Instructor Lesson_ Marketing by keralaguest


									Learning Objectives
                                                                                       Direct Marketing
o    Gain an understanding of the various direct marketing                      Strategies and Analysis
     channels: opportunities and challenges of each

o    Learn the importance of market research for developing a
     marketing plan

o    Learn how to assess consumer trends, target markets, and
     potential competition

o    Become familiar with resources on direct marketing

Review and Discussion (15 min.):
Discussion on readings from previous lecture, tour or assignments.

Instructor Topics (45 – 60 min.):
Direct Marketing Strategies (PowerPoint presentation included)
           o Challenges and opportunities of various types of direct marketing channels
           o Aspects that influence your marketing strategy

Analyzing Potential Markets and Consumers - Will it sell? (two PowerPoint presentations)
          o Consumer trends; demographics/consumer preferences and values
          o How to evaluate the market—primary and secondary data
          o Identifying the value of your product or service
          o Resources for assessing your direct market plans

Optional Sustainable Farmer Profile and Interview (allow at least 45 minutes)

Optional In-class Activities (30 - 45 min.):

         Students will share their observations of the effectiveness of farmers’ booths at the local
         farmer’s market after completing the optional assignment Farmer's Market Observation
         and Analysis while on a class field trip or visit.

         Students will work in pairs to conduct a short market survey questionnaire (using the
         included form, adapted from NxLevel’s Ag Entrepreneurship.)

         Students work on developing their ―capsule definition‖ (from marketing assessment
         worksheets). They present it to class and get input and ideas from classmates.


o    Read SARE Publication, Reap New Profits: Marketing Strategies for Farmers and Ranchers.
o    Assignment: Farm and Ranch Marketing Assessment Worksheets.

Optional Assignment:
o    Assignment: Researching Direct Marketing Strategies. Read the farm case studies provided from The New
    American Farmer to research and write about one direct marketing strategy.

                                                 Instructor Copy
                            Sustainable Small Acreage Farming and Ranching Overview
Tips for Instructors – Direct Marketing

Lesson Topic – Direct Marketing Strategies
Instructors will provide background information focused on the importance of direct marketing to
the small acreage farmer. Lecture topics depend on what is covered by the guest speaker or
video(s). A PowerPoint presentation is included, Sell What You Grow. Another option for
providing the basics on direct marketing strategies is the SARE 30-minute PowerPoint
presentation CD titled, Reap New Profits: Marketing Strategies for Farmers and Ranchers. This
provides the instructor a good tool to use that can be supplemented by local marketing venues
and local farmer experiences. The CD has a companion publication of the same title (see
Resource section). Yet another option is to invite a producer who is knowledgeable in various
farm direct marketing strategies and have him/her present the ins and outs of each, based on
personal experience. Nothing beats that personal experience.

Lesson Topic - Analyzing Potential Markets and Consumers
This section is aimed at helping the students evaluate the potential market for an enterprise and
answer the question - Will it sell?

Two PowerPoint presentations are included to use, as needed. Presentations should
demonstrate the need for research related to: consumer trends (including demographics,
preferences and values), the market, and the value of product or service.

The instructor should include an overview of consumer trends related to a concern for the
environment, health or other preferences. An excellent resource of information is The Hartman
Report: Food and Environment – A Consumers’ Perspective. A good summary of The Hartman
Report is provided in the ATTRA article, ―Green‖ Markets for Farm Products.‖

The students will have worksheets to complete on Marketing Assessment. The instructor will
want to make sure that topics related to those worksheets are covered in class. Our worksheets
were adapted from Farming Alternatives, and that publication will provide the instructor with
plenty of background material.

The instructor will discuss market research techniques including gathering secondary data (such
as provided in The Hartman Report) or gathering your own primary data (through observation,
market surveys, personal interviews, etc.) The instructor should also discuss ways to evaluate
local marketing options, market demand, and competition.

Suggested Activities
This would be a time for a discussion of the optional assignment, Farmer's Market Observation
and Analysis. This assignment involves an analysis of marketing through a Farmer's Market.
This assignment may be introduced early in the semester (prior to this lesson) to allow students
time to visit the market.

If you are conducting this course at the right time of the year and in a location that has a
Farmers’ Market - you could include it as one of class field trips. This experience can be
invaluable to the students in terms of marketing. Students will complete the Farmer's Market
Analysis worksheet to compare vendor displays, customer service, quality of product, signs,
number of customers, pricing, packaging, etc.

                                            Instructor Copy
                       Sustainable Small Acreage Farming and Ranching Overview
If time allows you might have students conduct a short market survey questionnaire using the
included form (adapted from NxLevel’s Ag Entrepreneurship: Tilling the Soil of Opportunity)

DVDs or videos to show and discuss:

   1)    ―Market Montana: Ag Entrepreneurs Tell Their Story.‖ It highlights producers as they
        share experiences at a food fair and at their farms. The video focuses on the
        importance of researching the product and the market.

   2) ―Marketing Challenges and Opportunities.‖ As part of this course we are providing a 60-
      minute studio taped lecture by Diane Green of Greentree Naturals in Sandpoint, Idaho.
      If you choose to use this video, please show it in 15 –20 min segments interspersed with
      discussion and question time.

   3) University of Idaho Extension Small Farm Case study series:
      Nothing but Herbs – General Marketing, Winter Marketing Ideas, and Pricing Goods
      Riley Creek Blueberry Farm – Marketing Strategies, U-pick marketing, Advertising
      Techniques, and Value-added Products.
      Meadowlark Farm – Pricing for the Market and Final thoughts on Market Possibilities
      Affinity Farm – CSA program

Students should read and complete worksheets Farm and Ranch Marketing Assessment.
These are preliminary questions that producers will need to think about in order to develop a
whole farm plan. If time allows it would be good to let students do some of this assignment as a
class activity. They often have questions and it will help get them off to a good start.

An optional assignment uses the SARE publication ―The New American Farmer‖ and other case
studies to research a particular marketing strategy that they would like to explore. Students
should read the selected case studies provided on the handout (Assignment: Researching
Direct Marketing Strategies) and write a short summary. Although listed as an optional
assignment past students have found the readings in the New American Farmer as very helpful.
As an instructor, it is a way to expose students to a wider variety of options and practices that
farmers are using to farm more sustainably.

Assigned Readings

 Marketing Strategies for Farmers and Ranchers. Sustainable Agriculture Network, available
online at ( PowerPoint presentation on CD
also on-line.

The New American Farmer. 2nd Edition, Ed. V. Berton, Sustainable Agriculture Research and
Education (SARE) Program, USDA, 2005. (

Additional Resources on Topic

Farming Alternatives. N.G. Schuck et al, Natural Resource, Agriculture, and Engineering
      Service (NRAES), Cornell University Cooperative Extension, 1988

                                            Instructor Copy
                       Sustainable Small Acreage Farming and Ranching Overview
Marketing your produce directly to consumers, Bulletin 741. V.J. Parker-Clark,
       University of Idaho Cooperative Extension, 1999

Marketing on the Edge: A Marketing Guide for Progressive Farmers. B. Warner & C. Touchette,
       North American Farmer’s Direct Marketing Association, Ottawa, Ontario, Canada, 2002

How to Direct-Market Farm Products on the Internet. J.V. Klotz, USDA Agricultural Marketing
       Service, 2002 (

Marketing Alternatives for Specialty Produce, PNW 241. Oregon State University
       Extension Service, 2000 (

Appropriate Technology Transfer for Rural Areas (ATTRA - USDA) Marketing Publications:

Fruit and Vegetable Marketing for Small-Scale and Part-time Growers. J. Dunn, J. Harper and
        G. Greaser, The University of Pennsylvania College of Agricultural Sciences Agricultural
        Research and Cooperative Extension, 2000

The Hartman Report - Food and the Environment: A Consumer’s Perspective
      Phase I, II & III. The Hartman Group, Bellevue Washington, 1996-1999

A Quick Market Survey, Session Five, page 13, NxLevel’s Agricultural Entrepreneurship
       Notebook, University of Nebraska, 2000 (

Direct Farm Marketing and Tourism Handbook, R. Tronstad & J. Leones, Agricultural and
        Resource Economics, University of Arizona, 1995

Marketing New Crops to the American Consumer. F. Caplan, Center for New Crops & Plant
       Products, Purdue University, 1996

“Green” Markets for Farm Products. A. Kurki & N. Matheson, Appropriate Technology Transfer
      for Rural Areas, USDA, 2001 (

                                            Instructor Copy
                       Sustainable Small Acreage Farming and Ranching Overview

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