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Last updated on 2024年9月18日

You're working with local farmers to develop a marketing plan. How can you ensure collective product success?

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Working with local farmers to develop a marketing plan requires a strategic approach to ensure the success of their collective products. It's about understanding the unique selling points of their produce and leveraging the strengths of the group to maximize market reach and profitability. By focusing on collaboration, market research, branding, innovative distribution strategies, and community engagement, you can create a robust marketing plan that benefits all members of the farming collective.

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Mark Norman

Lifetime Wine Lover, mostly retired wine professional. Future Centenarian living a focused life! Experimenting in…
Yongama Zantsi

MSc Agricultural Economics, BSc Agricultural Economics(Honors), PGD Financial Planning law.
Pedro Larangeira

Diretor de Marketing na Agritek e Agro Attraction | Especialista Sênior em Marketing Agro | SEO & Inbound Marketing…

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1 Identify Goals

In collaborating with local farmers, your first step is to identify clear, achievable goals. What do the farmers hope to accomplish through their marketing efforts? This could range from increasing sales, reaching new markets, or building brand recognition. By setting specific, measurable, attainable, relevant, and time-bound (SMART) goals, you create a roadmap that guides your marketing strategies and helps track progress. Remember, these goals should reflect the collective ambitions of the farmers and be flexible enough to adapt to changing market conditions.

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Yongama Zantsi

MSc Agricultural Economics, BSc Agricultural Economics(Honors), PGD Financial Planning law.
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To ensure collective product success when working with local farmers to develop a marketing plan, consider the following strategies: 1. *Conduct a market analysis*: Research consumer trends, preferences, and demand to identify opportunities. 2. *Develop a cohesive brand identity*: Create a shared brand that represents all participating farmers. 3. *Diversify marketing channels*: Utilize various marketing channels like social media. 4. *Foster collaboration and communication*: Regularly meet with farmers to share knowledge. 5. *Monitor progress and adjust*: Continuously evaluate the marketing plan's effectiveness and make adjustments as needed. 6.*Celebrate successes*: Share achievements and recognize individual farmers' contributions.

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Pedro Larangeira

Diretor de Marketing na Agritek e Agro Attraction | Especialista Sênior em Marketing Agro | SEO & Inbound Marketing Estratégico | Impulsionando Resultados no Agronegócio
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Identificar metas claras para os esfor?os de marketing é essencial para direcionar estratégias e medir o sucesso das campanhas. Come?o analisando os objetivos gerais da empresa, como aumentar as vendas, expandir a base de clientes ou fortalecer a presen?a da marca no mercado. A partir daí, defino metas específicas de marketing que se alinhem com esses objetivos. Essas metas devem ser SMART (específicas, mensuráveis, atingíveis, relevantes e com prazos definidos). Por exemplo, uma meta pode ser aumentar o tráfego do site em 20% nos próximos três meses, ou gerar 50 novos leads qualificados por mês. Além disso, é importante considerar o público-alvo, os canais de marketing mais eficazes e o or?amento disponível.

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Mukong Peter Zhung

CEO @ Lachofit | Sports and Exercise Nutrition
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Farmers should be involved in the marketing strategy in order to make it realistic. This is a participatory approach which reflects the actual expectations of the farmers from the marketing campaign. Organize planning sessions and let them be able to visualize their potential customers through a customer persona, before setting the marketing goals and strategy.

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Barbara Stern

Senior Vice President Symglass
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While I agree with everything said here, I believe these are steps for traditional, classic marketing that begin somewhere around steps j or h when the client likely needs to start at the very beginning. Thinking like a true marketer or even a market researcher is a learned skill so tit takes time to take a client who is well versed in agriculture to learn what marketing is about and to understand how strategies, targets, brand equity is all about. I believe the best starting point is doing your homework. Learn everything you can about their current business. What are they known for? What are their strengths? Weaknesses? Who do they see as competitors? If they can’t answer those questions it will be hard to build their brand.

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Mark Norman

Lifetime Wine Lover, mostly retired wine professional. Future Centenarian living a focused life! Experimenting in nutritional farming for the purpose of living a healthy lifestyle, fulfilling a vision and a passion!
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Farming can be especially challenging depending upon the weather. Often times in the heat of summer it can also be very draining. Without high quality produce many American consumers will not support local farmers. Providing market support could be invaluable to generating income.

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2 Market Research

Conducting thorough market research is crucial for understanding the landscape you're entering. You need to identify your target customers, their preferences, and buying habits. Also, analyze your competitors to find gaps in the market that your collective can fill. This research will inform your product positioning and help you tailor your marketing strategies to the right audience. Keep in mind that market trends can shift, so ongoing research is essential to stay ahead of the curve.

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Pedro Larangeira

Diretor de Marketing na Agritek e Agro Attraction | Especialista Sênior em Marketing Agro | SEO & Inbound Marketing Estratégico | Impulsionando Resultados no Agronegócio
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A for?a do SEO no agronegócio é um fator crucial para aumentar a visibilidade online e atrair leads qualificados de forma organica. Com o tempo, essa estratégia reduz o CAC (Custo de Aquisi??o de Clientes), pois o tráfego organico é gratuito e contínuo, ao contrário dos anúncios pagos que exigem investimento constante. Quer saber como fazer? Me chama!

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Jonathan Gonzaga, CEA

CEA | Ancord Agro100 | Vendas | Comercial | AI | PQO
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Para garantir o sucesso coletivo do produto ao trabalhar com agricultores locais, é essencial come?ar com uma pesquisa de mercado sólida. Entenda o perfil do consumidor, suas preferências e tendências atuais. Avalie a concorrência e identifique nichos que ainda n?o est?o sendo explorados. Além disso, engaje os agricultores na coleta de dados e feedback direto, para alinhar o produto às demandas reais do mercado. Utilizar essas informa??es para criar um plano de marketing personalizado, focado na proposta de valor única do produto, ajudará a conectar melhor o produto ao mercado e promover o sucesso coletivo.

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Mark Norman

Lifetime Wine Lover, mostly retired wine professional. Future Centenarian living a focused life! Experimenting in nutritional farming for the purpose of living a healthy lifestyle, fulfilling a vision and a passion!
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In the American food distribution much of the produce available is not local (on average travels 1,500 miles) and generally is not very healthy. Helping local farmers understand how to “pitch” their produce as high quality and healthy is a major step forward.

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3 Branding Strategy

A strong branding strategy is at the heart of any successful marketing plan. For local farmers, this means creating a brand that resonates with consumers and reflects the quality and values of their products. Develop a consistent brand message and visual identity that can be used across all marketing materials. This unified approach not only helps in building brand recognition but also fosters a sense of trust and reliability among consumers.

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Pedro Larangeira

Diretor de Marketing na Agritek e Agro Attraction | Especialista Sênior em Marketing Agro | SEO & Inbound Marketing Estratégico | Impulsionando Resultados no Agronegócio
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Como uma das estratégias: Engajamento com a Comunidade: Participe de eventos, feiras e discuss?es do setor para fortalecer a presen?a da sua marca. Patrocinar ou organizar eventos focados em qualidade e inova??o no agro também pode posicionar sua marca como uma autoridade. Além disso, programas de responsabilidade social que beneficiem as comunidades rurais refor?am a imagem de uma marca comprometida com o bem-estar do setor.

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Claudio de Andrade e Silva

Com'on Comunica??o, Marketing & Agro
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Investimentos em branding tem retorno, em geral, a médio e longo prazos. Mas s?o vitais. Portanto, deve ficar claro ao grupo os prazos propostos de retorno. Uma boa estratégia de branding para o agronegócio local é pensar em valorizar o jeito próprio de produzir e seu diferencial local. Isso pode nos levar a pensar em Indica??o Geográfica como maneira de trabalhar a regionalidade, autoralidade e agrega??o de valor, saindo da commoditiza??o, clássica quando se trata de produtos vindos do agronegócio. Tenho duas ótimas experiências com o segmento da banana e palmito brasileiros.

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4 Distribution Channels

Exploring innovative distribution channels can give your products a competitive edge. Beyond traditional methods like local markets or retail partnerships, consider online sales platforms or community-supported agriculture (CSA) programs. Each channel comes with its own set of advantages and challenges, so it's important to choose the ones that align with your goals and capabilities. Efficient distribution is key to ensuring that fresh produce reaches consumers in its best condition.

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Pedro Larangeira

Diretor de Marketing na Agritek e Agro Attraction | Especialista Sênior em Marketing Agro | SEO & Inbound Marketing Estratégico | Impulsionando Resultados no Agronegócio
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Além dos canais de vendas indiretas, trade marketing, fique de olho nos digitias principais: 1) Referral Traffic 2) Organic 3) Ads 4) Direct 5) Social

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Claudio de Andrade e Silva

Com'on Comunica??o, Marketing & Agro
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Nada adianta pensar em tecnologia para a comercializa??o se a logística n?o é boa. Em minha experiência, canais de distribui??o s?o um grande desafio para o agro. Com modais e distancias muito diversas e grandes, produtos, principalmente com shelf life curto, s?o muitas vezes severamente penalizados. Cooperativas, em geral, s?o boas alternativas para a distribui??o para pequenos e médios agricultores de produtos frescos ou que se inserem na categoria minimamente processado. Primeiro estruturar a logística, depois os canais de comercializa??o.

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Mukong Peter Zhung

CEO @ Lachofit | Sports and Exercise Nutrition
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Hazards along the food chain can be caused by a poor distribution network. Storage of fresh produce especially those that are perishable is a challenge and if not well managed, will lead to spoilage and hence greater losses. Online stores enable the increased sales of produce within a short time as products are exposed to more people who are on social media platforms. However the local payment methods should be incorporated to facilitate payments or preorders. Partnering with a trusted logistics company is important as many will want to pay upon delivery.

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5 Engage Community

Community engagement can be a powerful tool in your marketing arsenal. Encourage farmers to connect with consumers through farm visits, workshops, or local events. This direct interaction not only educates the public about the benefits of supporting local agriculture but also creates loyal customers who feel a personal connection to the farmers and their products. Remember, word-of-mouth can be incredibly effective in building a strong customer base.

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Mark Norman

Lifetime Wine Lover, mostly retired wine professional. Future Centenarian living a focused life! Experimenting in nutritional farming for the purpose of living a healthy lifestyle, fulfilling a vision and a passion!
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Most of the American public has little understanding of how much produce is grown or the challenges and difficulties farmers face. I know from personal experiences that many consumers are fascinated by growing fruits and vegetables. Helping them understand will create significant bonds. Another important aspect is many Americans don’t know vegetables beyond the basics. Having unique (and healthy) foods and explaining how to prepare and cook them will open the door to more sales.

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Pedro Larangeira

Diretor de Marketing na Agritek e Agro Attraction | Especialista Sênior em Marketing Agro | SEO & Inbound Marketing Estratégico | Impulsionando Resultados no Agronegócio
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Envolver a comunidade agro é essencial para fortalecer rela??es, compartilhar conhecimento e promover o desenvolvimento sustentável. Para isso, participe ativamente de eventos e feiras do setor, onde é possível trocar experiências e apresentar inova??es. Crie fóruns ou grupos online, como em redes sociais ou plataformas específicas, para discutir práticas agrícolas, desafios e solu??es. Apoie iniciativas locais e programas de responsabilidade social que beneficiem a comunidade rural, demonstrando comprometimento com o bem-estar coletivo. Além disso, promova workshops e treinamentos, tanto presenciais quanto online, para capacitar produtores e trabalhadores do campo.

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farmer ayomide iyiola ??????

Top Agribusiness voice | Agriculture Specialist | Entrepreneur | Researcher | Coach | SDG 2 & 13 | Organic farmer | CEO | ensuring sufficiency and food security @ NATION FARMS??
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As an extension agent, working with farmers to build a market plan start here by encouraging them to connect with consumers through farm visits, workshops, seminars or local events. This will let the farmers know what is going on in the Agri industry and especially their consumer preference which will further help the farmers to know what to produce and when to produce.

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Claudio de Andrade e Silva

Com'on Comunica??o, Marketing & Agro
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Acompanhei de perto a primeira a??o de Economia Criativa de um território brasileiro, no Vale do Ribeira, estado de S?o Paulo - Brasil. A a??o, com diversos módulos, come?a por valorizar pessoas e produtos locais e sua sensa??o de pertencimento. Após isso s?o desenvolvidas e fomentadas a??es para cada categoria, tais como: produtos agroindustriais/ culinários, artísticos/ culturais e rotas de desenvolvimento turístico. Disso derivam todas as outras a??es, culminando num ganha- ganha de todos os municípios envolvidos.

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6 Monitor Progress

Lastly, continuously monitor the progress of your marketing plan. Use data analytics to track sales patterns, customer feedback, and overall performance against your set goals. This will help you understand what's working and what isn't, allowing you to make informed adjustments to your strategies. Regularly revisiting and revising your plan ensures that it remains effective and responsive to the evolving needs of both the farmers and the market.

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Claudio de Andrade e Silva

Com'on Comunica??o, Marketing & Agro
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Monitorar o progresso das a??es propostas nos itens anteriores, exige a cria??o de comitês para cada a??o realizada e perseguir, sempre, os KPIs acordados.

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You're working with local farmers to develop a marketing plan. How can you ensure collective product success?

1

2

3

4

5

6

1 Identify Goals

2 Market Research

3 Branding Strategy

4 Distribution Channels

5 Engage Community

6 Monitor Progress

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