Local Perspective on Agriculture Business Marketing and Sales
Exploring the aspects of agricultural business marketing and sales from a local viewpoint, covering product, place, price, promotion, market structures, branding, and more. Understand the significance of providing the right product, at the right time and place, using effective techniques for successful operations.
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Presentation Transcript
AGRICULTURE BUSINESS Marketing and Sales from a Local Perspective
Agricultural Business Encompasses everything from farm to fork: Marketing/Advertising Sales Production Management Public Relations Financial Management Economics Business Planning and all other aspects of running a business
Marketing Providing the right product, at the right time, in the right place, using the right techniques Marketing Mix: Product (or service) Place Price Promotion Product Place Price Promotion
Product What are we giving the consumer? Needs/wants satisfied Features Use Sizes, colors, etc. Branding Differentiation from competitors Product
Place Where are we giving it to them? Store types Website Distribution channels Sales force Catalogues Samples Differentiation from competitors Place
Price What are we charging them? Value of the product Price points and typical patterns Profit margin Discounts Comparison to competition Price
Promotion How are we telling them? Marketing messages Advertising options Timing Promotions Comparison to competitors Promotion
Market Structures Four basic types: Perfect Competition Monopolistic Competition Oligopoly Monopoly
Market Activity Read through each card as a group Match the pictures to the cards using what you know about each industry Farmers Market Microsoft Windows software Restaurants Cell phone manufacturers Each group member must raise their hand when the group is finished
Branding Much more than a logo: Values Vision Personality of the business
Branding Benefits of a business brand: Recognizable Creates loyalty Platform for integrated growth Earns a higher price Differentiates from competition Influences customer choice What do your customers want to support?
What goes into a good brand? Target Market Don t try to please everyone please one segment REALLY well Uniqueness Be different for example, TOMS donating one pair of shoes for each pair purchased
What goes into a good brand? Passion and Commitment Consumers often mirror the passion a business puts off think people lining up to get the new iPhone Always striving to improve and build the brand Consistency and Exposure Everything, everywhere, every time for example, think Disney (movies, hotels, parks, etc.)
Value-Added Agriculture Changing a raw agricultural product into something new (ex. berries into jam) A little bit different Provides uniqueness Expands market and season New recognition Higher sales Using resources not already tapped
How does a business do this? A Marketing Plan Contains all parts of the information above, including other components, such as budgeting and SWOT (Strengths, Weaknesses, Opportunities, Threats)
AGRICULTURE BUSINESS Sales
Sales The exchange of a commodity, service, etc. for money The act of convincing a customer to purchase something
Being an effective salesperson What are the characteristics of an effective salesperson? What makes you want to buy something? How can someone portray this (make it part of their actions)?
An effective salesperson Concerned about others Respectful Go-getters Listens Learns Optimistic Resourceful Passionate Independent Asks questions Manages time well Personable Alert Goes above and beyond
Why does it matter? An effective salesperson is important, but they cannot accomplish anything if the product is not marketed well Marketing is important, but does no good if the salesperson cannot sell the product. They are both needed they feed off each other
Customer Buying Process The customer buying process mirrors that of the marketing selling process: Post Purchase Purchase The bottom (marketing) must be done before the top (selling) can be effective. Evaluation of Info Search for Info Recognition
Traditional Selling Process Each step in this process is important, but the presentation takes the most preparation Close the Sale Address Concerns Present Product This is where the salesperson truly shows their skills. Get to Know Contact Initial Contact Again, the process starts at the bottom and works its way up. Search for Clients
Types of Sales Traditional Newer One-on-one Websites Cold call phone, door-to-door, etc. Social Media International Trade Shows Sampling events Mailers Retail/Markets A variety of types of sales gives a business more opportunities to interact with buyers.
E-Commerce Activity Go to buynevada.org Click on Businesses Find the business you created a marketing plan for, plus two other businesses (from either Producers or Manufacturing ) Using the worksheet, compare the business e- commerce (website sale options) and website layout
Final Activity Using the business you created a marketing plan for: Select a product you would like to sell (each group member must have a different product) Create a binder of prices, options, and information Prepare a sales pitch (an elevator speech ) Sell your product to your prospective buying team (group members) within 10 minutes
Career Highlights Using your given Career Highlight as a starting point, conduct research to determine what each career would require, such as: Personality traits (persuasion, optimism, etc.) Skills Education Experience Create a poster by following the rubric
