Transcript Marketing - Hawaii Forest Institute

SPECIALTY FARMER
BUSINESS TRAINING WORKSHOP
MARKETING FOCUS
Sponsored by:
Hawai‘i Forest Industry Association
Hawai‘i Forest Institute
Presented by:
Hawai‘i Small Business Development Center
Nancy Ginter -Miller and Judi Mellon
102116
Business Plan vs Marketing Plan
• Business Plan includes all the phases of the business
• Marketing Plan is specific to
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Product – production, packaging and quality, sizing, slogan , logo(s)
Pricing strategy – direct sales, wholesale
Sales and Marketing efforts – where will the product be available
Promotion –
• Advertising
• Public Relations
• Community Support
• Festivals and Events
• Farm Sales
• Website
Consider your Mission and Values
• Your Brand should reflect what the company’s Mission and Values are
• Mission –
• to provide fragrant, quality holiday trees at a good value for a good price
• To provide large quantity of average holiday trees to big box stores for a fair
price
• to grow sustainable organic products on Hawaii Island
• to raise free range chickens for healthy happy chickens and provide hormone
free eggs for consumption throughout the Hawaii Islands
• Values –
• to provide a safe, healthy work environment with sustainable wages
• to produce profitably and support community projects through education and
special events
Develop your Brand – it is your image
• Logo Design
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Does it represent the feeling you are trying to convey
Hire a professional – know what you want before you get there
What does the industry look like (you’re not Nike)
Own it
• Tag line or slogans – help to further explain your product
• What are you providing (product, mission, explanation of)
• Roy Y. Honda
• Growing Tomatoes for over 30 years
• Produce to Product, Inc.
• Marketing Hawai‘i 's Bounty to the World
Company Name or Brand Name
• Consistency of Use
• Applied in many ways – file formats, JPG, PDF, TIFF
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Labeling
Advertising
Shipping Boxes
Stickers
Brochures
Business Cards
Invoices
Signage
Website
Social Media
Banners
T-shirts
There is a correct way – how will it be used
• Color
• What are the colors – Pantone Matching System (PMS), Four color (CMYK)
• Black and White - is not a version of color
• Size / Quality of image – 300 DPI (dots per inch)
• Website vs. Print – resolution
• Vertical is not
• Horizontal
• Large Format – outdoor signage, banners
You’ll need $$$ - budget it
• Custom printed boxes for product delivery
• Advertising placement
• Labels
• Invoices - ink
• Business Cards
• Subscriptions
• Website development and upkeep
Do your research – Who is your target market
Why will the customer want to purchase from you
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Who are the target customers – ethnicity, age, male or female, employed
When do my customers buy, what are there values, what is their income
Where do my customers buy – big box or local
What is my competitor doing, where are they
What are my strengths and weaknesses. What are my competitor’s
How big is my market, what portion of the market can I get
How will the consumer find out about the product – on-line, advertising, PR
Who are you marketing (selling) to –
• Direct to Customer
• At location
• Farmers Market
• Holiday lot
• Retailer for resale
• Church
• Boy Scouts
• KTA
• Wholesaler / Big Box (volume, discounts)
• Home Depot
• Lowes
• Walmart
What are the Industry Trends
• Increasing
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interest in local products
interest in knowing where your products comes from
retailers and big box stores seeking local products
fun for the whole family – pick a tree
interest in supporting community projects – partial funds go to charity
• additional exposure from community group
Sources for Market Research
• https://www.census.gov U.S. Census Bureau
• http://factfinder.census.gov American Fact Finder
• http://census.hawaii.gov Hawaii.gov Economic Census 2012 Hawaii
• http://business.usa.gov Business.gov
• http://www.sba.gov U.S. Small Business Administration
• http://www.bls.gov Bureau of Labor Statistics
• http://www.commerce.gov U.S. Dept of Commerce
• The internet
American Fact Finder
Results of Market Research: example only
• There are 196,428 people on Hawaii Island (2015)
• The average family size is 3.5
• Median household income is over $40,000
• Asian population majority
• 2 chain grocery stores and 5 specialty grocers including 3 health
food stores
• 12 various farmers markets around the island
• 3500 hotel rooms with 20 gourmet restaurants on resort properties
• 2007 only 29 Christmas Tree Production Farms in Hawaii
• 31% of Hawaii households purchased a Christmas Tree (2013)
• 7% of these households purchased two trees
Purchase Hawaii – Grown Tree
• Younger in age – 25 to 49
• Female
• Live in Hawaii for a number of years (11 to 20)
• Caucasian
• Live in Hawaii and Maui
• Purchase from local lots
• Size of household is not a determining factor
What to include in your plan - summary
• Who are your Target Customers
• Age, sex, marital status, income
• Spending habits
• Who are your competitors
• What do they charge, where do they advertise
• What are their strengths and weaknesses
• What are your opportunities
• Where do your target customers get their information
• Newspaper, TV, radio, publications they read
• What are your marketing goals
• Launch a new product
• Raise awareness to existing customers
• Announce a new business
What to include in your plan (cont’d)
• How will you market
• Social media, print, online advertising, event marketing
• What’s your budget
• How will you measure success
• Increase sales to existing customers by 10%
• Build 5 new repeat customers in six months
• Who will do it
• How often will you review and update the plan
• Stick to the plan unless there is a strong reason to change
Mahalo
• Mahalo to workshop funders: State of Hawai‘i Department of
Agriculture, USDA Department of Agriculture
• Mahalo to project partners: Hawai‘i Forest Institute, DHHL, Hawai‘i
Agriculture Resource Center, DLNR Division of Forestry & Wildlife,
County of Hawai‘i Department of Research & Development, College
of Tropical Agriculture & Human Resources, Coordinating Group on
Alien Pest Species, Hawaii Invasive Species Council, Mauna Kea
Watershed Alliance Future Forests Nursery, Kulani Correctional
Facility.