Advertising - : Annie's Projectanniesproject.rutgers.edu/.../ap2012w_wk1_adv_rvvranken.pdf ·...
Transcript of 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
Rick VanVranken, Agricultural Agent Cooperative Extension of Atlantic County
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!
Rick VanVranken, Agricultural Agent Cooperative Extension of Atlantic County
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, …)
Rick VanVranken, Agricultural Agent Cooperative Extension of Atlantic County
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
Rick VanVranken, Agricultural Agent Cooperative Extension of Atlantic County
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.
Rick VanVranken, Agricultural Agent Cooperative Extension of Atlantic County
Guerilla Marketing Down on the Farm
Rick VanVranken, Agricultural Agent Cooperative Extension of Atlantic County
Guerilla Marketing Down on the Farm
Matty recommends… 15-25% of gross sales
Marketing Budget
80% 10%
5%
5%
Production
directadvertisingbusiness ID
promotional
Rick VanVranken, Agricultural Agent Cooperative Extension of Atlantic County
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
Rick VanVranken, Agricultural Agent Cooperative Extension of Atlantic County
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
Rick VanVranken, Agricultural Agent Cooperative Extension of Atlantic County
Guerilla Marketing Down on the Farm
“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.”
Rick VanVranken, Agricultural Agent Cooperative Extension of Atlantic County
“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
Rick VanVranken, Agricultural Agent Cooperative Extension of Atlantic County
Marketing Your Farm Using Social Media
Peter Shankman, CEO, The Geek Factory
helpareporter.com -- become a credible resource
Rick VanVranken, Agricultural Agent Cooperative Extension of Atlantic County
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,
Rick VanVranken, Agricultural Agent Cooperative Extension of Atlantic County
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.
Rick VanVranken, Agricultural Agent Cooperative Extension of Atlantic County
Choices in Social Marketing
Create and maintain an email list d Email marketing services
Twitter vs. TXT Become a blogger or ‘feed’ a blogger?
Rick VanVranken, Agricultural Agent Cooperative Extension of Atlantic County
“…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
Rick VanVranken, Agricultural Agent Cooperative Extension of Atlantic County
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!
Rick VanVranken, Agricultural Agent Cooperative Extension of Atlantic County
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
Rick VanVranken, Agricultural Agent Cooperative Extension of Atlantic County
What is advertising?
Anything & everything that puts your image in
front of potential customers!