Ag & Resource Economics Promotional Planning Written by Annette Dunlap, MBA Extension Associate Ag & Resource Economics NC State University

The Value-Added & Alternative Agriculture Start-up Toolkit Program Outline An overview of promotional possibilities Understanding advertising Using signs, brochures and business cards Planning special events Taking advantage of word-of-mouth referrals Next steps resources The Value-Added & Alternative Agriculture Start-up Toolkit

Promotional Possibilities A promotional program should target your audience Promotional activities depend upon what you want to achieve The goal of promotion is to tell people about your business Use promotion to distinguish yourself from your competition Use promotion to establish a unique (brand) identity for your enterprise The Value-Added & Alternative Agriculture Start-up Toolkit

Understanding Advertising The purpose of advertising is to communicate your message Use words or phrases that will get people’s attention Choose a message that is easy to remember The Value-Added & Alternative Agriculture Start-up Toolkit

Advertising Frequency The experts say that an ad must be heard or seen 7 times Ads must be run many more times in order to be heard or seen for those 7 times Advertising can become very expensive Use of co-op or shared advertising can reduce costs – but it also reduces the uniqueness of your message The Value-Added & Alternative Agriculture Start-up Toolkit

Signs, Brochures and Business Cards A cost-effective way to get your message across Use a business name, logo and colors that set you apart Check for spelling and ease of reading Keep brochures simple and easy-to-understand Your business card may be your most cost effective business tool The Value-Added & Alternative Agriculture Start-up Toolkit

Planning Special Events Choose a goal for your special event Gear all your activities toward meeting that goal Set aside a promotional budget specifically for the event The Value-Added & Alternative Agriculture Start-up Toolkit

The Value-Added & Alternative Agriculture Start-up Toolkit Word of Mouth Is often the most effective form of advertising for small enterprises Current customers “pre-sell” you and your products to new prospects Build on that goodwill be reassuring the new customer that you do deliver as expected and promised The Value-Added & Alternative Agriculture Start-up Toolkit

The best promotional tool is a satisfied customer. The Value-Added & Alternative Agriculture Start-up Toolkit

The Value-Added & Alternative Agriculture Start-up Toolkit Resources For an overview of how to promote a value-added product, visit: http://cpa.utk.edu/FAQs/marketing_q3.htm For a review of how to create a marketing plan, visit: http://wsd.dli.mt.gov/local/kalispell/bdkv7/pdf/createmp.pdf For a look at home-based marketing, visit: http://muextension.missouri.edu/explore/miscpubs/mp0596.htm For a review of different approaches to marketing, visit: http://www.oznet.ksu.edu/library/agec2/mf2272.pdf The Value-Added & Alternative Agriculture Start-up Toolkit