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

2. 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

3. 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

4. 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

5. 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

6. 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

7. 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

8. 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

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

10. The Value-Added & Alternative Agriculture Start-up Toolkit
Resources
For an overview of how to promote a value-added product, visit:
For a review of how to create a marketing plan, visit:
For a look at home-based marketing, visit:
For a review of different approaches to marketing, visit:
The Value-Added & Alternative Agriculture Start-up Toolkit