I met with someone today and had a great conversation about using social media (SM) to promote her business. She manages promotions for a new retail business and is exploring all sorts of media avenues for advertising and promotion. She's doing some great stuff and is excited about the prospects for her business. She also has some wonderful ideas for using SM as part of her promotional portfolio of tools. The conversation reaffirmed some thoughts in my mind that should be shared. I want to discuss two thoughts: 1) the discussion about your business is likely to be happening already and 2) SM is about relationships over "just selling" product.
If you think of SM (eg, Facebook, Twitter, foursquare, MySpace, ...) as different means of engaging in a discussion with people (customers, potential customers, critics, etc.) then you are on the right track. I recently heard Max Spiegel (Twitter @MaxSpiegel) describe SM as walking into a dinner party and mingling. In that environment, you'll often walk into conversations that have already begun. In the same way, it's very possible that your business or product(s) are already being discussed online. You can choose whether to engage in the chat or walk away.
If the chat's about you, you'll probably want to stay engaged and sway the discussion, respond to positive and negative comments, and otherwise show that you know what you're talking about (build credibility). As a business owner, this communication will truly be two-way. You will get to hear from the public in ways that you couldn't before. It also allows you to respond to them as well as provide promotional messages. Do keep in mind that SM users usually like to engage, not simply receive updates. So plan to listen to them and respond as needed.
As you send and receive messages, you will be developing a relationship with your followers/friends (depending upon which SM service we're discussing). There is a critical difference between having customers and having relationships. Though clearly related, many customers want to have a relationship with many types of businesses. If you have a retail store selling food or other ag-related products, you might be a good candidate for effectively using SM to generate relationships. Many want to connect with their food source. However, relationships take time to develop and manage. If you want to develop relationships, there are a couple things you need to do.
1. Make time to engage. If you have to, make an appointment with your computer to check your SM accounts for comments/questions or other feedback. This needs to be done daily. You also need to provide fresh content frequently.
2. Get a smart phone. Although definitely not required, they sure help! Check your accounts from your phone, post updates, pictures, links to other materials, etc.
To be successful, you'll ultimately just need to work SM management into your daily management routine. We humans invest time in the relationships that matter to us. From a business perspective, few relationships matter more than the one you have with your customers, collectively or individually.
I'm curious to hear feedback on how you see business owners/managers managing their SM presence. Let's hear it!
Tuesday, February 8, 2011
Leading the Way
Sometimes being an entrepreneur means having to tackle the challenges that come with being the first to do something a particular way. As in the story shared below, this meant taking the time and effort to work with state regulators to demonstrate that a particular processing method, while not in large-scale use, is safe and effective. Not only did this farmer's efforts help him achieve his goals, but it allowed others to follow his path.
GA dairy farmer helps pave the way for other small-scale operators
GA dairy farmer helps pave the way for other small-scale operators
Friday, February 4, 2011
Surveys of mid-Atlantic consumers conducted by Penn State researchers part 6
As described in my earlier posts, Penn State researchers asked survey participants from metropolitan mid-Atlantic cities about their product purchasing behavior. In one particular question, participants were asked to review a list of 46 common fruits and vegetables that are readily available at a variety of retail outlets and indicate which of the fruits and vegetables are grown in the mid-Atlantic region.
Results from the survey indicated significant differences for responses to this question between participants who reported being a member of a CSA (Community Supported Agriculture) and those who reported that they were not CSA members. A greater percentage of participants who belonged to CSAs selected more incorrect responses than did participants who did not belong to CSAs. For example, a greater percentage of CSA members reported that certain fruits and vegetables, such as bananas and grapefruit, are grown in the mid-Atlantic compared to non-CSA members. Additionally, a smaller percentage of CSA members correctly reported that other fruits and vegetables are grown in the mid-Atlantic, such as beans, corn, and apples, compared to non-CSA members.
To read more about this study, click here.
If you are a produce grower or seller in the mid-Atlantic, how do you think these results affect your business? Have you had a significant amount of people asking for produce not grown in the mid-Atlantic? If you are a CSA provider, will you start (or do you currently) education on what produce is mid-Atlantic based?
Results from the survey indicated significant differences for responses to this question between participants who reported being a member of a CSA (Community Supported Agriculture) and those who reported that they were not CSA members. A greater percentage of participants who belonged to CSAs selected more incorrect responses than did participants who did not belong to CSAs. For example, a greater percentage of CSA members reported that certain fruits and vegetables, such as bananas and grapefruit, are grown in the mid-Atlantic compared to non-CSA members. Additionally, a smaller percentage of CSA members correctly reported that other fruits and vegetables are grown in the mid-Atlantic, such as beans, corn, and apples, compared to non-CSA members.
To read more about this study, click here.
If you are a produce grower or seller in the mid-Atlantic, how do you think these results affect your business? Have you had a significant amount of people asking for produce not grown in the mid-Atlantic? If you are a CSA provider, will you start (or do you currently) education on what produce is mid-Atlantic based?
Friday, January 28, 2011
Surveys of mid-Atlantic consumers conducted by Penn State researchers part 5
Another area for the PSU researchers to study was the effect of children on household preferences for locally grown and certified organic produce.
The responses suggest that a greater percentage of individuals who had children in the household selected options that emphasized “Certified Organic,” while individuals without children were more likely to select options that included “Locally Grown.” For example, the first set of options (where both were “Locally Grown”) shows a greater percentage of consumers with children (65.7%) compared to those without children (60.3%) selected the option that included “Certified Organic.” In Set 2 (both “Certified Organic”) and Set 3 (neither “Certified Organic”), those with no children in the household preferred the “Locally Grown” option by 5 to 6 percentage points.
One explanation for this difference is that individuals may have the tendency to purchase organics for their children to eat but they are not necessarily purchasing it for themselves to consume.
To read more about this survey, please read the press release.
As an ag entrepreneur, how can this information be used to position your food products for these demographic groups? If you sell organics, are most of your organic purchases from parents? How do the terms "certified organic" and "locally grown" affect consumers' perception of your products?
The responses suggest that a greater percentage of individuals who had children in the household selected options that emphasized “Certified Organic,” while individuals without children were more likely to select options that included “Locally Grown.” For example, the first set of options (where both were “Locally Grown”) shows a greater percentage of consumers with children (65.7%) compared to those without children (60.3%) selected the option that included “Certified Organic.” In Set 2 (both “Certified Organic”) and Set 3 (neither “Certified Organic”), those with no children in the household preferred the “Locally Grown” option by 5 to 6 percentage points.
One explanation for this difference is that individuals may have the tendency to purchase organics for their children to eat but they are not necessarily purchasing it for themselves to consume.
To read more about this survey, please read the press release.
As an ag entrepreneur, how can this information be used to position your food products for these demographic groups? If you sell organics, are most of your organic purchases from parents? How do the terms "certified organic" and "locally grown" affect consumers' perception of your products?
Friday, January 21, 2011
Surveys of mid-Atlantic consumers conducted by Penn State researchers part 4
In the continued Penn State research, consumers in metropolitan areas of the mid-Atlantic were surveyed on what types of food products they purchased, where they purchased these products, and what variables have affected their purchasing behaviors.
Survey respondents were asked to indicate which products they would be more likely to purchase if the product did or did not have a certain label (i.e. natural, certified-organic, locally grown, sustainably grown, green). There was an upward trend in both education and income levels indicating that they would still purchase products without the given labels.
To read more about this topic, go to the Mid-Atlantic Specialty Crops website and click "Newsroom".
Why are consumers of higher income levels and education responding this way? It may be because these consumers are choosing products because of other aspects besides the primary label. For example, these consumers may be less influenced by claims made by the product's primary label but more interested in the ingredient list.
As an ag entrepreneur, what do you think about this research? Do you have any of the above mentioned labels on your product? How do you think these labels are perceived by consumers of higher income and education?
Survey respondents were asked to indicate which products they would be more likely to purchase if the product did or did not have a certain label (i.e. natural, certified-organic, locally grown, sustainably grown, green). There was an upward trend in both education and income levels indicating that they would still purchase products without the given labels.
To read more about this topic, go to the Mid-Atlantic Specialty Crops website and click "Newsroom".
Why are consumers of higher income levels and education responding this way? It may be because these consumers are choosing products because of other aspects besides the primary label. For example, these consumers may be less influenced by claims made by the product's primary label but more interested in the ingredient list.
As an ag entrepreneur, what do you think about this research? Do you have any of the above mentioned labels on your product? How do you think these labels are perceived by consumers of higher income and education?
Friday, January 14, 2011
Surveys of mid-Atlantic consumers conducted by Penn State researchers part 3
In the research conducted by Penn State, participants were surveyed on what types of food products they purchased, where they purchased these products, and what variables may have affected their purchasing behaviors. Two questions specifically asked participants to provide an approximate percentage of how much (quantity) of their average weekly food purchases consisted of “fresh” products versus “processed” products, and what percentage of these weekly food purchases could be categorized as
“meat,” “vegetables,” “grains,” “fruit,” “dairy,” “snacks,” and “sweets.”
Survey participants reported that approximately half of their food purchases could be categorized as “fresh”. Approximately 36% of their purchases could also be categorized as “fruit” and “vegetable” products, while “meat” products were reported as the majority of food purchases (20.2%).
Notable trends include differences between:
1) age groups – A greater percentage of the older age groups purchased meat and vegetables than younger age groups
2) education level – A greater percentage of the more educated groups purchased vegetables and fruits and a smaller percentage of the same groups purchased snacks than less educated groups
3) gender - A greater percentage of males purchased meat but fewer purchased vegetables and fruit than females
To read more about this research, please see the press release.
As an ag entrepreneur, how does this research affect your marketing? Have you seen these trends in your own sales?
“meat,” “vegetables,” “grains,” “fruit,” “dairy,” “snacks,” and “sweets.”
Survey participants reported that approximately half of their food purchases could be categorized as “fresh”. Approximately 36% of their purchases could also be categorized as “fruit” and “vegetable” products, while “meat” products were reported as the majority of food purchases (20.2%).
Notable trends include differences between:
1) age groups – A greater percentage of the older age groups purchased meat and vegetables than younger age groups
2) education level – A greater percentage of the more educated groups purchased vegetables and fruits and a smaller percentage of the same groups purchased snacks than less educated groups
3) gender - A greater percentage of males purchased meat but fewer purchased vegetables and fruit than females
To read more about this research, please see the press release.
As an ag entrepreneur, how does this research affect your marketing? Have you seen these trends in your own sales?
Friday, January 7, 2011
Surveys of mid-Atlantic consumers conducted by Penn State researchers part 2
Continuing with the series on the PSU survey, more research has been released regarding produce purchasing behaviors of different age groups. (Sorry for the long pause between blog posts. I was on maternity leave.)
One question focused on the origin of common fruits and vegetables available at mid-Atlantic produce retailers. Participants were provided with a list of 46 fruits and vegetables including such items as apples, bananas, mushrooms, potatoes, and watermelon and were asked to indicate which of these fruits and vegetables are grown in the mid-Atlantic region.
Overall, 38 of the 46 fruits and vegetables listed were shown to exhibit significant differences between the age groups in regards to what produce they believe is grown in the mid-Atlantic region.
Some important findings include:
1) Generally, the older a participant was, the more likely he or she selected the correct fruits and vegetables, meaning that more of the older participants selected fruits and vegetables actually grown in the Mid-Atlantic, as well as NOT selecting fruits and vegetables that are NOT grown in the Mid-Atlantic. The younger age groups tended to select more incorrect responses than the older age groups.
2) The 21-24 year old age group was the exception to this generalization, as more of the participants from this group would select more fruits and vegetables to be grown in the mid-Atlantic region.
To read the full press release, please visit http://bit.ly/htN67X
As an ag entrepreneur, how does this information affect you? Will you use advertising to teach your customers about what produce is from the mid-Atlantic region? Do you think that incorrectly identifying the fruit's origin affects the purchasing behaviors of consumers?
One question focused on the origin of common fruits and vegetables available at mid-Atlantic produce retailers. Participants were provided with a list of 46 fruits and vegetables including such items as apples, bananas, mushrooms, potatoes, and watermelon and were asked to indicate which of these fruits and vegetables are grown in the mid-Atlantic region.
Overall, 38 of the 46 fruits and vegetables listed were shown to exhibit significant differences between the age groups in regards to what produce they believe is grown in the mid-Atlantic region.
Some important findings include:
1) Generally, the older a participant was, the more likely he or she selected the correct fruits and vegetables, meaning that more of the older participants selected fruits and vegetables actually grown in the Mid-Atlantic, as well as NOT selecting fruits and vegetables that are NOT grown in the Mid-Atlantic. The younger age groups tended to select more incorrect responses than the older age groups.
2) The 21-24 year old age group was the exception to this generalization, as more of the participants from this group would select more fruits and vegetables to be grown in the mid-Atlantic region.
To read the full press release, please visit http://bit.ly/htN67X
As an ag entrepreneur, how does this information affect you? Will you use advertising to teach your customers about what produce is from the mid-Atlantic region? Do you think that incorrectly identifying the fruit's origin affects the purchasing behaviors of consumers?
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