided tour (+Virtual Visits)

bull Overnight stays ndash BampB cabin cottage hellip

bull Sense-sational Experiences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

bull Protection against damage spoilage and pilferage

bull Assist in marketing ndash Function

Education Reinforce Brandhellip

bull Regulation

bull Cost Effective

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 24: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Branding the country lifestyle

ldquoOut Herehellipyoull find callused hands and

uncalloused minds The rural lifestyle

Sure its a lot of work but the payoff is a

clear conscience going to bed a good

kind of tired and the satisfaction that

comes from getting the job done

yourself

Washington Post ndash ldquoA Paradise Unpavedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

The Experience Economy

The memory itself becomes the product

Can we go backwards and keep experience

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Defining Your Brand

Logo

Color scheme

Buildings Employees Ads Displays

Customer Service Packaging

Everything

are you rustic split rail colonial picket or

Kentucky style white-board fences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

our brand must identify us in each and every way we

communicate

All Five Senses

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Start with mission

Ask the tough questions

What are my values

Where do I want to be

Will this be full time

How will I grow

Develop your marketing plan

around this mission

How do I develop my brand

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Breaking Down Marketing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

1 PEOPLE

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People

Customers can you think like them

You amp Your business goalscapabilities

Product

Place

Promotion

Plan amp Process

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Demographics

Psychographics

Loyalty

Ladder Consumers

Wholesale Buyers

Other Influential People

What do you know about who they are whatrsquos important to them where they get information what pains them and how they behave

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Reasons for Buying Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Willingness to Pay for Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Demographics Food Consumption + wwwohiomarketmakercom

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Simmonsreg Food Lifestyle

Segmentation System On-the-go Convenience and Ease Reformed Traditionals Variety on a Budget True Foodies Weekend Cooks

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer The Boomer Reality

Control more than 12 of grocery dollars by 2015

SilverLink Segmentation

Attitudes and Behaviors of 50+ Population

Secure

Conscientious

Preoccupied

Unconcerned

Resistant

Resigned

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Local Demographics Nielsenrsquos PRIZM segmentation system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer The 3 most important things about marketing to

restaurants may be ldquoCommunication

Communication Communicationrdquo

Producers need to understand chefsrsquo needs and

feedback they receive from their customers

ldquoThe plates are coming back cleanrdquo

bullA Chicago chefrsquos observation about a change in

salad greens led one farm to developing their

signature mesculin product

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer producers to be acquainted with the lsquotypesrsquo of food their customers prefer

you to understand their customers and how you can provide them with a remarkable product amp experience

producers to understand how a restaurant grocery store or school dining service operates

to be able to reach producers directly for their product needs just as easily as they would reach wholesalers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Secondary Information

Reliability amp Relevance

Proprietary

Observation

Survey

Interviews

Testing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer How Wayward Seed

Listens to Customers

During the CSA

season our

recipe page is

the third most

visited page on

our websitehellip

httpwaywardseedcomcsa

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

2 PRODUCTS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product Product selection and supply

Packaging amp Labeling

Pricing Invoicing amp Payments

Place

Promotion

Plan amp Process wwwohioproudcomdocsproduceavailabilitypdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product selection and supply

What productsservices hellip do you offer

Quality amp Attributes

Quantity

Product depth or breadth

Timing

Specialized vs commoditized

Perceived Value + hellip TRENDS

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Trends

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwrestaurantorgNews-ResearchResearchWhat-s-Hot

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpwwwrestaurantorgDownloadsPDFsNews-ResearchWhatsHotWhat-s-Hot-

2014-supplementpdf

Dark Greens (Restaurant Association) +Plant-based protein market growth

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Mushrooms (Progressive Grocer)

httpwwwprogressivegrocercominprintar

ticleid6659mad-for-mushrooms

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Cauliflower (NPR)

httpwwwnprorg20140105259788506eating-tea-and-other-food-predictions-

for-2014sc=twampcc=share

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Proudly Imperfect (JWT 100 things to watch in 2014)

100 Things to watch in 2014 wwwjwtintelligencecom201312100-watch-

2014axzz2qYlGlNlS

httpwwwslidesharenetjwtintelligencejwt-100-things-to-watch-in-2014

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Snacks

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

On-the-go consumers Last year one in five best-selling new foods were either bite-sized or handheld 45 percent of consumers want snacks that can be eaten on the go (IRI 2012 Wyatt 2013)

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Lempert Report - 2 Trend

Better for You Snacking The NPD Group

found that as snacking increased so did

an individuals overall diet quality Healthy

options are on the rise Look for

supermarkets to replace high-sugar high-

fat snacks at the checkout with healthier

on-the-go offerings

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Millennial Snackers hellip rapidly expanding trend of eating

between meals especially among

Millennials

(generally defined as 18-34-year-olds)

IFT Food Technology

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Tasting Menus

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Agritourism Experiences Public visits farms

farmers markets wineries breweries community

festivals or other enterprises

bull Recreation - Experiencing the out of doors

bull Entertainment Adventure Celebration

bull Educational heritage or recreational activitiesrsquo

bull Shopping ndash Retail Therapy

bull Eating locally grown or locally prepared food

bull Taking a guided tour (+Virtual Visits)

bull Overnight stays ndash BampB cabin cottage hellip

bull Sense-sational Experiences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

bull Protection against damage spoilage and pilferage

bull Assist in marketing ndash Function

Education Reinforce Brandhellip

bull Regulation

bull Cost Effective

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 25: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

The Experience Economy

The memory itself becomes the product

Can we go backwards and keep experience

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Defining Your Brand

Logo

Color scheme

Buildings Employees Ads Displays

Customer Service Packaging

Everything

are you rustic split rail colonial picket or

Kentucky style white-board fences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

our brand must identify us in each and every way we

communicate

All Five Senses

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Start with mission

Ask the tough questions

What are my values

Where do I want to be

Will this be full time

How will I grow

Develop your marketing plan

around this mission

How do I develop my brand

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Breaking Down Marketing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

1 PEOPLE

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People

Customers can you think like them

You amp Your business goalscapabilities

Product

Place

Promotion

Plan amp Process

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Demographics

Psychographics

Loyalty

Ladder Consumers

Wholesale Buyers

Other Influential People

What do you know about who they are whatrsquos important to them where they get information what pains them and how they behave

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Reasons for Buying Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Willingness to Pay for Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Demographics Food Consumption + wwwohiomarketmakercom

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Simmonsreg Food Lifestyle

Segmentation System On-the-go Convenience and Ease Reformed Traditionals Variety on a Budget True Foodies Weekend Cooks

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer The Boomer Reality

Control more than 12 of grocery dollars by 2015

SilverLink Segmentation

Attitudes and Behaviors of 50+ Population

Secure

Conscientious

Preoccupied

Unconcerned

Resistant

Resigned

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Local Demographics Nielsenrsquos PRIZM segmentation system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer The 3 most important things about marketing to

restaurants may be ldquoCommunication

Communication Communicationrdquo

Producers need to understand chefsrsquo needs and

feedback they receive from their customers

ldquoThe plates are coming back cleanrdquo

bullA Chicago chefrsquos observation about a change in

salad greens led one farm to developing their

signature mesculin product

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer producers to be acquainted with the lsquotypesrsquo of food their customers prefer

you to understand their customers and how you can provide them with a remarkable product amp experience

producers to understand how a restaurant grocery store or school dining service operates

to be able to reach producers directly for their product needs just as easily as they would reach wholesalers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Secondary Information

Reliability amp Relevance

Proprietary

Observation

Survey

Interviews

Testing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer How Wayward Seed

Listens to Customers

During the CSA

season our

recipe page is

the third most

visited page on

our websitehellip

httpwaywardseedcomcsa

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

2 PRODUCTS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product Product selection and supply

Packaging amp Labeling

Pricing Invoicing amp Payments

Place

Promotion

Plan amp Process wwwohioproudcomdocsproduceavailabilitypdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product selection and supply

What productsservices hellip do you offer

Quality amp Attributes

Quantity

Product depth or breadth

Timing

Specialized vs commoditized

Perceived Value + hellip TRENDS

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Trends

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwrestaurantorgNews-ResearchResearchWhat-s-Hot

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpwwwrestaurantorgDownloadsPDFsNews-ResearchWhatsHotWhat-s-Hot-

2014-supplementpdf

Dark Greens (Restaurant Association) +Plant-based protein market growth

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Mushrooms (Progressive Grocer)

httpwwwprogressivegrocercominprintar

ticleid6659mad-for-mushrooms

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Cauliflower (NPR)

httpwwwnprorg20140105259788506eating-tea-and-other-food-predictions-

for-2014sc=twampcc=share

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Proudly Imperfect (JWT 100 things to watch in 2014)

100 Things to watch in 2014 wwwjwtintelligencecom201312100-watch-

2014axzz2qYlGlNlS

httpwwwslidesharenetjwtintelligencejwt-100-things-to-watch-in-2014

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Snacks

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

On-the-go consumers Last year one in five best-selling new foods were either bite-sized or handheld 45 percent of consumers want snacks that can be eaten on the go (IRI 2012 Wyatt 2013)

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Lempert Report - 2 Trend

Better for You Snacking The NPD Group

found that as snacking increased so did

an individuals overall diet quality Healthy

options are on the rise Look for

supermarkets to replace high-sugar high-

fat snacks at the checkout with healthier

on-the-go offerings

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Millennial Snackers hellip rapidly expanding trend of eating

between meals especially among

Millennials

(generally defined as 18-34-year-olds)

IFT Food Technology

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Tasting Menus

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Agritourism Experiences Public visits farms

farmers markets wineries breweries community

festivals or other enterprises

bull Recreation - Experiencing the out of doors

bull Entertainment Adventure Celebration

bull Educational heritage or recreational activitiesrsquo

bull Shopping ndash Retail Therapy

bull Eating locally grown or locally prepared food

bull Taking a guided tour (+Virtual Visits)

bull Overnight stays ndash BampB cabin cottage hellip

bull Sense-sational Experiences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

bull Protection against damage spoilage and pilferage

bull Assist in marketing ndash Function

Education Reinforce Brandhellip

bull Regulation

bull Cost Effective

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 26: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Defining Your Brand

Logo

Color scheme

Buildings Employees Ads Displays

Customer Service Packaging

Everything

are you rustic split rail colonial picket or

Kentucky style white-board fences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

our brand must identify us in each and every way we

communicate

All Five Senses

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Start with mission

Ask the tough questions

What are my values

Where do I want to be

Will this be full time

How will I grow

Develop your marketing plan

around this mission

How do I develop my brand

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Breaking Down Marketing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

1 PEOPLE

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People

Customers can you think like them

You amp Your business goalscapabilities

Product

Place

Promotion

Plan amp Process

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Demographics

Psychographics

Loyalty

Ladder Consumers

Wholesale Buyers

Other Influential People

What do you know about who they are whatrsquos important to them where they get information what pains them and how they behave

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Reasons for Buying Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Willingness to Pay for Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Demographics Food Consumption + wwwohiomarketmakercom

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Simmonsreg Food Lifestyle

Segmentation System On-the-go Convenience and Ease Reformed Traditionals Variety on a Budget True Foodies Weekend Cooks

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer The Boomer Reality

Control more than 12 of grocery dollars by 2015

SilverLink Segmentation

Attitudes and Behaviors of 50+ Population

Secure

Conscientious

Preoccupied

Unconcerned

Resistant

Resigned

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Local Demographics Nielsenrsquos PRIZM segmentation system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer The 3 most important things about marketing to

restaurants may be ldquoCommunication

Communication Communicationrdquo

Producers need to understand chefsrsquo needs and

feedback they receive from their customers

ldquoThe plates are coming back cleanrdquo

bullA Chicago chefrsquos observation about a change in

salad greens led one farm to developing their

signature mesculin product

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer producers to be acquainted with the lsquotypesrsquo of food their customers prefer

you to understand their customers and how you can provide them with a remarkable product amp experience

producers to understand how a restaurant grocery store or school dining service operates

to be able to reach producers directly for their product needs just as easily as they would reach wholesalers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Secondary Information

Reliability amp Relevance

Proprietary

Observation

Survey

Interviews

Testing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer How Wayward Seed

Listens to Customers

During the CSA

season our

recipe page is

the third most

visited page on

our websitehellip

httpwaywardseedcomcsa

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

2 PRODUCTS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product Product selection and supply

Packaging amp Labeling

Pricing Invoicing amp Payments

Place

Promotion

Plan amp Process wwwohioproudcomdocsproduceavailabilitypdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product selection and supply

What productsservices hellip do you offer

Quality amp Attributes

Quantity

Product depth or breadth

Timing

Specialized vs commoditized

Perceived Value + hellip TRENDS

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Trends

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwrestaurantorgNews-ResearchResearchWhat-s-Hot

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpwwwrestaurantorgDownloadsPDFsNews-ResearchWhatsHotWhat-s-Hot-

2014-supplementpdf

Dark Greens (Restaurant Association) +Plant-based protein market growth

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Mushrooms (Progressive Grocer)

httpwwwprogressivegrocercominprintar

ticleid6659mad-for-mushrooms

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Cauliflower (NPR)

httpwwwnprorg20140105259788506eating-tea-and-other-food-predictions-

for-2014sc=twampcc=share

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Proudly Imperfect (JWT 100 things to watch in 2014)

100 Things to watch in 2014 wwwjwtintelligencecom201312100-watch-

2014axzz2qYlGlNlS

httpwwwslidesharenetjwtintelligencejwt-100-things-to-watch-in-2014

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Snacks

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

On-the-go consumers Last year one in five best-selling new foods were either bite-sized or handheld 45 percent of consumers want snacks that can be eaten on the go (IRI 2012 Wyatt 2013)

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Lempert Report - 2 Trend

Better for You Snacking The NPD Group

found that as snacking increased so did

an individuals overall diet quality Healthy

options are on the rise Look for

supermarkets to replace high-sugar high-

fat snacks at the checkout with healthier

on-the-go offerings

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Millennial Snackers hellip rapidly expanding trend of eating

between meals especially among

Millennials

(generally defined as 18-34-year-olds)

IFT Food Technology

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Tasting Menus

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Agritourism Experiences Public visits farms

farmers markets wineries breweries community

festivals or other enterprises

bull Recreation - Experiencing the out of doors

bull Entertainment Adventure Celebration

bull Educational heritage or recreational activitiesrsquo

bull Shopping ndash Retail Therapy

bull Eating locally grown or locally prepared food

bull Taking a guided tour (+Virtual Visits)

bull Overnight stays ndash BampB cabin cottage hellip

bull Sense-sational Experiences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

bull Protection against damage spoilage and pilferage

bull Assist in marketing ndash Function

Education Reinforce Brandhellip

bull Regulation

bull Cost Effective

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 27: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

our brand must identify us in each and every way we

communicate

All Five Senses

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Start with mission

Ask the tough questions

What are my values

Where do I want to be

Will this be full time

How will I grow

Develop your marketing plan

around this mission

How do I develop my brand

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Breaking Down Marketing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

1 PEOPLE

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People

Customers can you think like them

You amp Your business goalscapabilities

Product

Place

Promotion

Plan amp Process

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Demographics

Psychographics

Loyalty

Ladder Consumers

Wholesale Buyers

Other Influential People

What do you know about who they are whatrsquos important to them where they get information what pains them and how they behave

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Reasons for Buying Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Willingness to Pay for Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Demographics Food Consumption + wwwohiomarketmakercom

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Simmonsreg Food Lifestyle

Segmentation System On-the-go Convenience and Ease Reformed Traditionals Variety on a Budget True Foodies Weekend Cooks

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer The Boomer Reality

Control more than 12 of grocery dollars by 2015

SilverLink Segmentation

Attitudes and Behaviors of 50+ Population

Secure

Conscientious

Preoccupied

Unconcerned

Resistant

Resigned

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Local Demographics Nielsenrsquos PRIZM segmentation system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer The 3 most important things about marketing to

restaurants may be ldquoCommunication

Communication Communicationrdquo

Producers need to understand chefsrsquo needs and

feedback they receive from their customers

ldquoThe plates are coming back cleanrdquo

bullA Chicago chefrsquos observation about a change in

salad greens led one farm to developing their

signature mesculin product

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer producers to be acquainted with the lsquotypesrsquo of food their customers prefer

you to understand their customers and how you can provide them with a remarkable product amp experience

producers to understand how a restaurant grocery store or school dining service operates

to be able to reach producers directly for their product needs just as easily as they would reach wholesalers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Secondary Information

Reliability amp Relevance

Proprietary

Observation

Survey

Interviews

Testing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer How Wayward Seed

Listens to Customers

During the CSA

season our

recipe page is

the third most

visited page on

our websitehellip

httpwaywardseedcomcsa

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

2 PRODUCTS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product Product selection and supply

Packaging amp Labeling

Pricing Invoicing amp Payments

Place

Promotion

Plan amp Process wwwohioproudcomdocsproduceavailabilitypdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product selection and supply

What productsservices hellip do you offer

Quality amp Attributes

Quantity

Product depth or breadth

Timing

Specialized vs commoditized

Perceived Value + hellip TRENDS

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Trends

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwrestaurantorgNews-ResearchResearchWhat-s-Hot

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpwwwrestaurantorgDownloadsPDFsNews-ResearchWhatsHotWhat-s-Hot-

2014-supplementpdf

Dark Greens (Restaurant Association) +Plant-based protein market growth

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Mushrooms (Progressive Grocer)

httpwwwprogressivegrocercominprintar

ticleid6659mad-for-mushrooms

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Cauliflower (NPR)

httpwwwnprorg20140105259788506eating-tea-and-other-food-predictions-

for-2014sc=twampcc=share

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Proudly Imperfect (JWT 100 things to watch in 2014)

100 Things to watch in 2014 wwwjwtintelligencecom201312100-watch-

2014axzz2qYlGlNlS

httpwwwslidesharenetjwtintelligencejwt-100-things-to-watch-in-2014

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Snacks

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

On-the-go consumers Last year one in five best-selling new foods were either bite-sized or handheld 45 percent of consumers want snacks that can be eaten on the go (IRI 2012 Wyatt 2013)

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Lempert Report - 2 Trend

Better for You Snacking The NPD Group

found that as snacking increased so did

an individuals overall diet quality Healthy

options are on the rise Look for

supermarkets to replace high-sugar high-

fat snacks at the checkout with healthier

on-the-go offerings

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Millennial Snackers hellip rapidly expanding trend of eating

between meals especially among

Millennials

(generally defined as 18-34-year-olds)

IFT Food Technology

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Tasting Menus

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Agritourism Experiences Public visits farms

farmers markets wineries breweries community

festivals or other enterprises

bull Recreation - Experiencing the out of doors

bull Entertainment Adventure Celebration

bull Educational heritage or recreational activitiesrsquo

bull Shopping ndash Retail Therapy

bull Eating locally grown or locally prepared food

bull Taking a guided tour (+Virtual Visits)

bull Overnight stays ndash BampB cabin cottage hellip

bull Sense-sational Experiences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

bull Protection against damage spoilage and pilferage

bull Assist in marketing ndash Function

Education Reinforce Brandhellip

bull Regulation

bull Cost Effective

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 28: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Start with mission

Ask the tough questions

What are my values

Where do I want to be

Will this be full time

How will I grow

Develop your marketing plan

around this mission

How do I develop my brand

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Breaking Down Marketing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

1 PEOPLE

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People

Customers can you think like them

You amp Your business goalscapabilities

Product

Place

Promotion

Plan amp Process

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Demographics

Psychographics

Loyalty

Ladder Consumers

Wholesale Buyers

Other Influential People

What do you know about who they are whatrsquos important to them where they get information what pains them and how they behave

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Reasons for Buying Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Willingness to Pay for Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Demographics Food Consumption + wwwohiomarketmakercom

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Simmonsreg Food Lifestyle

Segmentation System On-the-go Convenience and Ease Reformed Traditionals Variety on a Budget True Foodies Weekend Cooks

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer The Boomer Reality

Control more than 12 of grocery dollars by 2015

SilverLink Segmentation

Attitudes and Behaviors of 50+ Population

Secure

Conscientious

Preoccupied

Unconcerned

Resistant

Resigned

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Local Demographics Nielsenrsquos PRIZM segmentation system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer The 3 most important things about marketing to

restaurants may be ldquoCommunication

Communication Communicationrdquo

Producers need to understand chefsrsquo needs and

feedback they receive from their customers

ldquoThe plates are coming back cleanrdquo

bullA Chicago chefrsquos observation about a change in

salad greens led one farm to developing their

signature mesculin product

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer producers to be acquainted with the lsquotypesrsquo of food their customers prefer

you to understand their customers and how you can provide them with a remarkable product amp experience

producers to understand how a restaurant grocery store or school dining service operates

to be able to reach producers directly for their product needs just as easily as they would reach wholesalers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Secondary Information

Reliability amp Relevance

Proprietary

Observation

Survey

Interviews

Testing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer How Wayward Seed

Listens to Customers

During the CSA

season our

recipe page is

the third most

visited page on

our websitehellip

httpwaywardseedcomcsa

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

2 PRODUCTS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product Product selection and supply

Packaging amp Labeling

Pricing Invoicing amp Payments

Place

Promotion

Plan amp Process wwwohioproudcomdocsproduceavailabilitypdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product selection and supply

What productsservices hellip do you offer

Quality amp Attributes

Quantity

Product depth or breadth

Timing

Specialized vs commoditized

Perceived Value + hellip TRENDS

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Trends

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwrestaurantorgNews-ResearchResearchWhat-s-Hot

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpwwwrestaurantorgDownloadsPDFsNews-ResearchWhatsHotWhat-s-Hot-

2014-supplementpdf

Dark Greens (Restaurant Association) +Plant-based protein market growth

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Mushrooms (Progressive Grocer)

httpwwwprogressivegrocercominprintar

ticleid6659mad-for-mushrooms

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Cauliflower (NPR)

httpwwwnprorg20140105259788506eating-tea-and-other-food-predictions-

for-2014sc=twampcc=share

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Proudly Imperfect (JWT 100 things to watch in 2014)

100 Things to watch in 2014 wwwjwtintelligencecom201312100-watch-

2014axzz2qYlGlNlS

httpwwwslidesharenetjwtintelligencejwt-100-things-to-watch-in-2014

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Snacks

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

On-the-go consumers Last year one in five best-selling new foods were either bite-sized or handheld 45 percent of consumers want snacks that can be eaten on the go (IRI 2012 Wyatt 2013)

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Lempert Report - 2 Trend

Better for You Snacking The NPD Group

found that as snacking increased so did

an individuals overall diet quality Healthy

options are on the rise Look for

supermarkets to replace high-sugar high-

fat snacks at the checkout with healthier

on-the-go offerings

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Millennial Snackers hellip rapidly expanding trend of eating

between meals especially among

Millennials

(generally defined as 18-34-year-olds)

IFT Food Technology

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Tasting Menus

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Agritourism Experiences Public visits farms

farmers markets wineries breweries community

festivals or other enterprises

bull Recreation - Experiencing the out of doors

bull Entertainment Adventure Celebration

bull Educational heritage or recreational activitiesrsquo

bull Shopping ndash Retail Therapy

bull Eating locally grown or locally prepared food

bull Taking a guided tour (+Virtual Visits)

bull Overnight stays ndash BampB cabin cottage hellip

bull Sense-sational Experiences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

bull Protection against damage spoilage and pilferage

bull Assist in marketing ndash Function

Education Reinforce Brandhellip

bull Regulation

bull Cost Effective

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 29: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Breaking Down Marketing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

1 PEOPLE

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People

Customers can you think like them

You amp Your business goalscapabilities

Product

Place

Promotion

Plan amp Process

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Demographics

Psychographics

Loyalty

Ladder Consumers

Wholesale Buyers

Other Influential People

What do you know about who they are whatrsquos important to them where they get information what pains them and how they behave

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Reasons for Buying Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Willingness to Pay for Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Demographics Food Consumption + wwwohiomarketmakercom

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Simmonsreg Food Lifestyle

Segmentation System On-the-go Convenience and Ease Reformed Traditionals Variety on a Budget True Foodies Weekend Cooks

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer The Boomer Reality

Control more than 12 of grocery dollars by 2015

SilverLink Segmentation

Attitudes and Behaviors of 50+ Population

Secure

Conscientious

Preoccupied

Unconcerned

Resistant

Resigned

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Local Demographics Nielsenrsquos PRIZM segmentation system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer The 3 most important things about marketing to

restaurants may be ldquoCommunication

Communication Communicationrdquo

Producers need to understand chefsrsquo needs and

feedback they receive from their customers

ldquoThe plates are coming back cleanrdquo

bullA Chicago chefrsquos observation about a change in

salad greens led one farm to developing their

signature mesculin product

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer producers to be acquainted with the lsquotypesrsquo of food their customers prefer

you to understand their customers and how you can provide them with a remarkable product amp experience

producers to understand how a restaurant grocery store or school dining service operates

to be able to reach producers directly for their product needs just as easily as they would reach wholesalers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Secondary Information

Reliability amp Relevance

Proprietary

Observation

Survey

Interviews

Testing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer How Wayward Seed

Listens to Customers

During the CSA

season our

recipe page is

the third most

visited page on

our websitehellip

httpwaywardseedcomcsa

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

2 PRODUCTS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product Product selection and supply

Packaging amp Labeling

Pricing Invoicing amp Payments

Place

Promotion

Plan amp Process wwwohioproudcomdocsproduceavailabilitypdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product selection and supply

What productsservices hellip do you offer

Quality amp Attributes

Quantity

Product depth or breadth

Timing

Specialized vs commoditized

Perceived Value + hellip TRENDS

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Trends

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwrestaurantorgNews-ResearchResearchWhat-s-Hot

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpwwwrestaurantorgDownloadsPDFsNews-ResearchWhatsHotWhat-s-Hot-

2014-supplementpdf

Dark Greens (Restaurant Association) +Plant-based protein market growth

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Mushrooms (Progressive Grocer)

httpwwwprogressivegrocercominprintar

ticleid6659mad-for-mushrooms

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Cauliflower (NPR)

httpwwwnprorg20140105259788506eating-tea-and-other-food-predictions-

for-2014sc=twampcc=share

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Proudly Imperfect (JWT 100 things to watch in 2014)

100 Things to watch in 2014 wwwjwtintelligencecom201312100-watch-

2014axzz2qYlGlNlS

httpwwwslidesharenetjwtintelligencejwt-100-things-to-watch-in-2014

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Snacks

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

On-the-go consumers Last year one in five best-selling new foods were either bite-sized or handheld 45 percent of consumers want snacks that can be eaten on the go (IRI 2012 Wyatt 2013)

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Lempert Report - 2 Trend

Better for You Snacking The NPD Group

found that as snacking increased so did

an individuals overall diet quality Healthy

options are on the rise Look for

supermarkets to replace high-sugar high-

fat snacks at the checkout with healthier

on-the-go offerings

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Millennial Snackers hellip rapidly expanding trend of eating

between meals especially among

Millennials

(generally defined as 18-34-year-olds)

IFT Food Technology

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Tasting Menus

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Agritourism Experiences Public visits farms

farmers markets wineries breweries community

festivals or other enterprises

bull Recreation - Experiencing the out of doors

bull Entertainment Adventure Celebration

bull Educational heritage or recreational activitiesrsquo

bull Shopping ndash Retail Therapy

bull Eating locally grown or locally prepared food

bull Taking a guided tour (+Virtual Visits)

bull Overnight stays ndash BampB cabin cottage hellip

bull Sense-sational Experiences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

bull Protection against damage spoilage and pilferage

bull Assist in marketing ndash Function

Education Reinforce Brandhellip

bull Regulation

bull Cost Effective

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 30: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

1 PEOPLE

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People

Customers can you think like them

You amp Your business goalscapabilities

Product

Place

Promotion

Plan amp Process

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Demographics

Psychographics

Loyalty

Ladder Consumers

Wholesale Buyers

Other Influential People

What do you know about who they are whatrsquos important to them where they get information what pains them and how they behave

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Reasons for Buying Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Willingness to Pay for Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Demographics Food Consumption + wwwohiomarketmakercom

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Simmonsreg Food Lifestyle

Segmentation System On-the-go Convenience and Ease Reformed Traditionals Variety on a Budget True Foodies Weekend Cooks

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer The Boomer Reality

Control more than 12 of grocery dollars by 2015

SilverLink Segmentation

Attitudes and Behaviors of 50+ Population

Secure

Conscientious

Preoccupied

Unconcerned

Resistant

Resigned

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Local Demographics Nielsenrsquos PRIZM segmentation system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer The 3 most important things about marketing to

restaurants may be ldquoCommunication

Communication Communicationrdquo

Producers need to understand chefsrsquo needs and

feedback they receive from their customers

ldquoThe plates are coming back cleanrdquo

bullA Chicago chefrsquos observation about a change in

salad greens led one farm to developing their

signature mesculin product

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer producers to be acquainted with the lsquotypesrsquo of food their customers prefer

you to understand their customers and how you can provide them with a remarkable product amp experience

producers to understand how a restaurant grocery store or school dining service operates

to be able to reach producers directly for their product needs just as easily as they would reach wholesalers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Secondary Information

Reliability amp Relevance

Proprietary

Observation

Survey

Interviews

Testing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer How Wayward Seed

Listens to Customers

During the CSA

season our

recipe page is

the third most

visited page on

our websitehellip

httpwaywardseedcomcsa

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

2 PRODUCTS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product Product selection and supply

Packaging amp Labeling

Pricing Invoicing amp Payments

Place

Promotion

Plan amp Process wwwohioproudcomdocsproduceavailabilitypdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product selection and supply

What productsservices hellip do you offer

Quality amp Attributes

Quantity

Product depth or breadth

Timing

Specialized vs commoditized

Perceived Value + hellip TRENDS

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Trends

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwrestaurantorgNews-ResearchResearchWhat-s-Hot

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpwwwrestaurantorgDownloadsPDFsNews-ResearchWhatsHotWhat-s-Hot-

2014-supplementpdf

Dark Greens (Restaurant Association) +Plant-based protein market growth

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Mushrooms (Progressive Grocer)

httpwwwprogressivegrocercominprintar

ticleid6659mad-for-mushrooms

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Cauliflower (NPR)

httpwwwnprorg20140105259788506eating-tea-and-other-food-predictions-

for-2014sc=twampcc=share

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Proudly Imperfect (JWT 100 things to watch in 2014)

100 Things to watch in 2014 wwwjwtintelligencecom201312100-watch-

2014axzz2qYlGlNlS

httpwwwslidesharenetjwtintelligencejwt-100-things-to-watch-in-2014

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Snacks

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

On-the-go consumers Last year one in five best-selling new foods were either bite-sized or handheld 45 percent of consumers want snacks that can be eaten on the go (IRI 2012 Wyatt 2013)

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Lempert Report - 2 Trend

Better for You Snacking The NPD Group

found that as snacking increased so did

an individuals overall diet quality Healthy

options are on the rise Look for

supermarkets to replace high-sugar high-

fat snacks at the checkout with healthier

on-the-go offerings

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Millennial Snackers hellip rapidly expanding trend of eating

between meals especially among

Millennials

(generally defined as 18-34-year-olds)

IFT Food Technology

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Tasting Menus

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Agritourism Experiences Public visits farms

farmers markets wineries breweries community

festivals or other enterprises

bull Recreation - Experiencing the out of doors

bull Entertainment Adventure Celebration

bull Educational heritage or recreational activitiesrsquo

bull Shopping ndash Retail Therapy

bull Eating locally grown or locally prepared food

bull Taking a guided tour (+Virtual Visits)

bull Overnight stays ndash BampB cabin cottage hellip

bull Sense-sational Experiences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

bull Protection against damage spoilage and pilferage

bull Assist in marketing ndash Function

Education Reinforce Brandhellip

bull Regulation

bull Cost Effective

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 31: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People

Customers can you think like them

You amp Your business goalscapabilities

Product

Place

Promotion

Plan amp Process

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Demographics

Psychographics

Loyalty

Ladder Consumers

Wholesale Buyers

Other Influential People

What do you know about who they are whatrsquos important to them where they get information what pains them and how they behave

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Reasons for Buying Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Willingness to Pay for Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Demographics Food Consumption + wwwohiomarketmakercom

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Simmonsreg Food Lifestyle

Segmentation System On-the-go Convenience and Ease Reformed Traditionals Variety on a Budget True Foodies Weekend Cooks

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer The Boomer Reality

Control more than 12 of grocery dollars by 2015

SilverLink Segmentation

Attitudes and Behaviors of 50+ Population

Secure

Conscientious

Preoccupied

Unconcerned

Resistant

Resigned

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Local Demographics Nielsenrsquos PRIZM segmentation system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer The 3 most important things about marketing to

restaurants may be ldquoCommunication

Communication Communicationrdquo

Producers need to understand chefsrsquo needs and

feedback they receive from their customers

ldquoThe plates are coming back cleanrdquo

bullA Chicago chefrsquos observation about a change in

salad greens led one farm to developing their

signature mesculin product

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer producers to be acquainted with the lsquotypesrsquo of food their customers prefer

you to understand their customers and how you can provide them with a remarkable product amp experience

producers to understand how a restaurant grocery store or school dining service operates

to be able to reach producers directly for their product needs just as easily as they would reach wholesalers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Secondary Information

Reliability amp Relevance

Proprietary

Observation

Survey

Interviews

Testing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer How Wayward Seed

Listens to Customers

During the CSA

season our

recipe page is

the third most

visited page on

our websitehellip

httpwaywardseedcomcsa

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

2 PRODUCTS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product Product selection and supply

Packaging amp Labeling

Pricing Invoicing amp Payments

Place

Promotion

Plan amp Process wwwohioproudcomdocsproduceavailabilitypdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product selection and supply

What productsservices hellip do you offer

Quality amp Attributes

Quantity

Product depth or breadth

Timing

Specialized vs commoditized

Perceived Value + hellip TRENDS

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Trends

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwrestaurantorgNews-ResearchResearchWhat-s-Hot

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpwwwrestaurantorgDownloadsPDFsNews-ResearchWhatsHotWhat-s-Hot-

2014-supplementpdf

Dark Greens (Restaurant Association) +Plant-based protein market growth

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Mushrooms (Progressive Grocer)

httpwwwprogressivegrocercominprintar

ticleid6659mad-for-mushrooms

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Cauliflower (NPR)

httpwwwnprorg20140105259788506eating-tea-and-other-food-predictions-

for-2014sc=twampcc=share

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Proudly Imperfect (JWT 100 things to watch in 2014)

100 Things to watch in 2014 wwwjwtintelligencecom201312100-watch-

2014axzz2qYlGlNlS

httpwwwslidesharenetjwtintelligencejwt-100-things-to-watch-in-2014

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Snacks

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

On-the-go consumers Last year one in five best-selling new foods were either bite-sized or handheld 45 percent of consumers want snacks that can be eaten on the go (IRI 2012 Wyatt 2013)

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Lempert Report - 2 Trend

Better for You Snacking The NPD Group

found that as snacking increased so did

an individuals overall diet quality Healthy

options are on the rise Look for

supermarkets to replace high-sugar high-

fat snacks at the checkout with healthier

on-the-go offerings

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Millennial Snackers hellip rapidly expanding trend of eating

between meals especially among

Millennials

(generally defined as 18-34-year-olds)

IFT Food Technology

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Tasting Menus

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Agritourism Experiences Public visits farms

farmers markets wineries breweries community

festivals or other enterprises

bull Recreation - Experiencing the out of doors

bull Entertainment Adventure Celebration

bull Educational heritage or recreational activitiesrsquo

bull Shopping ndash Retail Therapy

bull Eating locally grown or locally prepared food

bull Taking a guided tour (+Virtual Visits)

bull Overnight stays ndash BampB cabin cottage hellip

bull Sense-sational Experiences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

bull Protection against damage spoilage and pilferage

bull Assist in marketing ndash Function

Education Reinforce Brandhellip

bull Regulation

bull Cost Effective

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 32: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Demographics

Psychographics

Loyalty

Ladder Consumers

Wholesale Buyers

Other Influential People

What do you know about who they are whatrsquos important to them where they get information what pains them and how they behave

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Reasons for Buying Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Willingness to Pay for Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Demographics Food Consumption + wwwohiomarketmakercom

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Simmonsreg Food Lifestyle

Segmentation System On-the-go Convenience and Ease Reformed Traditionals Variety on a Budget True Foodies Weekend Cooks

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer The Boomer Reality

Control more than 12 of grocery dollars by 2015

SilverLink Segmentation

Attitudes and Behaviors of 50+ Population

Secure

Conscientious

Preoccupied

Unconcerned

Resistant

Resigned

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Local Demographics Nielsenrsquos PRIZM segmentation system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer The 3 most important things about marketing to

restaurants may be ldquoCommunication

Communication Communicationrdquo

Producers need to understand chefsrsquo needs and

feedback they receive from their customers

ldquoThe plates are coming back cleanrdquo

bullA Chicago chefrsquos observation about a change in

salad greens led one farm to developing their

signature mesculin product

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer producers to be acquainted with the lsquotypesrsquo of food their customers prefer

you to understand their customers and how you can provide them with a remarkable product amp experience

producers to understand how a restaurant grocery store or school dining service operates

to be able to reach producers directly for their product needs just as easily as they would reach wholesalers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Secondary Information

Reliability amp Relevance

Proprietary

Observation

Survey

Interviews

Testing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer How Wayward Seed

Listens to Customers

During the CSA

season our

recipe page is

the third most

visited page on

our websitehellip

httpwaywardseedcomcsa

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

2 PRODUCTS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product Product selection and supply

Packaging amp Labeling

Pricing Invoicing amp Payments

Place

Promotion

Plan amp Process wwwohioproudcomdocsproduceavailabilitypdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product selection and supply

What productsservices hellip do you offer

Quality amp Attributes

Quantity

Product depth or breadth

Timing

Specialized vs commoditized

Perceived Value + hellip TRENDS

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Trends

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwrestaurantorgNews-ResearchResearchWhat-s-Hot

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpwwwrestaurantorgDownloadsPDFsNews-ResearchWhatsHotWhat-s-Hot-

2014-supplementpdf

Dark Greens (Restaurant Association) +Plant-based protein market growth

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Mushrooms (Progressive Grocer)

httpwwwprogressivegrocercominprintar

ticleid6659mad-for-mushrooms

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Cauliflower (NPR)

httpwwwnprorg20140105259788506eating-tea-and-other-food-predictions-

for-2014sc=twampcc=share

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Proudly Imperfect (JWT 100 things to watch in 2014)

100 Things to watch in 2014 wwwjwtintelligencecom201312100-watch-

2014axzz2qYlGlNlS

httpwwwslidesharenetjwtintelligencejwt-100-things-to-watch-in-2014

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Snacks

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

On-the-go consumers Last year one in five best-selling new foods were either bite-sized or handheld 45 percent of consumers want snacks that can be eaten on the go (IRI 2012 Wyatt 2013)

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Lempert Report - 2 Trend

Better for You Snacking The NPD Group

found that as snacking increased so did

an individuals overall diet quality Healthy

options are on the rise Look for

supermarkets to replace high-sugar high-

fat snacks at the checkout with healthier

on-the-go offerings

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Millennial Snackers hellip rapidly expanding trend of eating

between meals especially among

Millennials

(generally defined as 18-34-year-olds)

IFT Food Technology

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Tasting Menus

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Agritourism Experiences Public visits farms

farmers markets wineries breweries community

festivals or other enterprises

bull Recreation - Experiencing the out of doors

bull Entertainment Adventure Celebration

bull Educational heritage or recreational activitiesrsquo

bull Shopping ndash Retail Therapy

bull Eating locally grown or locally prepared food

bull Taking a guided tour (+Virtual Visits)

bull Overnight stays ndash BampB cabin cottage hellip

bull Sense-sational Experiences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

bull Protection against damage spoilage and pilferage

bull Assist in marketing ndash Function

Education Reinforce Brandhellip

bull Regulation

bull Cost Effective

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 33: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Reasons for Buying Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Willingness to Pay for Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Demographics Food Consumption + wwwohiomarketmakercom

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Simmonsreg Food Lifestyle

Segmentation System On-the-go Convenience and Ease Reformed Traditionals Variety on a Budget True Foodies Weekend Cooks

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer The Boomer Reality

Control more than 12 of grocery dollars by 2015

SilverLink Segmentation

Attitudes and Behaviors of 50+ Population

Secure

Conscientious

Preoccupied

Unconcerned

Resistant

Resigned

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Local Demographics Nielsenrsquos PRIZM segmentation system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer The 3 most important things about marketing to

restaurants may be ldquoCommunication

Communication Communicationrdquo

Producers need to understand chefsrsquo needs and

feedback they receive from their customers

ldquoThe plates are coming back cleanrdquo

bullA Chicago chefrsquos observation about a change in

salad greens led one farm to developing their

signature mesculin product

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer producers to be acquainted with the lsquotypesrsquo of food their customers prefer

you to understand their customers and how you can provide them with a remarkable product amp experience

producers to understand how a restaurant grocery store or school dining service operates

to be able to reach producers directly for their product needs just as easily as they would reach wholesalers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Secondary Information

Reliability amp Relevance

Proprietary

Observation

Survey

Interviews

Testing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer How Wayward Seed

Listens to Customers

During the CSA

season our

recipe page is

the third most

visited page on

our websitehellip

httpwaywardseedcomcsa

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

2 PRODUCTS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product Product selection and supply

Packaging amp Labeling

Pricing Invoicing amp Payments

Place

Promotion

Plan amp Process wwwohioproudcomdocsproduceavailabilitypdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product selection and supply

What productsservices hellip do you offer

Quality amp Attributes

Quantity

Product depth or breadth

Timing

Specialized vs commoditized

Perceived Value + hellip TRENDS

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Trends

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwrestaurantorgNews-ResearchResearchWhat-s-Hot

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpwwwrestaurantorgDownloadsPDFsNews-ResearchWhatsHotWhat-s-Hot-

2014-supplementpdf

Dark Greens (Restaurant Association) +Plant-based protein market growth

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Mushrooms (Progressive Grocer)

httpwwwprogressivegrocercominprintar

ticleid6659mad-for-mushrooms

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Cauliflower (NPR)

httpwwwnprorg20140105259788506eating-tea-and-other-food-predictions-

for-2014sc=twampcc=share

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Proudly Imperfect (JWT 100 things to watch in 2014)

100 Things to watch in 2014 wwwjwtintelligencecom201312100-watch-

2014axzz2qYlGlNlS

httpwwwslidesharenetjwtintelligencejwt-100-things-to-watch-in-2014

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Snacks

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

On-the-go consumers Last year one in five best-selling new foods were either bite-sized or handheld 45 percent of consumers want snacks that can be eaten on the go (IRI 2012 Wyatt 2013)

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Lempert Report - 2 Trend

Better for You Snacking The NPD Group

found that as snacking increased so did

an individuals overall diet quality Healthy

options are on the rise Look for

supermarkets to replace high-sugar high-

fat snacks at the checkout with healthier

on-the-go offerings

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Millennial Snackers hellip rapidly expanding trend of eating

between meals especially among

Millennials

(generally defined as 18-34-year-olds)

IFT Food Technology

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Tasting Menus

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Agritourism Experiences Public visits farms

farmers markets wineries breweries community

festivals or other enterprises

bull Recreation - Experiencing the out of doors

bull Entertainment Adventure Celebration

bull Educational heritage or recreational activitiesrsquo

bull Shopping ndash Retail Therapy

bull Eating locally grown or locally prepared food

bull Taking a guided tour (+Virtual Visits)

bull Overnight stays ndash BampB cabin cottage hellip

bull Sense-sational Experiences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

bull Protection against damage spoilage and pilferage

bull Assist in marketing ndash Function

Education Reinforce Brandhellip

bull Regulation

bull Cost Effective

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 34: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Willingness to Pay for Local

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Demographics Food Consumption + wwwohiomarketmakercom

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Simmonsreg Food Lifestyle

Segmentation System On-the-go Convenience and Ease Reformed Traditionals Variety on a Budget True Foodies Weekend Cooks

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer The Boomer Reality

Control more than 12 of grocery dollars by 2015

SilverLink Segmentation

Attitudes and Behaviors of 50+ Population

Secure

Conscientious

Preoccupied

Unconcerned

Resistant

Resigned

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Local Demographics Nielsenrsquos PRIZM segmentation system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer The 3 most important things about marketing to

restaurants may be ldquoCommunication

Communication Communicationrdquo

Producers need to understand chefsrsquo needs and

feedback they receive from their customers

ldquoThe plates are coming back cleanrdquo

bullA Chicago chefrsquos observation about a change in

salad greens led one farm to developing their

signature mesculin product

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer producers to be acquainted with the lsquotypesrsquo of food their customers prefer

you to understand their customers and how you can provide them with a remarkable product amp experience

producers to understand how a restaurant grocery store or school dining service operates

to be able to reach producers directly for their product needs just as easily as they would reach wholesalers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Secondary Information

Reliability amp Relevance

Proprietary

Observation

Survey

Interviews

Testing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer How Wayward Seed

Listens to Customers

During the CSA

season our

recipe page is

the third most

visited page on

our websitehellip

httpwaywardseedcomcsa

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

2 PRODUCTS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product Product selection and supply

Packaging amp Labeling

Pricing Invoicing amp Payments

Place

Promotion

Plan amp Process wwwohioproudcomdocsproduceavailabilitypdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product selection and supply

What productsservices hellip do you offer

Quality amp Attributes

Quantity

Product depth or breadth

Timing

Specialized vs commoditized

Perceived Value + hellip TRENDS

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Trends

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwrestaurantorgNews-ResearchResearchWhat-s-Hot

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpwwwrestaurantorgDownloadsPDFsNews-ResearchWhatsHotWhat-s-Hot-

2014-supplementpdf

Dark Greens (Restaurant Association) +Plant-based protein market growth

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Mushrooms (Progressive Grocer)

httpwwwprogressivegrocercominprintar

ticleid6659mad-for-mushrooms

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Cauliflower (NPR)

httpwwwnprorg20140105259788506eating-tea-and-other-food-predictions-

for-2014sc=twampcc=share

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Proudly Imperfect (JWT 100 things to watch in 2014)

100 Things to watch in 2014 wwwjwtintelligencecom201312100-watch-

2014axzz2qYlGlNlS

httpwwwslidesharenetjwtintelligencejwt-100-things-to-watch-in-2014

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Snacks

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

On-the-go consumers Last year one in five best-selling new foods were either bite-sized or handheld 45 percent of consumers want snacks that can be eaten on the go (IRI 2012 Wyatt 2013)

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Lempert Report - 2 Trend

Better for You Snacking The NPD Group

found that as snacking increased so did

an individuals overall diet quality Healthy

options are on the rise Look for

supermarkets to replace high-sugar high-

fat snacks at the checkout with healthier

on-the-go offerings

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Millennial Snackers hellip rapidly expanding trend of eating

between meals especially among

Millennials

(generally defined as 18-34-year-olds)

IFT Food Technology

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Tasting Menus

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Agritourism Experiences Public visits farms

farmers markets wineries breweries community

festivals or other enterprises

bull Recreation - Experiencing the out of doors

bull Entertainment Adventure Celebration

bull Educational heritage or recreational activitiesrsquo

bull Shopping ndash Retail Therapy

bull Eating locally grown or locally prepared food

bull Taking a guided tour (+Virtual Visits)

bull Overnight stays ndash BampB cabin cottage hellip

bull Sense-sational Experiences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

bull Protection against damage spoilage and pilferage

bull Assist in marketing ndash Function

Education Reinforce Brandhellip

bull Regulation

bull Cost Effective

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 35: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Demographics Food Consumption + wwwohiomarketmakercom

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Simmonsreg Food Lifestyle

Segmentation System On-the-go Convenience and Ease Reformed Traditionals Variety on a Budget True Foodies Weekend Cooks

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer The Boomer Reality

Control more than 12 of grocery dollars by 2015

SilverLink Segmentation

Attitudes and Behaviors of 50+ Population

Secure

Conscientious

Preoccupied

Unconcerned

Resistant

Resigned

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Local Demographics Nielsenrsquos PRIZM segmentation system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer The 3 most important things about marketing to

restaurants may be ldquoCommunication

Communication Communicationrdquo

Producers need to understand chefsrsquo needs and

feedback they receive from their customers

ldquoThe plates are coming back cleanrdquo

bullA Chicago chefrsquos observation about a change in

salad greens led one farm to developing their

signature mesculin product

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer producers to be acquainted with the lsquotypesrsquo of food their customers prefer

you to understand their customers and how you can provide them with a remarkable product amp experience

producers to understand how a restaurant grocery store or school dining service operates

to be able to reach producers directly for their product needs just as easily as they would reach wholesalers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Secondary Information

Reliability amp Relevance

Proprietary

Observation

Survey

Interviews

Testing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer How Wayward Seed

Listens to Customers

During the CSA

season our

recipe page is

the third most

visited page on

our websitehellip

httpwaywardseedcomcsa

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

2 PRODUCTS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product Product selection and supply

Packaging amp Labeling

Pricing Invoicing amp Payments

Place

Promotion

Plan amp Process wwwohioproudcomdocsproduceavailabilitypdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product selection and supply

What productsservices hellip do you offer

Quality amp Attributes

Quantity

Product depth or breadth

Timing

Specialized vs commoditized

Perceived Value + hellip TRENDS

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Trends

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwrestaurantorgNews-ResearchResearchWhat-s-Hot

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpwwwrestaurantorgDownloadsPDFsNews-ResearchWhatsHotWhat-s-Hot-

2014-supplementpdf

Dark Greens (Restaurant Association) +Plant-based protein market growth

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Mushrooms (Progressive Grocer)

httpwwwprogressivegrocercominprintar

ticleid6659mad-for-mushrooms

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Cauliflower (NPR)

httpwwwnprorg20140105259788506eating-tea-and-other-food-predictions-

for-2014sc=twampcc=share

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Proudly Imperfect (JWT 100 things to watch in 2014)

100 Things to watch in 2014 wwwjwtintelligencecom201312100-watch-

2014axzz2qYlGlNlS

httpwwwslidesharenetjwtintelligencejwt-100-things-to-watch-in-2014

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Snacks

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

On-the-go consumers Last year one in five best-selling new foods were either bite-sized or handheld 45 percent of consumers want snacks that can be eaten on the go (IRI 2012 Wyatt 2013)

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Lempert Report - 2 Trend

Better for You Snacking The NPD Group

found that as snacking increased so did

an individuals overall diet quality Healthy

options are on the rise Look for

supermarkets to replace high-sugar high-

fat snacks at the checkout with healthier

on-the-go offerings

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Millennial Snackers hellip rapidly expanding trend of eating

between meals especially among

Millennials

(generally defined as 18-34-year-olds)

IFT Food Technology

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Tasting Menus

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Agritourism Experiences Public visits farms

farmers markets wineries breweries community

festivals or other enterprises

bull Recreation - Experiencing the out of doors

bull Entertainment Adventure Celebration

bull Educational heritage or recreational activitiesrsquo

bull Shopping ndash Retail Therapy

bull Eating locally grown or locally prepared food

bull Taking a guided tour (+Virtual Visits)

bull Overnight stays ndash BampB cabin cottage hellip

bull Sense-sational Experiences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

bull Protection against damage spoilage and pilferage

bull Assist in marketing ndash Function

Education Reinforce Brandhellip

bull Regulation

bull Cost Effective

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 36: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Simmonsreg Food Lifestyle

Segmentation System On-the-go Convenience and Ease Reformed Traditionals Variety on a Budget True Foodies Weekend Cooks

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer The Boomer Reality

Control more than 12 of grocery dollars by 2015

SilverLink Segmentation

Attitudes and Behaviors of 50+ Population

Secure

Conscientious

Preoccupied

Unconcerned

Resistant

Resigned

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Local Demographics Nielsenrsquos PRIZM segmentation system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer The 3 most important things about marketing to

restaurants may be ldquoCommunication

Communication Communicationrdquo

Producers need to understand chefsrsquo needs and

feedback they receive from their customers

ldquoThe plates are coming back cleanrdquo

bullA Chicago chefrsquos observation about a change in

salad greens led one farm to developing their

signature mesculin product

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer producers to be acquainted with the lsquotypesrsquo of food their customers prefer

you to understand their customers and how you can provide them with a remarkable product amp experience

producers to understand how a restaurant grocery store or school dining service operates

to be able to reach producers directly for their product needs just as easily as they would reach wholesalers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Secondary Information

Reliability amp Relevance

Proprietary

Observation

Survey

Interviews

Testing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer How Wayward Seed

Listens to Customers

During the CSA

season our

recipe page is

the third most

visited page on

our websitehellip

httpwaywardseedcomcsa

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

2 PRODUCTS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product Product selection and supply

Packaging amp Labeling

Pricing Invoicing amp Payments

Place

Promotion

Plan amp Process wwwohioproudcomdocsproduceavailabilitypdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product selection and supply

What productsservices hellip do you offer

Quality amp Attributes

Quantity

Product depth or breadth

Timing

Specialized vs commoditized

Perceived Value + hellip TRENDS

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Trends

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwrestaurantorgNews-ResearchResearchWhat-s-Hot

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpwwwrestaurantorgDownloadsPDFsNews-ResearchWhatsHotWhat-s-Hot-

2014-supplementpdf

Dark Greens (Restaurant Association) +Plant-based protein market growth

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Mushrooms (Progressive Grocer)

httpwwwprogressivegrocercominprintar

ticleid6659mad-for-mushrooms

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Cauliflower (NPR)

httpwwwnprorg20140105259788506eating-tea-and-other-food-predictions-

for-2014sc=twampcc=share

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Proudly Imperfect (JWT 100 things to watch in 2014)

100 Things to watch in 2014 wwwjwtintelligencecom201312100-watch-

2014axzz2qYlGlNlS

httpwwwslidesharenetjwtintelligencejwt-100-things-to-watch-in-2014

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Snacks

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

On-the-go consumers Last year one in five best-selling new foods were either bite-sized or handheld 45 percent of consumers want snacks that can be eaten on the go (IRI 2012 Wyatt 2013)

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Lempert Report - 2 Trend

Better for You Snacking The NPD Group

found that as snacking increased so did

an individuals overall diet quality Healthy

options are on the rise Look for

supermarkets to replace high-sugar high-

fat snacks at the checkout with healthier

on-the-go offerings

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Millennial Snackers hellip rapidly expanding trend of eating

between meals especially among

Millennials

(generally defined as 18-34-year-olds)

IFT Food Technology

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Tasting Menus

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Agritourism Experiences Public visits farms

farmers markets wineries breweries community

festivals or other enterprises

bull Recreation - Experiencing the out of doors

bull Entertainment Adventure Celebration

bull Educational heritage or recreational activitiesrsquo

bull Shopping ndash Retail Therapy

bull Eating locally grown or locally prepared food

bull Taking a guided tour (+Virtual Visits)

bull Overnight stays ndash BampB cabin cottage hellip

bull Sense-sational Experiences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

bull Protection against damage spoilage and pilferage

bull Assist in marketing ndash Function

Education Reinforce Brandhellip

bull Regulation

bull Cost Effective

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 37: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer The Boomer Reality

Control more than 12 of grocery dollars by 2015

SilverLink Segmentation

Attitudes and Behaviors of 50+ Population

Secure

Conscientious

Preoccupied

Unconcerned

Resistant

Resigned

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Local Demographics Nielsenrsquos PRIZM segmentation system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer The 3 most important things about marketing to

restaurants may be ldquoCommunication

Communication Communicationrdquo

Producers need to understand chefsrsquo needs and

feedback they receive from their customers

ldquoThe plates are coming back cleanrdquo

bullA Chicago chefrsquos observation about a change in

salad greens led one farm to developing their

signature mesculin product

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer producers to be acquainted with the lsquotypesrsquo of food their customers prefer

you to understand their customers and how you can provide them with a remarkable product amp experience

producers to understand how a restaurant grocery store or school dining service operates

to be able to reach producers directly for their product needs just as easily as they would reach wholesalers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Secondary Information

Reliability amp Relevance

Proprietary

Observation

Survey

Interviews

Testing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer How Wayward Seed

Listens to Customers

During the CSA

season our

recipe page is

the third most

visited page on

our websitehellip

httpwaywardseedcomcsa

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

2 PRODUCTS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product Product selection and supply

Packaging amp Labeling

Pricing Invoicing amp Payments

Place

Promotion

Plan amp Process wwwohioproudcomdocsproduceavailabilitypdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product selection and supply

What productsservices hellip do you offer

Quality amp Attributes

Quantity

Product depth or breadth

Timing

Specialized vs commoditized

Perceived Value + hellip TRENDS

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Trends

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwrestaurantorgNews-ResearchResearchWhat-s-Hot

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpwwwrestaurantorgDownloadsPDFsNews-ResearchWhatsHotWhat-s-Hot-

2014-supplementpdf

Dark Greens (Restaurant Association) +Plant-based protein market growth

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Mushrooms (Progressive Grocer)

httpwwwprogressivegrocercominprintar

ticleid6659mad-for-mushrooms

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Cauliflower (NPR)

httpwwwnprorg20140105259788506eating-tea-and-other-food-predictions-

for-2014sc=twampcc=share

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Proudly Imperfect (JWT 100 things to watch in 2014)

100 Things to watch in 2014 wwwjwtintelligencecom201312100-watch-

2014axzz2qYlGlNlS

httpwwwslidesharenetjwtintelligencejwt-100-things-to-watch-in-2014

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Snacks

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

On-the-go consumers Last year one in five best-selling new foods were either bite-sized or handheld 45 percent of consumers want snacks that can be eaten on the go (IRI 2012 Wyatt 2013)

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Lempert Report - 2 Trend

Better for You Snacking The NPD Group

found that as snacking increased so did

an individuals overall diet quality Healthy

options are on the rise Look for

supermarkets to replace high-sugar high-

fat snacks at the checkout with healthier

on-the-go offerings

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Millennial Snackers hellip rapidly expanding trend of eating

between meals especially among

Millennials

(generally defined as 18-34-year-olds)

IFT Food Technology

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Tasting Menus

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Agritourism Experiences Public visits farms

farmers markets wineries breweries community

festivals or other enterprises

bull Recreation - Experiencing the out of doors

bull Entertainment Adventure Celebration

bull Educational heritage or recreational activitiesrsquo

bull Shopping ndash Retail Therapy

bull Eating locally grown or locally prepared food

bull Taking a guided tour (+Virtual Visits)

bull Overnight stays ndash BampB cabin cottage hellip

bull Sense-sational Experiences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

bull Protection against damage spoilage and pilferage

bull Assist in marketing ndash Function

Education Reinforce Brandhellip

bull Regulation

bull Cost Effective

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 38: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer Local Demographics Nielsenrsquos PRIZM segmentation system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer The 3 most important things about marketing to

restaurants may be ldquoCommunication

Communication Communicationrdquo

Producers need to understand chefsrsquo needs and

feedback they receive from their customers

ldquoThe plates are coming back cleanrdquo

bullA Chicago chefrsquos observation about a change in

salad greens led one farm to developing their

signature mesculin product

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer producers to be acquainted with the lsquotypesrsquo of food their customers prefer

you to understand their customers and how you can provide them with a remarkable product amp experience

producers to understand how a restaurant grocery store or school dining service operates

to be able to reach producers directly for their product needs just as easily as they would reach wholesalers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Secondary Information

Reliability amp Relevance

Proprietary

Observation

Survey

Interviews

Testing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer How Wayward Seed

Listens to Customers

During the CSA

season our

recipe page is

the third most

visited page on

our websitehellip

httpwaywardseedcomcsa

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

2 PRODUCTS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product Product selection and supply

Packaging amp Labeling

Pricing Invoicing amp Payments

Place

Promotion

Plan amp Process wwwohioproudcomdocsproduceavailabilitypdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product selection and supply

What productsservices hellip do you offer

Quality amp Attributes

Quantity

Product depth or breadth

Timing

Specialized vs commoditized

Perceived Value + hellip TRENDS

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Trends

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwrestaurantorgNews-ResearchResearchWhat-s-Hot

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpwwwrestaurantorgDownloadsPDFsNews-ResearchWhatsHotWhat-s-Hot-

2014-supplementpdf

Dark Greens (Restaurant Association) +Plant-based protein market growth

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Mushrooms (Progressive Grocer)

httpwwwprogressivegrocercominprintar

ticleid6659mad-for-mushrooms

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Cauliflower (NPR)

httpwwwnprorg20140105259788506eating-tea-and-other-food-predictions-

for-2014sc=twampcc=share

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Proudly Imperfect (JWT 100 things to watch in 2014)

100 Things to watch in 2014 wwwjwtintelligencecom201312100-watch-

2014axzz2qYlGlNlS

httpwwwslidesharenetjwtintelligencejwt-100-things-to-watch-in-2014

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Snacks

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

On-the-go consumers Last year one in five best-selling new foods were either bite-sized or handheld 45 percent of consumers want snacks that can be eaten on the go (IRI 2012 Wyatt 2013)

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Lempert Report - 2 Trend

Better for You Snacking The NPD Group

found that as snacking increased so did

an individuals overall diet quality Healthy

options are on the rise Look for

supermarkets to replace high-sugar high-

fat snacks at the checkout with healthier

on-the-go offerings

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Millennial Snackers hellip rapidly expanding trend of eating

between meals especially among

Millennials

(generally defined as 18-34-year-olds)

IFT Food Technology

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Tasting Menus

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Agritourism Experiences Public visits farms

farmers markets wineries breweries community

festivals or other enterprises

bull Recreation - Experiencing the out of doors

bull Entertainment Adventure Celebration

bull Educational heritage or recreational activitiesrsquo

bull Shopping ndash Retail Therapy

bull Eating locally grown or locally prepared food

bull Taking a guided tour (+Virtual Visits)

bull Overnight stays ndash BampB cabin cottage hellip

bull Sense-sational Experiences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

bull Protection against damage spoilage and pilferage

bull Assist in marketing ndash Function

Education Reinforce Brandhellip

bull Regulation

bull Cost Effective

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 39: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer The 3 most important things about marketing to

restaurants may be ldquoCommunication

Communication Communicationrdquo

Producers need to understand chefsrsquo needs and

feedback they receive from their customers

ldquoThe plates are coming back cleanrdquo

bullA Chicago chefrsquos observation about a change in

salad greens led one farm to developing their

signature mesculin product

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer producers to be acquainted with the lsquotypesrsquo of food their customers prefer

you to understand their customers and how you can provide them with a remarkable product amp experience

producers to understand how a restaurant grocery store or school dining service operates

to be able to reach producers directly for their product needs just as easily as they would reach wholesalers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Secondary Information

Reliability amp Relevance

Proprietary

Observation

Survey

Interviews

Testing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer How Wayward Seed

Listens to Customers

During the CSA

season our

recipe page is

the third most

visited page on

our websitehellip

httpwaywardseedcomcsa

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

2 PRODUCTS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product Product selection and supply

Packaging amp Labeling

Pricing Invoicing amp Payments

Place

Promotion

Plan amp Process wwwohioproudcomdocsproduceavailabilitypdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product selection and supply

What productsservices hellip do you offer

Quality amp Attributes

Quantity

Product depth or breadth

Timing

Specialized vs commoditized

Perceived Value + hellip TRENDS

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Trends

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwrestaurantorgNews-ResearchResearchWhat-s-Hot

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpwwwrestaurantorgDownloadsPDFsNews-ResearchWhatsHotWhat-s-Hot-

2014-supplementpdf

Dark Greens (Restaurant Association) +Plant-based protein market growth

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Mushrooms (Progressive Grocer)

httpwwwprogressivegrocercominprintar

ticleid6659mad-for-mushrooms

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Cauliflower (NPR)

httpwwwnprorg20140105259788506eating-tea-and-other-food-predictions-

for-2014sc=twampcc=share

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Proudly Imperfect (JWT 100 things to watch in 2014)

100 Things to watch in 2014 wwwjwtintelligencecom201312100-watch-

2014axzz2qYlGlNlS

httpwwwslidesharenetjwtintelligencejwt-100-things-to-watch-in-2014

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Snacks

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

On-the-go consumers Last year one in five best-selling new foods were either bite-sized or handheld 45 percent of consumers want snacks that can be eaten on the go (IRI 2012 Wyatt 2013)

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Lempert Report - 2 Trend

Better for You Snacking The NPD Group

found that as snacking increased so did

an individuals overall diet quality Healthy

options are on the rise Look for

supermarkets to replace high-sugar high-

fat snacks at the checkout with healthier

on-the-go offerings

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Millennial Snackers hellip rapidly expanding trend of eating

between meals especially among

Millennials

(generally defined as 18-34-year-olds)

IFT Food Technology

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Tasting Menus

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Agritourism Experiences Public visits farms

farmers markets wineries breweries community

festivals or other enterprises

bull Recreation - Experiencing the out of doors

bull Entertainment Adventure Celebration

bull Educational heritage or recreational activitiesrsquo

bull Shopping ndash Retail Therapy

bull Eating locally grown or locally prepared food

bull Taking a guided tour (+Virtual Visits)

bull Overnight stays ndash BampB cabin cottage hellip

bull Sense-sational Experiences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

bull Protection against damage spoilage and pilferage

bull Assist in marketing ndash Function

Education Reinforce Brandhellip

bull Regulation

bull Cost Effective

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 40: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer producers to be acquainted with the lsquotypesrsquo of food their customers prefer

you to understand their customers and how you can provide them with a remarkable product amp experience

producers to understand how a restaurant grocery store or school dining service operates

to be able to reach producers directly for their product needs just as easily as they would reach wholesalers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Secondary Information

Reliability amp Relevance

Proprietary

Observation

Survey

Interviews

Testing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer How Wayward Seed

Listens to Customers

During the CSA

season our

recipe page is

the third most

visited page on

our websitehellip

httpwaywardseedcomcsa

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

2 PRODUCTS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product Product selection and supply

Packaging amp Labeling

Pricing Invoicing amp Payments

Place

Promotion

Plan amp Process wwwohioproudcomdocsproduceavailabilitypdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product selection and supply

What productsservices hellip do you offer

Quality amp Attributes

Quantity

Product depth or breadth

Timing

Specialized vs commoditized

Perceived Value + hellip TRENDS

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Trends

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwrestaurantorgNews-ResearchResearchWhat-s-Hot

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpwwwrestaurantorgDownloadsPDFsNews-ResearchWhatsHotWhat-s-Hot-

2014-supplementpdf

Dark Greens (Restaurant Association) +Plant-based protein market growth

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Mushrooms (Progressive Grocer)

httpwwwprogressivegrocercominprintar

ticleid6659mad-for-mushrooms

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Cauliflower (NPR)

httpwwwnprorg20140105259788506eating-tea-and-other-food-predictions-

for-2014sc=twampcc=share

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Proudly Imperfect (JWT 100 things to watch in 2014)

100 Things to watch in 2014 wwwjwtintelligencecom201312100-watch-

2014axzz2qYlGlNlS

httpwwwslidesharenetjwtintelligencejwt-100-things-to-watch-in-2014

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Snacks

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

On-the-go consumers Last year one in five best-selling new foods were either bite-sized or handheld 45 percent of consumers want snacks that can be eaten on the go (IRI 2012 Wyatt 2013)

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Lempert Report - 2 Trend

Better for You Snacking The NPD Group

found that as snacking increased so did

an individuals overall diet quality Healthy

options are on the rise Look for

supermarkets to replace high-sugar high-

fat snacks at the checkout with healthier

on-the-go offerings

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Millennial Snackers hellip rapidly expanding trend of eating

between meals especially among

Millennials

(generally defined as 18-34-year-olds)

IFT Food Technology

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Tasting Menus

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Agritourism Experiences Public visits farms

farmers markets wineries breweries community

festivals or other enterprises

bull Recreation - Experiencing the out of doors

bull Entertainment Adventure Celebration

bull Educational heritage or recreational activitiesrsquo

bull Shopping ndash Retail Therapy

bull Eating locally grown or locally prepared food

bull Taking a guided tour (+Virtual Visits)

bull Overnight stays ndash BampB cabin cottage hellip

bull Sense-sational Experiences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

bull Protection against damage spoilage and pilferage

bull Assist in marketing ndash Function

Education Reinforce Brandhellip

bull Regulation

bull Cost Effective

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 41: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Wholesale Buyer producers to be acquainted with the lsquotypesrsquo of food their customers prefer

you to understand their customers and how you can provide them with a remarkable product amp experience

producers to understand how a restaurant grocery store or school dining service operates

to be able to reach producers directly for their product needs just as easily as they would reach wholesalers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Secondary Information

Reliability amp Relevance

Proprietary

Observation

Survey

Interviews

Testing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer How Wayward Seed

Listens to Customers

During the CSA

season our

recipe page is

the third most

visited page on

our websitehellip

httpwaywardseedcomcsa

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

2 PRODUCTS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product Product selection and supply

Packaging amp Labeling

Pricing Invoicing amp Payments

Place

Promotion

Plan amp Process wwwohioproudcomdocsproduceavailabilitypdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product selection and supply

What productsservices hellip do you offer

Quality amp Attributes

Quantity

Product depth or breadth

Timing

Specialized vs commoditized

Perceived Value + hellip TRENDS

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Trends

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwrestaurantorgNews-ResearchResearchWhat-s-Hot

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpwwwrestaurantorgDownloadsPDFsNews-ResearchWhatsHotWhat-s-Hot-

2014-supplementpdf

Dark Greens (Restaurant Association) +Plant-based protein market growth

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Mushrooms (Progressive Grocer)

httpwwwprogressivegrocercominprintar

ticleid6659mad-for-mushrooms

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Cauliflower (NPR)

httpwwwnprorg20140105259788506eating-tea-and-other-food-predictions-

for-2014sc=twampcc=share

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Proudly Imperfect (JWT 100 things to watch in 2014)

100 Things to watch in 2014 wwwjwtintelligencecom201312100-watch-

2014axzz2qYlGlNlS

httpwwwslidesharenetjwtintelligencejwt-100-things-to-watch-in-2014

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Snacks

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

On-the-go consumers Last year one in five best-selling new foods were either bite-sized or handheld 45 percent of consumers want snacks that can be eaten on the go (IRI 2012 Wyatt 2013)

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Lempert Report - 2 Trend

Better for You Snacking The NPD Group

found that as snacking increased so did

an individuals overall diet quality Healthy

options are on the rise Look for

supermarkets to replace high-sugar high-

fat snacks at the checkout with healthier

on-the-go offerings

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Millennial Snackers hellip rapidly expanding trend of eating

between meals especially among

Millennials

(generally defined as 18-34-year-olds)

IFT Food Technology

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Tasting Menus

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Agritourism Experiences Public visits farms

farmers markets wineries breweries community

festivals or other enterprises

bull Recreation - Experiencing the out of doors

bull Entertainment Adventure Celebration

bull Educational heritage or recreational activitiesrsquo

bull Shopping ndash Retail Therapy

bull Eating locally grown or locally prepared food

bull Taking a guided tour (+Virtual Visits)

bull Overnight stays ndash BampB cabin cottage hellip

bull Sense-sational Experiences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

bull Protection against damage spoilage and pilferage

bull Assist in marketing ndash Function

Education Reinforce Brandhellip

bull Regulation

bull Cost Effective

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 42: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer

Secondary Information

Reliability amp Relevance

Proprietary

Observation

Survey

Interviews

Testing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer How Wayward Seed

Listens to Customers

During the CSA

season our

recipe page is

the third most

visited page on

our websitehellip

httpwaywardseedcomcsa

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

2 PRODUCTS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product Product selection and supply

Packaging amp Labeling

Pricing Invoicing amp Payments

Place

Promotion

Plan amp Process wwwohioproudcomdocsproduceavailabilitypdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product selection and supply

What productsservices hellip do you offer

Quality amp Attributes

Quantity

Product depth or breadth

Timing

Specialized vs commoditized

Perceived Value + hellip TRENDS

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Trends

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwrestaurantorgNews-ResearchResearchWhat-s-Hot

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpwwwrestaurantorgDownloadsPDFsNews-ResearchWhatsHotWhat-s-Hot-

2014-supplementpdf

Dark Greens (Restaurant Association) +Plant-based protein market growth

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Mushrooms (Progressive Grocer)

httpwwwprogressivegrocercominprintar

ticleid6659mad-for-mushrooms

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Cauliflower (NPR)

httpwwwnprorg20140105259788506eating-tea-and-other-food-predictions-

for-2014sc=twampcc=share

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Proudly Imperfect (JWT 100 things to watch in 2014)

100 Things to watch in 2014 wwwjwtintelligencecom201312100-watch-

2014axzz2qYlGlNlS

httpwwwslidesharenetjwtintelligencejwt-100-things-to-watch-in-2014

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Snacks

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

On-the-go consumers Last year one in five best-selling new foods were either bite-sized or handheld 45 percent of consumers want snacks that can be eaten on the go (IRI 2012 Wyatt 2013)

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Lempert Report - 2 Trend

Better for You Snacking The NPD Group

found that as snacking increased so did

an individuals overall diet quality Healthy

options are on the rise Look for

supermarkets to replace high-sugar high-

fat snacks at the checkout with healthier

on-the-go offerings

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Millennial Snackers hellip rapidly expanding trend of eating

between meals especially among

Millennials

(generally defined as 18-34-year-olds)

IFT Food Technology

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Tasting Menus

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Agritourism Experiences Public visits farms

farmers markets wineries breweries community

festivals or other enterprises

bull Recreation - Experiencing the out of doors

bull Entertainment Adventure Celebration

bull Educational heritage or recreational activitiesrsquo

bull Shopping ndash Retail Therapy

bull Eating locally grown or locally prepared food

bull Taking a guided tour (+Virtual Visits)

bull Overnight stays ndash BampB cabin cottage hellip

bull Sense-sational Experiences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

bull Protection against damage spoilage and pilferage

bull Assist in marketing ndash Function

Education Reinforce Brandhellip

bull Regulation

bull Cost Effective

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 43: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Think Like a Customer How Wayward Seed

Listens to Customers

During the CSA

season our

recipe page is

the third most

visited page on

our websitehellip

httpwaywardseedcomcsa

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

2 PRODUCTS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product Product selection and supply

Packaging amp Labeling

Pricing Invoicing amp Payments

Place

Promotion

Plan amp Process wwwohioproudcomdocsproduceavailabilitypdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product selection and supply

What productsservices hellip do you offer

Quality amp Attributes

Quantity

Product depth or breadth

Timing

Specialized vs commoditized

Perceived Value + hellip TRENDS

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Trends

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwrestaurantorgNews-ResearchResearchWhat-s-Hot

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpwwwrestaurantorgDownloadsPDFsNews-ResearchWhatsHotWhat-s-Hot-

2014-supplementpdf

Dark Greens (Restaurant Association) +Plant-based protein market growth

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Mushrooms (Progressive Grocer)

httpwwwprogressivegrocercominprintar

ticleid6659mad-for-mushrooms

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Cauliflower (NPR)

httpwwwnprorg20140105259788506eating-tea-and-other-food-predictions-

for-2014sc=twampcc=share

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Proudly Imperfect (JWT 100 things to watch in 2014)

100 Things to watch in 2014 wwwjwtintelligencecom201312100-watch-

2014axzz2qYlGlNlS

httpwwwslidesharenetjwtintelligencejwt-100-things-to-watch-in-2014

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Snacks

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

On-the-go consumers Last year one in five best-selling new foods were either bite-sized or handheld 45 percent of consumers want snacks that can be eaten on the go (IRI 2012 Wyatt 2013)

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Lempert Report - 2 Trend

Better for You Snacking The NPD Group

found that as snacking increased so did

an individuals overall diet quality Healthy

options are on the rise Look for

supermarkets to replace high-sugar high-

fat snacks at the checkout with healthier

on-the-go offerings

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Millennial Snackers hellip rapidly expanding trend of eating

between meals especially among

Millennials

(generally defined as 18-34-year-olds)

IFT Food Technology

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Tasting Menus

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Agritourism Experiences Public visits farms

farmers markets wineries breweries community

festivals or other enterprises

bull Recreation - Experiencing the out of doors

bull Entertainment Adventure Celebration

bull Educational heritage or recreational activitiesrsquo

bull Shopping ndash Retail Therapy

bull Eating locally grown or locally prepared food

bull Taking a guided tour (+Virtual Visits)

bull Overnight stays ndash BampB cabin cottage hellip

bull Sense-sational Experiences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

bull Protection against damage spoilage and pilferage

bull Assist in marketing ndash Function

Education Reinforce Brandhellip

bull Regulation

bull Cost Effective

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 44: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

2 PRODUCTS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product Product selection and supply

Packaging amp Labeling

Pricing Invoicing amp Payments

Place

Promotion

Plan amp Process wwwohioproudcomdocsproduceavailabilitypdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product selection and supply

What productsservices hellip do you offer

Quality amp Attributes

Quantity

Product depth or breadth

Timing

Specialized vs commoditized

Perceived Value + hellip TRENDS

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Trends

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwrestaurantorgNews-ResearchResearchWhat-s-Hot

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpwwwrestaurantorgDownloadsPDFsNews-ResearchWhatsHotWhat-s-Hot-

2014-supplementpdf

Dark Greens (Restaurant Association) +Plant-based protein market growth

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Mushrooms (Progressive Grocer)

httpwwwprogressivegrocercominprintar

ticleid6659mad-for-mushrooms

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Cauliflower (NPR)

httpwwwnprorg20140105259788506eating-tea-and-other-food-predictions-

for-2014sc=twampcc=share

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Proudly Imperfect (JWT 100 things to watch in 2014)

100 Things to watch in 2014 wwwjwtintelligencecom201312100-watch-

2014axzz2qYlGlNlS

httpwwwslidesharenetjwtintelligencejwt-100-things-to-watch-in-2014

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Snacks

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

On-the-go consumers Last year one in five best-selling new foods were either bite-sized or handheld 45 percent of consumers want snacks that can be eaten on the go (IRI 2012 Wyatt 2013)

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Lempert Report - 2 Trend

Better for You Snacking The NPD Group

found that as snacking increased so did

an individuals overall diet quality Healthy

options are on the rise Look for

supermarkets to replace high-sugar high-

fat snacks at the checkout with healthier

on-the-go offerings

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Millennial Snackers hellip rapidly expanding trend of eating

between meals especially among

Millennials

(generally defined as 18-34-year-olds)

IFT Food Technology

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Tasting Menus

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Agritourism Experiences Public visits farms

farmers markets wineries breweries community

festivals or other enterprises

bull Recreation - Experiencing the out of doors

bull Entertainment Adventure Celebration

bull Educational heritage or recreational activitiesrsquo

bull Shopping ndash Retail Therapy

bull Eating locally grown or locally prepared food

bull Taking a guided tour (+Virtual Visits)

bull Overnight stays ndash BampB cabin cottage hellip

bull Sense-sational Experiences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

bull Protection against damage spoilage and pilferage

bull Assist in marketing ndash Function

Education Reinforce Brandhellip

bull Regulation

bull Cost Effective

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 45: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product Product selection and supply

Packaging amp Labeling

Pricing Invoicing amp Payments

Place

Promotion

Plan amp Process wwwohioproudcomdocsproduceavailabilitypdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product selection and supply

What productsservices hellip do you offer

Quality amp Attributes

Quantity

Product depth or breadth

Timing

Specialized vs commoditized

Perceived Value + hellip TRENDS

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Trends

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwrestaurantorgNews-ResearchResearchWhat-s-Hot

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpwwwrestaurantorgDownloadsPDFsNews-ResearchWhatsHotWhat-s-Hot-

2014-supplementpdf

Dark Greens (Restaurant Association) +Plant-based protein market growth

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Mushrooms (Progressive Grocer)

httpwwwprogressivegrocercominprintar

ticleid6659mad-for-mushrooms

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Cauliflower (NPR)

httpwwwnprorg20140105259788506eating-tea-and-other-food-predictions-

for-2014sc=twampcc=share

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Proudly Imperfect (JWT 100 things to watch in 2014)

100 Things to watch in 2014 wwwjwtintelligencecom201312100-watch-

2014axzz2qYlGlNlS

httpwwwslidesharenetjwtintelligencejwt-100-things-to-watch-in-2014

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Snacks

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

On-the-go consumers Last year one in five best-selling new foods were either bite-sized or handheld 45 percent of consumers want snacks that can be eaten on the go (IRI 2012 Wyatt 2013)

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Lempert Report - 2 Trend

Better for You Snacking The NPD Group

found that as snacking increased so did

an individuals overall diet quality Healthy

options are on the rise Look for

supermarkets to replace high-sugar high-

fat snacks at the checkout with healthier

on-the-go offerings

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Millennial Snackers hellip rapidly expanding trend of eating

between meals especially among

Millennials

(generally defined as 18-34-year-olds)

IFT Food Technology

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Tasting Menus

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Agritourism Experiences Public visits farms

farmers markets wineries breweries community

festivals or other enterprises

bull Recreation - Experiencing the out of doors

bull Entertainment Adventure Celebration

bull Educational heritage or recreational activitiesrsquo

bull Shopping ndash Retail Therapy

bull Eating locally grown or locally prepared food

bull Taking a guided tour (+Virtual Visits)

bull Overnight stays ndash BampB cabin cottage hellip

bull Sense-sational Experiences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

bull Protection against damage spoilage and pilferage

bull Assist in marketing ndash Function

Education Reinforce Brandhellip

bull Regulation

bull Cost Effective

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 46: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product selection and supply

What productsservices hellip do you offer

Quality amp Attributes

Quantity

Product depth or breadth

Timing

Specialized vs commoditized

Perceived Value + hellip TRENDS

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Trends

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwrestaurantorgNews-ResearchResearchWhat-s-Hot

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpwwwrestaurantorgDownloadsPDFsNews-ResearchWhatsHotWhat-s-Hot-

2014-supplementpdf

Dark Greens (Restaurant Association) +Plant-based protein market growth

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Mushrooms (Progressive Grocer)

httpwwwprogressivegrocercominprintar

ticleid6659mad-for-mushrooms

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Cauliflower (NPR)

httpwwwnprorg20140105259788506eating-tea-and-other-food-predictions-

for-2014sc=twampcc=share

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Proudly Imperfect (JWT 100 things to watch in 2014)

100 Things to watch in 2014 wwwjwtintelligencecom201312100-watch-

2014axzz2qYlGlNlS

httpwwwslidesharenetjwtintelligencejwt-100-things-to-watch-in-2014

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Snacks

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

On-the-go consumers Last year one in five best-selling new foods were either bite-sized or handheld 45 percent of consumers want snacks that can be eaten on the go (IRI 2012 Wyatt 2013)

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Lempert Report - 2 Trend

Better for You Snacking The NPD Group

found that as snacking increased so did

an individuals overall diet quality Healthy

options are on the rise Look for

supermarkets to replace high-sugar high-

fat snacks at the checkout with healthier

on-the-go offerings

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Millennial Snackers hellip rapidly expanding trend of eating

between meals especially among

Millennials

(generally defined as 18-34-year-olds)

IFT Food Technology

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Tasting Menus

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Agritourism Experiences Public visits farms

farmers markets wineries breweries community

festivals or other enterprises

bull Recreation - Experiencing the out of doors

bull Entertainment Adventure Celebration

bull Educational heritage or recreational activitiesrsquo

bull Shopping ndash Retail Therapy

bull Eating locally grown or locally prepared food

bull Taking a guided tour (+Virtual Visits)

bull Overnight stays ndash BampB cabin cottage hellip

bull Sense-sational Experiences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

bull Protection against damage spoilage and pilferage

bull Assist in marketing ndash Function

Education Reinforce Brandhellip

bull Regulation

bull Cost Effective

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 47: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Trends

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwrestaurantorgNews-ResearchResearchWhat-s-Hot

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpwwwrestaurantorgDownloadsPDFsNews-ResearchWhatsHotWhat-s-Hot-

2014-supplementpdf

Dark Greens (Restaurant Association) +Plant-based protein market growth

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Mushrooms (Progressive Grocer)

httpwwwprogressivegrocercominprintar

ticleid6659mad-for-mushrooms

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Cauliflower (NPR)

httpwwwnprorg20140105259788506eating-tea-and-other-food-predictions-

for-2014sc=twampcc=share

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Proudly Imperfect (JWT 100 things to watch in 2014)

100 Things to watch in 2014 wwwjwtintelligencecom201312100-watch-

2014axzz2qYlGlNlS

httpwwwslidesharenetjwtintelligencejwt-100-things-to-watch-in-2014

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Snacks

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

On-the-go consumers Last year one in five best-selling new foods were either bite-sized or handheld 45 percent of consumers want snacks that can be eaten on the go (IRI 2012 Wyatt 2013)

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Lempert Report - 2 Trend

Better for You Snacking The NPD Group

found that as snacking increased so did

an individuals overall diet quality Healthy

options are on the rise Look for

supermarkets to replace high-sugar high-

fat snacks at the checkout with healthier

on-the-go offerings

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Millennial Snackers hellip rapidly expanding trend of eating

between meals especially among

Millennials

(generally defined as 18-34-year-olds)

IFT Food Technology

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Tasting Menus

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Agritourism Experiences Public visits farms

farmers markets wineries breweries community

festivals or other enterprises

bull Recreation - Experiencing the out of doors

bull Entertainment Adventure Celebration

bull Educational heritage or recreational activitiesrsquo

bull Shopping ndash Retail Therapy

bull Eating locally grown or locally prepared food

bull Taking a guided tour (+Virtual Visits)

bull Overnight stays ndash BampB cabin cottage hellip

bull Sense-sational Experiences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

bull Protection against damage spoilage and pilferage

bull Assist in marketing ndash Function

Education Reinforce Brandhellip

bull Regulation

bull Cost Effective

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 48: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpwwwrestaurantorgDownloadsPDFsNews-ResearchWhatsHotWhat-s-Hot-

2014-supplementpdf

Dark Greens (Restaurant Association) +Plant-based protein market growth

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Mushrooms (Progressive Grocer)

httpwwwprogressivegrocercominprintar

ticleid6659mad-for-mushrooms

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Cauliflower (NPR)

httpwwwnprorg20140105259788506eating-tea-and-other-food-predictions-

for-2014sc=twampcc=share

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Proudly Imperfect (JWT 100 things to watch in 2014)

100 Things to watch in 2014 wwwjwtintelligencecom201312100-watch-

2014axzz2qYlGlNlS

httpwwwslidesharenetjwtintelligencejwt-100-things-to-watch-in-2014

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Snacks

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

On-the-go consumers Last year one in five best-selling new foods were either bite-sized or handheld 45 percent of consumers want snacks that can be eaten on the go (IRI 2012 Wyatt 2013)

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Lempert Report - 2 Trend

Better for You Snacking The NPD Group

found that as snacking increased so did

an individuals overall diet quality Healthy

options are on the rise Look for

supermarkets to replace high-sugar high-

fat snacks at the checkout with healthier

on-the-go offerings

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Millennial Snackers hellip rapidly expanding trend of eating

between meals especially among

Millennials

(generally defined as 18-34-year-olds)

IFT Food Technology

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Tasting Menus

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Agritourism Experiences Public visits farms

farmers markets wineries breweries community

festivals or other enterprises

bull Recreation - Experiencing the out of doors

bull Entertainment Adventure Celebration

bull Educational heritage or recreational activitiesrsquo

bull Shopping ndash Retail Therapy

bull Eating locally grown or locally prepared food

bull Taking a guided tour (+Virtual Visits)

bull Overnight stays ndash BampB cabin cottage hellip

bull Sense-sational Experiences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

bull Protection against damage spoilage and pilferage

bull Assist in marketing ndash Function

Education Reinforce Brandhellip

bull Regulation

bull Cost Effective

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 49: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Mushrooms (Progressive Grocer)

httpwwwprogressivegrocercominprintar

ticleid6659mad-for-mushrooms

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Cauliflower (NPR)

httpwwwnprorg20140105259788506eating-tea-and-other-food-predictions-

for-2014sc=twampcc=share

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Proudly Imperfect (JWT 100 things to watch in 2014)

100 Things to watch in 2014 wwwjwtintelligencecom201312100-watch-

2014axzz2qYlGlNlS

httpwwwslidesharenetjwtintelligencejwt-100-things-to-watch-in-2014

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Snacks

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

On-the-go consumers Last year one in five best-selling new foods were either bite-sized or handheld 45 percent of consumers want snacks that can be eaten on the go (IRI 2012 Wyatt 2013)

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Lempert Report - 2 Trend

Better for You Snacking The NPD Group

found that as snacking increased so did

an individuals overall diet quality Healthy

options are on the rise Look for

supermarkets to replace high-sugar high-

fat snacks at the checkout with healthier

on-the-go offerings

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Millennial Snackers hellip rapidly expanding trend of eating

between meals especially among

Millennials

(generally defined as 18-34-year-olds)

IFT Food Technology

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Tasting Menus

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Agritourism Experiences Public visits farms

farmers markets wineries breweries community

festivals or other enterprises

bull Recreation - Experiencing the out of doors

bull Entertainment Adventure Celebration

bull Educational heritage or recreational activitiesrsquo

bull Shopping ndash Retail Therapy

bull Eating locally grown or locally prepared food

bull Taking a guided tour (+Virtual Visits)

bull Overnight stays ndash BampB cabin cottage hellip

bull Sense-sational Experiences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

bull Protection against damage spoilage and pilferage

bull Assist in marketing ndash Function

Education Reinforce Brandhellip

bull Regulation

bull Cost Effective

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 50: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Cauliflower (NPR)

httpwwwnprorg20140105259788506eating-tea-and-other-food-predictions-

for-2014sc=twampcc=share

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Proudly Imperfect (JWT 100 things to watch in 2014)

100 Things to watch in 2014 wwwjwtintelligencecom201312100-watch-

2014axzz2qYlGlNlS

httpwwwslidesharenetjwtintelligencejwt-100-things-to-watch-in-2014

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Snacks

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

On-the-go consumers Last year one in five best-selling new foods were either bite-sized or handheld 45 percent of consumers want snacks that can be eaten on the go (IRI 2012 Wyatt 2013)

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Lempert Report - 2 Trend

Better for You Snacking The NPD Group

found that as snacking increased so did

an individuals overall diet quality Healthy

options are on the rise Look for

supermarkets to replace high-sugar high-

fat snacks at the checkout with healthier

on-the-go offerings

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Millennial Snackers hellip rapidly expanding trend of eating

between meals especially among

Millennials

(generally defined as 18-34-year-olds)

IFT Food Technology

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Tasting Menus

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Agritourism Experiences Public visits farms

farmers markets wineries breweries community

festivals or other enterprises

bull Recreation - Experiencing the out of doors

bull Entertainment Adventure Celebration

bull Educational heritage or recreational activitiesrsquo

bull Shopping ndash Retail Therapy

bull Eating locally grown or locally prepared food

bull Taking a guided tour (+Virtual Visits)

bull Overnight stays ndash BampB cabin cottage hellip

bull Sense-sational Experiences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

bull Protection against damage spoilage and pilferage

bull Assist in marketing ndash Function

Education Reinforce Brandhellip

bull Regulation

bull Cost Effective

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 51: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Proudly Imperfect (JWT 100 things to watch in 2014)

100 Things to watch in 2014 wwwjwtintelligencecom201312100-watch-

2014axzz2qYlGlNlS

httpwwwslidesharenetjwtintelligencejwt-100-things-to-watch-in-2014

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Snacks

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

On-the-go consumers Last year one in five best-selling new foods were either bite-sized or handheld 45 percent of consumers want snacks that can be eaten on the go (IRI 2012 Wyatt 2013)

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Lempert Report - 2 Trend

Better for You Snacking The NPD Group

found that as snacking increased so did

an individuals overall diet quality Healthy

options are on the rise Look for

supermarkets to replace high-sugar high-

fat snacks at the checkout with healthier

on-the-go offerings

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Millennial Snackers hellip rapidly expanding trend of eating

between meals especially among

Millennials

(generally defined as 18-34-year-olds)

IFT Food Technology

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Tasting Menus

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Agritourism Experiences Public visits farms

farmers markets wineries breweries community

festivals or other enterprises

bull Recreation - Experiencing the out of doors

bull Entertainment Adventure Celebration

bull Educational heritage or recreational activitiesrsquo

bull Shopping ndash Retail Therapy

bull Eating locally grown or locally prepared food

bull Taking a guided tour (+Virtual Visits)

bull Overnight stays ndash BampB cabin cottage hellip

bull Sense-sational Experiences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

bull Protection against damage spoilage and pilferage

bull Assist in marketing ndash Function

Education Reinforce Brandhellip

bull Regulation

bull Cost Effective

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 52: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Snacks

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

On-the-go consumers Last year one in five best-selling new foods were either bite-sized or handheld 45 percent of consumers want snacks that can be eaten on the go (IRI 2012 Wyatt 2013)

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Lempert Report - 2 Trend

Better for You Snacking The NPD Group

found that as snacking increased so did

an individuals overall diet quality Healthy

options are on the rise Look for

supermarkets to replace high-sugar high-

fat snacks at the checkout with healthier

on-the-go offerings

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Millennial Snackers hellip rapidly expanding trend of eating

between meals especially among

Millennials

(generally defined as 18-34-year-olds)

IFT Food Technology

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Tasting Menus

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Agritourism Experiences Public visits farms

farmers markets wineries breweries community

festivals or other enterprises

bull Recreation - Experiencing the out of doors

bull Entertainment Adventure Celebration

bull Educational heritage or recreational activitiesrsquo

bull Shopping ndash Retail Therapy

bull Eating locally grown or locally prepared food

bull Taking a guided tour (+Virtual Visits)

bull Overnight stays ndash BampB cabin cottage hellip

bull Sense-sational Experiences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

bull Protection against damage spoilage and pilferage

bull Assist in marketing ndash Function

Education Reinforce Brandhellip

bull Regulation

bull Cost Effective

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 53: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

On-the-go consumers Last year one in five best-selling new foods were either bite-sized or handheld 45 percent of consumers want snacks that can be eaten on the go (IRI 2012 Wyatt 2013)

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Lempert Report - 2 Trend

Better for You Snacking The NPD Group

found that as snacking increased so did

an individuals overall diet quality Healthy

options are on the rise Look for

supermarkets to replace high-sugar high-

fat snacks at the checkout with healthier

on-the-go offerings

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Millennial Snackers hellip rapidly expanding trend of eating

between meals especially among

Millennials

(generally defined as 18-34-year-olds)

IFT Food Technology

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Tasting Menus

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Agritourism Experiences Public visits farms

farmers markets wineries breweries community

festivals or other enterprises

bull Recreation - Experiencing the out of doors

bull Entertainment Adventure Celebration

bull Educational heritage or recreational activitiesrsquo

bull Shopping ndash Retail Therapy

bull Eating locally grown or locally prepared food

bull Taking a guided tour (+Virtual Visits)

bull Overnight stays ndash BampB cabin cottage hellip

bull Sense-sational Experiences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

bull Protection against damage spoilage and pilferage

bull Assist in marketing ndash Function

Education Reinforce Brandhellip

bull Regulation

bull Cost Effective

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 54: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Lempert Report - 2 Trend

Better for You Snacking The NPD Group

found that as snacking increased so did

an individuals overall diet quality Healthy

options are on the rise Look for

supermarkets to replace high-sugar high-

fat snacks at the checkout with healthier

on-the-go offerings

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Millennial Snackers hellip rapidly expanding trend of eating

between meals especially among

Millennials

(generally defined as 18-34-year-olds)

IFT Food Technology

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Tasting Menus

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Agritourism Experiences Public visits farms

farmers markets wineries breweries community

festivals or other enterprises

bull Recreation - Experiencing the out of doors

bull Entertainment Adventure Celebration

bull Educational heritage or recreational activitiesrsquo

bull Shopping ndash Retail Therapy

bull Eating locally grown or locally prepared food

bull Taking a guided tour (+Virtual Visits)

bull Overnight stays ndash BampB cabin cottage hellip

bull Sense-sational Experiences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

bull Protection against damage spoilage and pilferage

bull Assist in marketing ndash Function

Education Reinforce Brandhellip

bull Regulation

bull Cost Effective

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 55: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Millennial Snackers hellip rapidly expanding trend of eating

between meals especially among

Millennials

(generally defined as 18-34-year-olds)

IFT Food Technology

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Tasting Menus

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Agritourism Experiences Public visits farms

farmers markets wineries breweries community

festivals or other enterprises

bull Recreation - Experiencing the out of doors

bull Entertainment Adventure Celebration

bull Educational heritage or recreational activitiesrsquo

bull Shopping ndash Retail Therapy

bull Eating locally grown or locally prepared food

bull Taking a guided tour (+Virtual Visits)

bull Overnight stays ndash BampB cabin cottage hellip

bull Sense-sational Experiences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

bull Protection against damage spoilage and pilferage

bull Assist in marketing ndash Function

Education Reinforce Brandhellip

bull Regulation

bull Cost Effective

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 56: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Tasting Menus

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Agritourism Experiences Public visits farms

farmers markets wineries breweries community

festivals or other enterprises

bull Recreation - Experiencing the out of doors

bull Entertainment Adventure Celebration

bull Educational heritage or recreational activitiesrsquo

bull Shopping ndash Retail Therapy

bull Eating locally grown or locally prepared food

bull Taking a guided tour (+Virtual Visits)

bull Overnight stays ndash BampB cabin cottage hellip

bull Sense-sational Experiences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

bull Protection against damage spoilage and pilferage

bull Assist in marketing ndash Function

Education Reinforce Brandhellip

bull Regulation

bull Cost Effective

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 57: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Agritourism Experiences Public visits farms

farmers markets wineries breweries community

festivals or other enterprises

bull Recreation - Experiencing the out of doors

bull Entertainment Adventure Celebration

bull Educational heritage or recreational activitiesrsquo

bull Shopping ndash Retail Therapy

bull Eating locally grown or locally prepared food

bull Taking a guided tour (+Virtual Visits)

bull Overnight stays ndash BampB cabin cottage hellip

bull Sense-sational Experiences

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

bull Protection against damage spoilage and pilferage

bull Assist in marketing ndash Function

Education Reinforce Brandhellip

bull Regulation

bull Cost Effective

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 58: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

bull Protection against damage spoilage and pilferage

bull Assist in marketing ndash Function

Education Reinforce Brandhellip

bull Regulation

bull Cost Effective

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 59: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesalers and grocers look for conventional boxes

Sanitation and durability are important

Looking for traceability and function for packages down

the road

Prefer lsquofarm identificationrsquo labelspackaging

Packaging depends on the product and market

ldquoI donrsquot need mesculin mix in

a plastic bag and a cardboard boxrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 60: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Nutrient Content Claims And Other Descriptive Terms

- Natural Organic Gluten Free

Health Claims

Statements Of Geographic Origin

Declaration Of Ingredients (incl preservatives)

Allergen Information

FDA Food Labeling Guide wwwfdagovFoodGuidanceComplianceRegulatoryInformatio

nGuidanceDocumentsFoodLabelingNutritionFoodLabelingG

uidedefaulthtm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 61: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Food Institute

httpwwwfoodinstitutecom

Labeling Requirements

Nutrition

Identity

Ingredients

Content Claims

Local

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 62: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Labels for meat products have to have up to eight

features with specific information including

Product Name

USDA Inspection Legend

Net Weight

Handling Statement

Address (Signature) Line

Ingredients Statement

Nutrition Facts

Safe Handling Instructions

wwwfsisusdagovregulationsLabeling_Guidanceind

exasp

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 63: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Package

Handling

Directions

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 64: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

lsquoWeatherproofrsquo (if factor)

Not lsquoget in the wayrsquo of the product

Donrsquot over-label your product

Differentiate your product

Indicate appropriate certifications

Country-of-origin label required for

groceryfoodservice

PLUUPC codes ndash packaging should be

negotiated with retailer The Packer Merchandising Guide

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 65: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

What will shares be packed in

How does point of distribution impact packaging

Who packs shares

Pre-packed or Member

pack their own

Standard shares or variation

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 66: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Production Operation Maple Syrup Processors amp Honey Producers are required to label all of their food products and include the following information on the label of each unit of food product offered or distributed for sale

1 The name and address of the business of the cottage food production operation processor

or beekeeper

2 The name of the food product

3 The ingredients of the food product in descending order of predominance by weight

4 The net weight or net volume of the food product

5 The following statement in ten-point type

ldquoThis Product is Home Producedrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 67: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Cottage Food Labeling

If a nutritional claim is made (ie low fat salt free etc) federal labeling requirements must be met Specific food labeling information is available at the ODA web site wwwagriohiogovdivsFoodSafety

Allergen labeling must be followed as specified in the federal labeling requirements wwwfdagovFoodGuidanceComplianceRegulatoryInformationGuidanceDocumentsFoodLabelingNutritionucm059116htm

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 68: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

Plants

Watering reminder system (text e-mail alerts stickers

for a calendar magnet)

Include a ldquoBest if Planted Byrdquo date on pot

Print a ldquoShipped Onrdquo date on the pot (Consumers

shop for plants like produce and this gives them a

reason to buy the ldquofreshestrdquo plants on the bench)

Consumers were very interested in the actual plant

producers Personalize the purchase - ldquoFrom our

home to yours This plant was inspected by Joe on

March 15th 2011rdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 69: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Packaging amp Labeling

People ndash Product ndash Place ndash Promotion ndash Plan

The Packer wwwthepackercom

wwwproducemarketguidecomtheguideasuppliersasp (select packaging materials)

Specialty Foods - wwwspecialtyfoodcomnews-trendsfeatured-articlesretail-operationsthe-label-table

Meat - wwwfsisusdagovpdflabeling_requirements_guidepdf

Center for Innovative Food Technology (CIFT) wwweiscorglinksphp

OSU Food Industries Center

httpfoodindustriesosueduuseful-links

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 70: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

httpgoosuedupricing

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 71: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing - Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

bull The major mistake producers make in

pricing to restaurants is to assume retail

prices will be competitive

bull Restaurants are a direct to wholesale

market

bull Most chefs will tell you what theyrsquore looking

at for non-local prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 72: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Account for the cost of getting your product to the

restaurant

ldquoWe see what the product is selling for wholesale

figure in fuel costs and our time and thatrsquos what

we stick withrdquo

--Brian Stout Dowagiac MI

Brian Stoutrsquos Farmstand

Green City Market Chicago IL

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 73: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

bull Quality of the long term relationship is about delivering value to the restaurant

bull Be careful not to price yourself out of the market

ndash ldquoI canrsquot afford to serve an $8-10 lsquolocalrsquo salad It wonrsquot sellrdquo

bull Keep in mind why the restaurant would continue to regard you as a ldquopreferred supplierrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 74: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Consider developing a weekly price list

(Describe the product too)

Pre-season template for easy edits

E-mail or web-based delivery to

buyers (Use easy order form template)

Chefs want to see clear fair pricing

reference prices

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 75: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How is the target margin determined by the retailer

spoilage ndash higher likelihood of loss means higher margin required to cover losses

theft or unaccounted loss of inventory

unsold inventory

seasonality demand availability in other stores

special promotions

Typical grocery produce margins run 33-50 and are variable across items

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 76: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

Observing trends in other markets

USDA Terminal Market

httpmarketnewsusdagovportalfv

Wholesale Shipping Points

wwwthepackercomMarketTrendsMarketTrends-Homeasp

KY Produce Auction amp Farm Market Reports

wwwukyeduAgHortBiz

bull Auction and farm market prices - Mt Hope auction listing out the produce sales reports Kentucky Crops httpwwwukyeduAgNewCropspricehtml

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 77: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing

People ndash Product ndash Place ndash Promotion ndash Plan

How amp When Pay

Cash (ATM) Check Credit Cards

Mobile Payments (wwwmobilediacom) Square Intuit GoPayment Verifone Payware

Financial services device makers software co

Industry group exploring standardized system

Google Apple and Research in Motion have also shown interest in mobile

payments

CSA Deposit of PaymentsTiming Incentivehellip

SNAP WIC Senior hellip

AgT One Entry Fee or PriceAttraction

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 78: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Pricing amp Payments

People ndash Product ndash Place ndash Promotion ndash Plan

Invoices are required by most chefs

Few chefs pay cash at the kitchen door

Requirements for invoice

Contact Information Name address phone number emailInternet contact

Product Description

How much product (weight or count)

How much product cost

Transaction Date and Invoice

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 79: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Product Sample Invoice (Generic MSWord Form)

Invoice DIRECT TO YOU FARM Date 10302009

INVOICE [100]

TO [Name] [Company Name]

[Street Address] [City ST ZIP Code]

[Phone] Customer ID [ABC12345]

Salesperson Job Shipping Method Shipping Terms Delivery Date Payment Terms Due Date

Net 15 Days 11152009

Qty Item Description Unit Price Discount Line Total

2 Cases

HEIRLOOM TOMATOES

2000 4000

Total Discount

Subtotal 4000

Sales Tax

Total 4000

Make all checks payable to DIRECT TO YOU FARM

Thank you for your business

DIRECT TO YOU FARM [Street Address] [City ST ZIP Code] Phone [000-000-0000] Fax [000-000-0000] [e-mail]

Farm Logo

displayed

prominently

Space for customer

contact information Payment terms and

due date specified

Invoice date and

number

Quantity Product Cost

and Total

Your Farmrsquos complete

contact information

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 80: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Expectations Document the transactions

GWFS more demanding need regular communication of basic information

ldquoName address phone number the product how much it weighed and how much it costrdquo (date transaction a good idea too)

Invoice

Bill of lading ndash deals with transportation records

Cashpayment receipt

Occasional seasonal transactions with smaller independents may be more flexible

Larger sales volume needs system of financial controls

Consider at least a Quickbooks or comparable system

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 81: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Sample

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 82: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

3 PLACES

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 83: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place Where you sell

Distribution amp Storage

Promotion

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 84: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Place Consumers

bull Off-farm Retail lsquoStandrsquo

bull Temporary roadside stand

bull Year-round retail market

bull Farmersrsquo Market

bull Community Supported Ag

bull On-farm Retail Market

bull lsquoAgritourismrsquo Experiences

bull Other (Internet Delivery Buying Clubs hellip)

People ndash Product ndash Place ndash Promotion ndash Plan

A product or service

provides

customer satisfaction

only if

it is available to the

customer

when and where

it is neededrdquo

Lambert Stock amp Ellram

Fundamentals of Logistics

Management 1998

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 85: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Customer Perception of Retailers

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 86: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Farmersrsquo MarketsCommunity Markets

People ndash Product ndash Place ndash Promotion ndash Plan

Federal Funds are Available to Assist Farmersrsquo

Markets and Farm Markets new to accepting EBT

(Electronic Benefits Transfer) SNAP

(Supplemental Nutrition Assistance Program)

bull Must be approved by USDA Food and Nutrition

Service as an approved retailer on or after

November 18 2011

bull Application deadline is September 30 2013

bull Call 614-466-4815 and ask to speak with the

EBT Section

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 87: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

Various distribution models

On-farm pick-up (pre-packed ampor selection)

Delivery to home or neighborhood

One-spot drop or multiple drops

(benefits amp costs of each)

Health Club or Hospital

Church or School

Farmersrsquo Market GroceryRetail Store

Business hellip Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 88: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Community Supported Agriculture (CSA)

People ndash Product ndash Place ndash Promotion ndash Plan

httpwwwcityfreshorgcity-fresh

City Fresh bull access to fresh local produce in our

cities regardless of income

bull more stable markets for local farmers

bull 600 weekly members

bull Single Share ($1500 or $900 for limited income)

bull Family Share ($2800 or $1600 for limited income)

bull WIC Income Guidelines determine eligibility for the limited

income share option

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 89: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Internet Sales

People ndash Product ndash Place ndash Promotion ndash Plan

httpeshipunledudirectmarketingfood

UNL Direct Marketing

httpwwwyoutubecomuserdirectmarketonline

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 90: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Producers should determine best

times for lsquoregularrsquo delivery to

specific restaurants

Typical delivery times

Before lunch preparation in morning

(9-10 am)

Between lunch and dinner (3-4 pm)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 91: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Restaurants

People ndash Product ndash Place ndash Promotion ndash Plan

Own delivery direct-to-buyer

Shared delivery with others

Pre-arranged pick up points

3rd Party delivery company

Wholesaler or distributor

Perishable Ag Commodities Act (PACA) 0 interstate trade

Red Book and Blue Book

wwwuvmedunewfarmermarketingmarketing_resourcesrestaurant_ass

essmentpdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 92: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Storage

People ndash Product ndash Place ndash Promotion ndash Plan

How can you keep product quality

Harvest to Delivery

Cost of distribution and storage

httpplantsforhumanhealthncsuedu20120820pack-n-cool

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 93: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

4 PROMOTIONS

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 94: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion Basic Print amp Electronic Communications

Market Partner Communications

Campaigns amp Selling

Customer Service

Plan amp Process

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 95: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Communications

Print Business Card

Brochure

Price List

Electronic Website

Social Media goosuedumapsandapps

Other Story + Elevator Pitch

Directory Listings

Uniforms

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 96: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Social Media

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 97: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Story

People ndash Product ndash Place ndash Promotion ndash Plan

Your unique storyhellip

Their memorable experiencehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 98: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicating with Wholesale Buyers

People ndash Product ndash Place ndash Promotion ndash Plan

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability of ldquosecondsrdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 99: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Communicate about product selection amp supply

Pre-season planning

Chefs sitting down with all growers and their seed catalogs before the season begins

Regular updates on current amp upcoming product availability

Email blasts

Phone calls

Personal appointments

(whatever the buyer prefers)

Communicate about availability

of ldquosecondsrdquo

Product Selection amp Supply Restaurant

People ndash Product ndash Place ndash Promotion ndash Plan

Wholesale

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 100: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Market Partner Communications Marketing with program collaborators (strategic partners)

Program link on websites

Cross-promotions on social media

Email communications

Recognition on menus signage

Taste testing events

Other

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 101: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Market Partners

People ndash Product ndash Place ndash Promotion ndash Plan

Chefs want to communicate theyrsquore serving ldquolocally grownrdquo product but itrsquos not always possible to include specifics in menus and other marketing materials

Smaller restaurants may have more ability to publicize sources of their product

Training serving staff to communicate to customers about locally sourced product is key

ldquoldquoI know that Irsquoll be able to source products like local tomatoes but I donrsquot always know what farm theyrsquore coming from in a given weekrdquo --Scott Wallen Executive Chef

UpstreammdashCharlotte NC

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 102: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Campaigns Awareness ndash Trial ndash Customer - Loyalty

Customer Friend Fan

Price Value Experience

Need Reason Prefer to Buy Devoted

Shop

Opportunistically

Shop

Purposefully

Shop for

Pleasure

Advocate

Supporter

Client

Customer

Prospect

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 103: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Connecting Through

wwwohiomarketmakercom

People ndash Product ndash Place ndash Promotion ndash Plan

Free Business Profile ndash

Buyers can find you

BuySell Forum postfind (private)

Free market data

bull demographics

bull food consumption

bull industry contacts

Feature your business

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 104: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Industry amp Community Organizations amp Events

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 105: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Way finding

bull Direct Find You

bull On Premises

bull Attract Inform Educate

bull Point of Purchase

bull Select Product hellip Other Action

bull Answer common Questions or Solve problems

bull PositioningBranding

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 106: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Elements of good signage

Simple clear message

Tough to read ALL CAPS Fancy Fonts

Size of Letters amp Color Combinations

Color Psychology Consistency

Appropriate Materials (PermanentTemp)

Background Search for ldquoDesigning Effective Marketing Materials ndash

Barrettrdquo to find my factsheet

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 107: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

POP Signage

(Point Of Purchase)

What is it (and quantity)

How much does it cost

Benefit

Brand

What do I do with it

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 108: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

bull Inviting Interactive

bull Abundance (not perfection)

bull Experience

bull Shopping is a sensory experience

bull Height of product (signage theater)

bull Sloped shelves

bull Lighting

bull DecisionsActions

bull What do you want them to do

httpsutextensiontennesseeedupublicationsDocumentsPB1794pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 109: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

Staging Imagine what look like in their home

Bundling Group items together

Fixtures amp Props

ldquoEach fixture should present the merchandise to the

public and thereby act as a silent salespersonrdquo

Visual Merchandising A Guide for Small Retailers

httpncrcrdmsueduuploadsfiles133NCRCRD-rrd155-printpdf

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 110: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Visual Merchandising (Signage amp Displays)

People ndash Product ndash Place ndash Promotion ndash Plan

Point of Sale Area

Small inexpensive items to encourage impulse

buying

New product information

Prompt next call to action

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 111: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

So what Customersrsquo willingness to recommend a you to someone else

(Harvard Business Review)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 112: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Customer Service

People ndash Product ndash Place ndash Promotion ndash Plan

wwwcustomerservicemanagercom

httpwwwnationalcsacom httpicsatodayorg

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 113: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Promotion

People ndash Product ndash Place ndash Promotion ndash Plan

Why (what will you measure)

Right Reason

Awareness Trial Customers Referrals Loyalty

Who

Right Audiences hellip Relationships

What

Right Message (Benefits vs Features)

Attention Interest Desire Action (Lavidge and Steiner 1961)

What do you want them to feel do know

When

Right Time Frequency (4-9x) Consistency

Where - Right Place Media Choices

How Much- Right Budget

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 114: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

5 PLAN People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 115: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

People

Product

Place

Promotion

Plan amp Process

Resource Management ($ Human Space Equip)

Risk Management (Insurance Quality Safety)

SWOT (Strength amp Weakness + Opportunity amp Threats)

Marketing amp business planmanagement

(goals milestones budget calendar)

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 116: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 117: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Human Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Who

After your plan is

developed your best

marketing person

may be a 14 year old

with a smart phonehellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 118: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Financial Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Determine Market Potential

Who will buy hellip how much will they spend ndash given your customer profile competitionhellip

Write Marketing Goals Tactics

Specific Measurable Attainable Rewarding Timed

Estimate Annual Sales Financials

Sales Projections Cash Flow Balance Sheet

Calculating Profitability httpseagrantuafedumapfishbizpubsasg-47pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 119: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk

People ndash Product ndash Place ndash Promotion ndash Plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 120: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Food Safety

People ndash Product ndash Place ndash Promotion ndash Plan

Grocerswholesalers differ widely on this Larger entities see mandatory USDA GAP with 3rd party certification as imminent

Small entities seem satisfied with certification of GAP training

Few restaurants buying direct from growers identified these as major requirements

Meatsdairy lean on USDA inspection Processors must be inspected by USDA

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 121: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Insurance

People ndash Product ndash Place ndash Promotion ndash Plan

Basic Business Insurance

bull Product liability insurance is usually assumed or required in the producerrestaurant relationship

bull Annual premiums vary by region but are often under $500 per year (typically in the $250 range) for $1 million coverage

bull Smaller grocers and wholesalerscoverage requirements

mostly $1 million umbrella some $2 million

bull Larger retailers can require as much as $5m in coverage

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 122: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

Be Proactive

Adequate liability

Safety precautions routines standard

operating procedures audits

Contracts Liability Releases

Signs (with photos)

Zoning

Licenses amp Taxes

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 123: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Risk Management

People ndash Product ndash Place ndash Promotion ndash Plan

httpextensionpsuedufarm-businessresourcespublicationsmy-food-

venture-risk-management-plan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 124: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Uniform Food Safety Code

wwwodhohiogovrulesfinalf3717-1aspx

Cottage Food Regulations

wwwagriohiogovdivsFoodSafetydocsCottage_Food_Rule

s_Final6-09pdf

Mobile Retail Food Establishment (MRFE) -means a retail

food establishment that is operated from a movable vehicle

or other portable structure and that routinely changes

location hellip

wwwagriohiogovfoodsafety

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 125: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

MRFE

People ndash Product ndash Place ndash Promotion ndash Plan

Who needs a MRFE license

Anyone who sells

ldquopotentially hazardousrdquo products

Eggs Meat Dairy

Where do you get a MRFE license

The health department that has jurisdiction where

you live

Should then be honored anywhere in Ohio

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 126: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Registration Forms for ODA Farm market

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-02pdf

Farmersrsquo market httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-03pdf

Farm product auction

httpwwwagriohiogovpublic_docsformsfoodsafetyFood_3800-01pdf

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 127: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Are You MarketReady Your Plan hellip

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 128: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

People ndash Product ndash Place ndash Promotion ndash Plan

Business Plans (Story)

Section 1 Summary

Section 2 Management

Section 3 Marketing

People Target MarketsTrade Area

Products amp Services (pricing packaging)

Place (distribution)

Promotions (competitive advantage)

Section 4 Money

Section 5 Measures of Success

Section 6 Attachments

httpsouthcentersosuedumarketingplan

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 129: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

Resources

People ndash Product ndash Place ndash Promotion ndash Plan

Ohio Cooperative Development Center

httpocdcosuedu

Emerging Food Hubs

bull Our Harvest ndash Cincinnati

bull Goodness Grows ndash Youngstown

bull Shekinah Ranch ndash Dayton

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 130: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

ldquoThe good news is that marketing will be around forever The bad news is that it wonrsquot be exactly the way you learned it

because of the rapidly changing marketplacerdquo

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing

Page 131: Marketing Food Produced in Urban Areas Maps & Apps, Mobile ... · Marketing Food Produced in Urban Areas Market Gardener Training Program Mike Hogan, Extension Educator, Franklin

Maps amp Apps Mobile Media Marketing Eric Barrett and Rob Leeds

httpgoosueduMapsAndApps

httpdirectmarketingosuedu

uosuedudirectmarketing


Urban Areas - Rural Areas and Recycling - The organic way ...orgprints.org/6180/1/dar_3.pdf · Urban Areas - Rural Areas and Recycling ... Rural Areas and Recycling -The organic way

Urban Areas - Rural Areas and Recycling - The organic way ...orgprints.org/6180/1/dar_3.pdf · Urban Areas - Rural Areas and Recycling ... Rural Areas and Recycling -The organic way

Demographia World Urban Areas

Demographia World Urban Areas

public spaces in urban areas

public spaces in urban areas

Urban Water Resources – Programming Areas

Urban Water Resources – Programming Areas

Rural and urban areas: comparing lives using rural/urban ...

Rural and urban areas: comparing lives using rural/urban ...

Urban and Nonurban Areas - HIV

Urban and Nonurban Areas - HIV

Planting Trees in Urban Areas

Planting Trees in Urban Areas

URBAN AREAS AND CITIES ACT

URBAN AREAS AND CITIES ACT

Underground Infrastructure of Urban Areas

Underground Infrastructure of Urban Areas

high density urban areas

high density urban areas

Urban Sprawl. What is Urban Sprawl? Urban Sprawl - the creation of urbanized areas that spread into rural areas.

Urban Sprawl. What is Urban Sprawl? Urban Sprawl - the creation of urbanized areas that spread into rural areas.

Greenery in urban areas

Greenery in urban areas

Structure of Urban Areas

Structure of Urban Areas

Urban Areas United States and Canada. Urban Areas Urban – having something to do with cities. People make a living in ways other than farming. Urban areas.

Urban Areas United States and Canada. Urban Areas Urban – having something to do with cities. People make a living in ways other than farming. Urban areas.

Rajasthan Urban Areas (Permission for use of …urban.rajasthan.gov.in/.../uit-udaipur/pdfs/uit_rule_4.pdfRajasthan Urban Areas (Permission )Rules, 2012 13 Rajasthan Urban Areas (Permission

Rajasthan Urban Areas (Permission for use of …urban.rajasthan.gov.in/.../uit-udaipur/pdfs/uit_rule_4.pdfRajasthan Urban Areas (Permission )Rules, 2012 13 Rajasthan Urban Areas (Permission

Volume 11 – Urban Release Areas€¦ · Volume 11 – Urban Release Areas. PART 2 – Urban Release Areas 5.1 Wilton Park, Wilton (Bingara Gorge) This Urban Release Area is subject

Volume 11 – Urban Release Areas€¦ · Volume 11 – Urban Release Areas. PART 2 – Urban Release Areas 5.1 Wilton Park, Wilton (Bingara Gorge) This Urban Release Area is subject

Refugees in urban areas

Refugees in urban areas

WSP Urban Areas Singapore 2008

WSP Urban Areas Singapore 2008

From genes to habitats – effects of urbanisation and urban areas … · Effects of urbanisation and urban areas on biodiversity Urban areas and urbanisation affect biodiversity

From genes to habitats – effects of urbanisation and urban areas … · Effects of urbanisation and urban areas on biodiversity Urban areas and urbanisation affect biodiversity

Constantly changing Based in large, heterogeneous groups of people Based mainly in urban areas Material goods mass-produced by machines in factories.

Constantly changing Based in large, heterogeneous groups of people Based mainly in urban areas Material goods mass-produced by machines in factories.