Online Agrimarketing: Planning before you plant Presented by: Scott Skelly Corn Mazes America.

Online Agrimarketing: Planning before you plant

Presented by: Scott Skelly

Corn Mazes America

Your Presenter

Your Presenter

Scott Skelly

June 2011-2012 Internet Statistics

• The total time spent online in the US is up 21%

• 17% of PC time spent on Facebook • Pinterest grew 1,047% and is now more used

than Google+, and Myspace• 119.3 million people in the US own

smartphones as of the end of September

Shift Happens

Rarely will one aspect of online marketing make or break a business

Rarely will any one aspect of marketing make or break a business

Many businesses fail without marketing

Why Market Online?

•Marketing drives sales

• Connect with customers

Does Online Fit Your Farm?

Technology ruins a ‘Genuine’ Farm Farming is a Technology LeaderFarming is:•Antique tractors•Pitch forks and straw hats•Horses plowing fields•A 1960 pickup with an AM radio•Escape from the city•Unplugged

Today’s farming is:•Precision farming (GPS equipment)•3 digit horsepower tractors•Robotic milking machines•Accept Credit cards•Smartphone Use•Remote controlled tractors

How do your customers perceive your farm,or what image do you purposely create?

Shift Happens

Online Medium Analysis

• Medium Type: – ex. Website, Facebook

• Who will it reach? – Broadcast or targeted? Customers or potential

customers?

Forms of Advertising and Publicity

Print Ads Marketing Material

Audio/Visual Electronic Online Ads

•Daily Newspaper •Weekly Shopper •Classified Ads •Newspaper Inserts •Magazines •Coupon Flyers

•Direct Mail •Brochures •Press Releases •Newsletter

•TV•Radio•Cable•Billboard

•Website•Email•Blogs•Facebook•Twitter

•Google Ads•Yahoo Ads•Facebook Ads•Media Company Ads•Banner Ads

Broadcast vs Targeted


• Medium Type:

– ex. Website, Facebook

• Who will it reach?

– Broadcast or targeted?

• How will they find it?

– Direct link, from social media friend?

• Why will they care?

– Are they looking for you? Are they interested?


• How will it benefit my business?

– Sell product, grow image?

• Why does this medium fit my business? or

What area of my business does this fit?

CSA, Roadside stand, Farmer’s Market, Brand

• What are possible drawbacks of this medium?

– Cost, time, negative posts


• Financial:

– First time setup: Software, programming

– Recurring: Hosting, updates, subscription

• Labor:

– Off season prep

– In season

keyword=“Costs”

Popular Tech Marketing Mediums

1. Websites

2. Blogs

3. Facebook

4. Twitter

5. Pintrest

6. Text messaging

7. Email

8. Banner Ads

9. Cost Per Clicks

10. Smartphone compatible websites

Websites





• Why does this medium fit my business?

or What area of my business does this fit?


• Costs

• Labor requirements

Blogs








• Costs


Facebook








• Costs


Twitter








• Costs


Pintrest








• Costs


Text Messaging








• Costs


Email








• Costs


Banner Ads








• Costs


Cost per Click Ads








• Costs


Smartphone Compatible Websites








• Costs


Keep Your Foot Out of Your Mouth

Avoid hurting yourself with social media• When your crop is not good, do not post:

We had a lot of rain, and most of the strawberries are going bad. Better luck next year.

The picking is a little harder with all the rain we have had, but if you are willing to work a little harder there are still delicious berries to find.

• Do not post your complaints about anythingSometimes farming is really frustrating. I wonder why we even bother to keep farming.

No

Ok

No

Handling Negative Online Feedback

• Depends on situation!• Remove Post

– Send Direct Message to person to correct

• Reply to comment– Shows you are listening– Offer explanation– Use caution to not start a fight

• Let your fans comment• Contact website• Like it or not, eyes are always watching!

QR Codes

• Use as way to provide detailed information• Make content worthwhile• Place where phones are used• Tips:

– Always include physical website address– Use short links– Make sure page works on mobile phone!– Use as way to provide detailed information– Use large codes– Save in .png format

Which is the Best?

• Each farm must decide for itself

• Consider:– Benefits to business– Costs– Your ability to maintain– Is this the right ‘Crop’ to grow

Questions

Scott SkellyCorn Mazes America/Skelly's Farm Market

2713 Hayner RoadJanesville, WI 53548

(608) 352-0175 [email protected]

See us online www.cornmazesamerica.com

www.mazetrivia.comwww.skellysfarmmarket.com

www.facebook.com/skellysfarmmarketwww.youtube.com/skellysfarmmarket

www.pinterest.com/skellysfarmwww.eatwellgivewell.com

Online Agrimarketing: Planning before you plant Presented by: Scott Skelly Corn Mazes America.

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