advertising - : annie's projectanniesproject.rutgers.edu/.../ap2012w_wk1_adv_rvvranken.pdf ·...

Rick VanVranken, Agricultural Agent Cooperative Extension of Atlantic County

Advertising Rick VanVranken

Agricultural Agent Rutgers Cooperative Extension – Atlantic County

Mays Landing, NJ [email protected]

Annie’s Project January 23, 2012


What constitutes advertising?

 Word of mouth  Print, radio, TV media  Signage  Promotional items  Internet

Anything & everything that puts your image in front of potential customers!


Tools of Advertising

 Word of mouth d Personal communications, face-to-face and social media

 Print, radio, TV media d Newsletters, brochures, flyers, posters, newspaper/

magazine, etc. d Radio ads vs. radio shows/spots d TV ads vs. shows/spots

 Signage d Billboards, on/off-site signs, POP

 Promotional items d Trinkets, etc.

 Internet d Static web pages, email newsletters, social media

(Facebook, Twitter, LinkedIn, …)


How much to spend? farm value marketing expenses $130.0 billion $557.5 billion

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38.4¢ 8.0 4.0 3.5 4.7 4.0 3.6 4.3 2.71.53.5 3.0 Source: Elitzak, Howard. USDA-ERS, Food Marketing and Price Spreads: USDA Marketing Bill. November 7, 2003.

18.8 ¢ 81.2¢

WHAT A DOLLAR SPENT ON FOOD PAID FOR IN 2002, IN CURRENT DOLLARS


 Advertising Rules of Thumb (Posted by Brad VanAuken 10/5/2008)

d budget between 8 and 12% of revenues on advertising and other marketing activities ï varies significantly by company and industry

h average company spends approximately 6% of sales on advertising ² computer and office equipment are as low as .09% ² 16.8% for toys, dolls, and games

h industrials spend < consumer products companies Source: Paul A. Scipione, “Too Much or Too Little? Public Perceptions of Advertising Expenditures” Journal of Advertising Research 24, 6 December

1984/January 1985: 23-26.


Guerilla Marketing Down on the Farm



Matty recommends…  15-25% of gross sales

Marketing Budget

80% 10%

5%

5%

Production

directadvertisingbusiness ID

promotional


 The Six Basic Rules of Billboard Advertising – How to Create Effective Billboard Ads By Paul Suggett, About.com Guide

d Six Words or Less is Ideal d Get Noticed, But Don’t Distract d Not the Time for Direct Response d Be Smart, But Not Too Clever d The More Billboards, The Better d Don’t Say It, Show It


Marketing Your Farm Using Social Media

Peter Shankman, CEO, The Geek Factory

 4 Rules for Social Marketing d Transparency – can’t hide anything

d Relevance – don’t assume what potential customers want, know what they want

d Brevity – learn to write, because today’s attention span is only 2.7 seconds

d Be Remembered (not simply recalled)

h Presented to the 2012 New Jersey State Agricultural

Convention, January 18, 2012, Atlantic City, NJ



 “Matty Matarazzo, media-whiz

owner of Matarazzo Farms…is a master of using the media to gain free publicity,” and has…

 “…an album full of press clippings… largely as the result of sending out at least one news release a week.”


“We can spend thousands of dollars on advertising, commercials and radio … none give us the most important reward of the press

release—credibility. ² Robert “Matty” Matarazzo


Marketing Your Farm Using Social Media

Peter Shankman, CEO, The Geek Factory

 helpareporter.com -- become a credible resource


 Top 30 Tips for Affiliate Marketing, primarily from your blog…

No. 1 - Build Trust First  “Trust is earned by…

d “Giving - the more you give away, the more you get back in return … and,


d Recommendations from others - … have them do the marketing for you! ï Trust is earned faster through existing friends

and relationships those people already have with others.


Choices in Social Marketing

 Create and maintain an email list d Email marketing services

 Twitter vs. TXT  Become a blogger or ‘feed’ a blogger?


 “…just as businesses, farmers, etc need their story shared and products recognized – the blogger needs words, more importantly inspirations on a regular basis to keep their blog interesting and the readership engaged and growing. ”

Dan’l Mackey Almy | DMA Solutions, Inc. www.dma-solutions.com


Savvy Marketing 2011

 “It’s great to have the blogger tell the story instead of it always coming from us. The third-party testimonial makes it more credible.”

h Robert Schueller, Melissa’s/World Variety Produce Inc., In ROBBINS, J. 2011. Food Bloggers and Their Influence on Produce Consumers. Produce Business 27 (10): 38.

And the price is right!


Savvy Marketing 2011

 “Pitch stories about your amazing products – yes!

But also “feel good, unusual stories as well”.”

Dan’l Mackey Almy

DMA Solutions, Inc. www.dma-solutions.com


What is advertising?

Anything & everything that puts your image in

front of potential customers!

advertising - : annie's projectanniesproject.rutgers.edu/.../ap2012w_wk1_adv_rvvranken.pdf ·...

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