eric barrett ohio state university extension
DESCRIPTION
Developing and Growing a Brand For Your Farm. Eric Barrett Ohio State University Extension. What is a brand?. Idea or image of specific product/service Name, logo, slogan, colors/designs Marketed to gain consumer recognition Specific to a business. What is branding?. Recognition - PowerPoint PPT PresentationTRANSCRIPT
![Page 1: Eric Barrett Ohio State University Extension](https://reader035.vdocuments.mx/reader035/viewer/2022081514/56813b7e550346895da49a5d/html5/thumbnails/1.jpg)
The Ohio Direct Marketing Team
Eric Barrett Ohio State University Extension
Developing and Growing a Brand For Your Farm
![Page 2: Eric Barrett Ohio State University Extension](https://reader035.vdocuments.mx/reader035/viewer/2022081514/56813b7e550346895da49a5d/html5/thumbnails/2.jpg)
• Idea or image of specific product/service
• Name, logo, slogan, colors/designs
• Marketed to gain consumer recognition
• Specific to a business
What is a brand?
![Page 3: Eric Barrett Ohio State University Extension](https://reader035.vdocuments.mx/reader035/viewer/2022081514/56813b7e550346895da49a5d/html5/thumbnails/3.jpg)
What is branding?
• Recognition– You, not just the things you sell/market
• Reputation– How customers are treated– Organization– Expectations
• Brand management– Using your brand to market to consumers– Not just advertising
![Page 4: Eric Barrett Ohio State University Extension](https://reader035.vdocuments.mx/reader035/viewer/2022081514/56813b7e550346895da49a5d/html5/thumbnails/4.jpg)
The Ohio Direct Marketing Team
Can you name a retail business that does not have a brand?
![Page 5: Eric Barrett Ohio State University Extension](https://reader035.vdocuments.mx/reader035/viewer/2022081514/56813b7e550346895da49a5d/html5/thumbnails/5.jpg)
branding…
already have a logo…
no livestock…
![Page 6: Eric Barrett Ohio State University Extension](https://reader035.vdocuments.mx/reader035/viewer/2022081514/56813b7e550346895da49a5d/html5/thumbnails/6.jpg)
Do you do a good job…
• Branding• A single style that’s all your own?
• Merchandising• Using eye catching displays that
entice customers to buy?
• Training• Ensuring your family/employees all understand?
![Page 7: Eric Barrett Ohio State University Extension](https://reader035.vdocuments.mx/reader035/viewer/2022081514/56813b7e550346895da49a5d/html5/thumbnails/7.jpg)
Our Agenda
• Find Your Passion
• Brand Your Farm
• Embrace Opportunities– Reading Your Image: Basic improvements– Signage Ideas – Do’s & Don’ts
• Gain Buy-In– From staff/family: Communication &
Training
![Page 8: Eric Barrett Ohio State University Extension](https://reader035.vdocuments.mx/reader035/viewer/2022081514/56813b7e550346895da49a5d/html5/thumbnails/8.jpg)
Passion
![Page 9: Eric Barrett Ohio State University Extension](https://reader035.vdocuments.mx/reader035/viewer/2022081514/56813b7e550346895da49a5d/html5/thumbnails/9.jpg)
What feeds your business mind?
![Page 10: Eric Barrett Ohio State University Extension](https://reader035.vdocuments.mx/reader035/viewer/2022081514/56813b7e550346895da49a5d/html5/thumbnails/10.jpg)
What is Passion!
• Webster…– 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?
![Page 11: Eric Barrett Ohio State University Extension](https://reader035.vdocuments.mx/reader035/viewer/2022081514/56813b7e550346895da49a5d/html5/thumbnails/11.jpg)
Selling Passion
• It’s more – Fun– Profitable– Rewarding
• It’s less– Stressful– Frustrating– Testing…Yummy Peppers - $5.00qt?
![Page 12: Eric Barrett Ohio State University Extension](https://reader035.vdocuments.mx/reader035/viewer/2022081514/56813b7e550346895da49a5d/html5/thumbnails/12.jpg)
It’s all about me!
"Without passion you don’t have energy, with out energy you have nothing."— Donald Trump
![Page 13: Eric Barrett Ohio State University Extension](https://reader035.vdocuments.mx/reader035/viewer/2022081514/56813b7e550346895da49a5d/html5/thumbnails/13.jpg)
Refocusing On Your Passion
• Sometimes it’s a jolt
• Sometimes it’s a conference
• Many times – reflection with the team
Restaurant Impossible
On the Food Network
![Page 14: Eric Barrett Ohio State University Extension](https://reader035.vdocuments.mx/reader035/viewer/2022081514/56813b7e550346895da49a5d/html5/thumbnails/14.jpg)
Take time to charge up…
• Once the season is here…I’m too busy…
• I don’t have time…
• We’ve always done it this way…
• People like Silver Queen…
• Teenagers are just a pain to hire…
• I’m in a rut…
• I’m exhausted after the season…
![Page 15: Eric Barrett Ohio State University Extension](https://reader035.vdocuments.mx/reader035/viewer/2022081514/56813b7e550346895da49a5d/html5/thumbnails/15.jpg)
Passion vs. Frustration
![Page 16: Eric Barrett Ohio State University Extension](https://reader035.vdocuments.mx/reader035/viewer/2022081514/56813b7e550346895da49a5d/html5/thumbnails/16.jpg)
Moving on?
"You never achieve success unless you like what you are doing."— Dale Carnegie
![Page 17: Eric Barrett Ohio State University Extension](https://reader035.vdocuments.mx/reader035/viewer/2022081514/56813b7e550346895da49a5d/html5/thumbnails/17.jpg)
Reflection with the team
• Why do we do this?
• Are there ‘secret complaints’ – of staff?– of customers?
• What frustrates us?
• Excites us?
• How can we deal with these?
Mission
![Page 18: Eric Barrett Ohio State University Extension](https://reader035.vdocuments.mx/reader035/viewer/2022081514/56813b7e550346895da49a5d/html5/thumbnails/18.jpg)
The Ohio Direct Marketing Team
Developing/Upgrading Your Branding
![Page 19: Eric Barrett Ohio State University Extension](https://reader035.vdocuments.mx/reader035/viewer/2022081514/56813b7e550346895da49a5d/html5/thumbnails/19.jpg)
![Page 20: Eric Barrett Ohio State University Extension](https://reader035.vdocuments.mx/reader035/viewer/2022081514/56813b7e550346895da49a5d/html5/thumbnails/20.jpg)
why are they using branding?
branding changes _______________
Your value lies within
your guests
![Page 21: Eric Barrett Ohio State University Extension](https://reader035.vdocuments.mx/reader035/viewer/2022081514/56813b7e550346895da49a5d/html5/thumbnails/21.jpg)
6th Grade Science Class
Conditioned Response=+
![Page 22: Eric Barrett Ohio State University Extension](https://reader035.vdocuments.mx/reader035/viewer/2022081514/56813b7e550346895da49a5d/html5/thumbnails/22.jpg)
=Your Logo is the bell
They own part of nearly every 3 year old’s
brain!
![Page 23: Eric Barrett Ohio State University Extension](https://reader035.vdocuments.mx/reader035/viewer/2022081514/56813b7e550346895da49a5d/html5/thumbnails/23.jpg)
Close your eyes…think about what the public thinks is the typical
farmstead…
![Page 24: Eric Barrett Ohio State University Extension](https://reader035.vdocuments.mx/reader035/viewer/2022081514/56813b7e550346895da49a5d/html5/thumbnails/24.jpg)
![Page 25: Eric Barrett Ohio State University Extension](https://reader035.vdocuments.mx/reader035/viewer/2022081514/56813b7e550346895da49a5d/html5/thumbnails/25.jpg)
Common Language
• Building names
• Themes
• Ensures efficiency in communications with employees and customers
![Page 26: Eric Barrett Ohio State University Extension](https://reader035.vdocuments.mx/reader035/viewer/2022081514/56813b7e550346895da49a5d/html5/thumbnails/26.jpg)
Brand updates
• Values will change – should help with decisions on pricing, offerings
• Why are you in business?
Look at:• Changes in products/services • The “feel” you are presenting• Farm signage changes• Design changes
– i.e. – sleek is fashionable
![Page 27: Eric Barrett Ohio State University Extension](https://reader035.vdocuments.mx/reader035/viewer/2022081514/56813b7e550346895da49a5d/html5/thumbnails/27.jpg)
a little upgrade…
![Page 28: Eric Barrett Ohio State University Extension](https://reader035.vdocuments.mx/reader035/viewer/2022081514/56813b7e550346895da49a5d/html5/thumbnails/28.jpg)
Beyond logo, color…
• Buildings, Employees, Ads, Displays, Customer Service, Packaging,
• Everything!
A themeare you rustic split rail, colonial picket, or Kentucky style white-
board fences?
![Page 29: Eric Barrett Ohio State University Extension](https://reader035.vdocuments.mx/reader035/viewer/2022081514/56813b7e550346895da49a5d/html5/thumbnails/29.jpg)
branding the country lifestyle…
“Out Here…you'll find callused hands and uncalloused minds. The rural lifestyle. Sure, it's 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 – “A Paradise Unpaved”
![Page 30: Eric Barrett Ohio State University Extension](https://reader035.vdocuments.mx/reader035/viewer/2022081514/56813b7e550346895da49a5d/html5/thumbnails/30.jpg)
The Experience Economy
• that memory itself becomes the product
• can we go backwards and keep experience?
![Page 31: Eric Barrett Ohio State University Extension](https://reader035.vdocuments.mx/reader035/viewer/2022081514/56813b7e550346895da49a5d/html5/thumbnails/31.jpg)
our brand must identify us in each and every way we
communicate
All Five Senses
![Page 32: Eric Barrett Ohio State University Extension](https://reader035.vdocuments.mx/reader035/viewer/2022081514/56813b7e550346895da49a5d/html5/thumbnails/32.jpg)
The Ohio Direct Marketing Team
Opportunities:Displays, Stands,
Farmsteads
![Page 33: Eric Barrett Ohio State University Extension](https://reader035.vdocuments.mx/reader035/viewer/2022081514/56813b7e550346895da49a5d/html5/thumbnails/33.jpg)
The Ohio Direct Marketing Team
Reading Your Image:“basic” improvements
![Page 34: Eric Barrett Ohio State University Extension](https://reader035.vdocuments.mx/reader035/viewer/2022081514/56813b7e550346895da49a5d/html5/thumbnails/34.jpg)
The Ohio Direct Marketing Team
Opportunities:Evaluating Your Brand
![Page 35: Eric Barrett Ohio State University Extension](https://reader035.vdocuments.mx/reader035/viewer/2022081514/56813b7e550346895da49a5d/html5/thumbnails/35.jpg)
Reading Your Image
• Go home and do this!
• Ask a close friend who will be honest
• Keep doing it
• Use it
![Page 36: Eric Barrett Ohio State University Extension](https://reader035.vdocuments.mx/reader035/viewer/2022081514/56813b7e550346895da49a5d/html5/thumbnails/36.jpg)
Your image from the road
Beautiful, right? But, right for the business?1. Name of this business? 2. What are they selling? 3. A picture site for families? 4. What’s hiding behind this?
![Page 37: Eric Barrett Ohio State University Extension](https://reader035.vdocuments.mx/reader035/viewer/2022081514/56813b7e550346895da49a5d/html5/thumbnails/37.jpg)
Reading my Image
1. What is the “Wow” I see from the road? (or from the end of the isle at the farmers’ market)
2. First thing I see as I pull up/walk up…
3. Number of times my logo is visible before entering the store/getting close to the stand:
4. First friendly hello – how quick does this occur? What were employees wearing?
5. Were prices visible? Did displays draw attention?
6. How many purchasing ideas (or bundling) before getting to the register?
7. Most memorable part of the visit?
8. Most memorable ‘item for sale’ you noticed?
![Page 38: Eric Barrett Ohio State University Extension](https://reader035.vdocuments.mx/reader035/viewer/2022081514/56813b7e550346895da49a5d/html5/thumbnails/38.jpg)
![Page 39: Eric Barrett Ohio State University Extension](https://reader035.vdocuments.mx/reader035/viewer/2022081514/56813b7e550346895da49a5d/html5/thumbnails/39.jpg)
http://vegfruit.wordpress.com
![Page 40: Eric Barrett Ohio State University Extension](https://reader035.vdocuments.mx/reader035/viewer/2022081514/56813b7e550346895da49a5d/html5/thumbnails/40.jpg)
The Ohio Direct Marketing Team
Buy-In from staff/family:Training
![Page 41: Eric Barrett Ohio State University Extension](https://reader035.vdocuments.mx/reader035/viewer/2022081514/56813b7e550346895da49a5d/html5/thumbnails/41.jpg)
Hiring or Family or Friends…
“One person with passion is better than forty people merely interested."— E. M. Forster
![Page 42: Eric Barrett Ohio State University Extension](https://reader035.vdocuments.mx/reader035/viewer/2022081514/56813b7e550346895da49a5d/html5/thumbnails/42.jpg)
Training
• Training materials should match marketing materials (brand)
• Mix in the reasoning
• Answer the tough questions
• Get the conversation started
![Page 43: Eric Barrett Ohio State University Extension](https://reader035.vdocuments.mx/reader035/viewer/2022081514/56813b7e550346895da49a5d/html5/thumbnails/43.jpg)
If you build it…they will…buy!
Relationships (not baseball diamonds)
![Page 44: Eric Barrett Ohio State University Extension](https://reader035.vdocuments.mx/reader035/viewer/2022081514/56813b7e550346895da49a5d/html5/thumbnails/44.jpg)
Relationships!
Part 1: Fundamental Techniques in Handling People
Part 2: Six ways to make people like you
Part 3: Win people to your way of thinking
Part 4: Be a Leader: How to Change People Without Giving Offense
![Page 45: Eric Barrett Ohio State University Extension](https://reader035.vdocuments.mx/reader035/viewer/2022081514/56813b7e550346895da49a5d/html5/thumbnails/45.jpg)
The person behind the table… affects relationships
• Front line – difficult on busy days
• What’s in season?
• What does this taste like?
• How long will you have this?
• Do employees act positive or frustrated?– Who’s fault?
![Page 46: Eric Barrett Ohio State University Extension](https://reader035.vdocuments.mx/reader035/viewer/2022081514/56813b7e550346895da49a5d/html5/thumbnails/46.jpg)
Too often…we avoid
1. Initiate the greeting
2. Engage without confronting
3. Answer questions
4. Promote products
Start the relationship:
Only thing to avoid: YES or NO questions!
![Page 47: Eric Barrett Ohio State University Extension](https://reader035.vdocuments.mx/reader035/viewer/2022081514/56813b7e550346895da49a5d/html5/thumbnails/47.jpg)
• Translate this into:– Mission– Brand– Marketing
• Utilize these to:– Train employees
• You will:– Generate customers– Create sales & loyalty
Passion & New Information
![Page 48: Eric Barrett Ohio State University Extension](https://reader035.vdocuments.mx/reader035/viewer/2022081514/56813b7e550346895da49a5d/html5/thumbnails/48.jpg)
The Ohio Direct Marketing Team
Eric BarrettOhio State University Extension
Handouts:http://vegfruit.wordpress.com