Introduction
« Un accroissement des parts de marché: combien d'utilisateurs d'internet y a-t-il? »
What to consider when creating your website
Il existe au moins trois caractéristiques auxquelles vous devez répondre positivement:
- la facilité de transport des produits
- la durée de conservation du produit
- la proximité de grands centres
Les principaux éléments qu'il est utile que vous analysiez avant la création de votre site sont les suivants:
- Le but de votre site
- Le temps et les efforts que nécessite votre site
- Comment vous pouvez vous distinguer de vos concurrents
- Comment vous pouvez créer un contenu intéressant et fascinant
- Votre intention d'actualiser constamment votre site pour attirer les visiteurs assidus
- Les meilleures façons de s’attirer les faveurs du visiteur
Le produit est-il sensible à la température?
Le produit peut-il être emballé avec facilité et en toute sécurité pour être expédié? Si ce n'est pas le cas, le coût pourrait être prohibitif.
La présentation, l'assortiment ou le produit est-il en quelque sorte unique?
Quelle est la durée de conservation qu'a le produit?
Législation italienne:
Promotion
Overview
WHO?
WHAT?
HOW?
It has happened to all of us - at work or in the family - to have done something good, but nobody seems to notice, or they just take it for granted. Sometimes we have to make ourselves appreciated by underlining our merits. In the market the situation is similar.
Think of two bottles of extra-virgin olive oil. The first one is top quality and organic, the other one is a low quality, normal oil. And now think of the efforts that the first farmer has made, to get such an oil, while the other farmer was just “working as usual”. The first farmer has made sure to look after his crop and prune it well, has fought parasites and plant diseases with alternative, perhaps more expensive, products. Harvesting has been made in a quick, professional way. Olives have been stored in ventilated containers and processed within a few hours. The other farmer may have harvested olives when he had time, stored them in sacks and processed them in a few days. To consumers who know nothing about olive oil production, of the taste of good olive oil, all this means nothing. If the worst oil is put in a good – looking bottle and sold at a low price, it may even win the competitive battle. And these kind of consumers are numerous, especially in the countries where olive oil is not the main source of fats.
So, the first aspect of promotion concerns letting people know about the efforts, the know-how which is contained in your work.
“Quality” is a generic word, too many people use it. You have to specify which kind of “quality” characterizes your product (see also “Unique Selling Point”). But this is not enough. What are you going to say? It depends on your “target”, which means the category of consumers you want to speak to. The same sentence, with the same words, can have very different effects on educated or on poorly educated persons. An elegant sentence may seem pleasant to the first, too distant to the latter. And what mood will you use? Funny, happy, serious?
Moreover, how will the message reach your target audience? In a world full of messages of any kind, how will it get their attention? Think of a bottle of milk. If there is a cow on it, nobody notices, it’s obvious to find a cow on a milk pack. But what if you put a ... lion on it? Or what if the cow is violet? Consumers will pay attention to what you have to say, will associate your message to your image, and will recognize your product in the point of sale ... and even – hopefully – ask for it!
À garder à l'esprit
Promotion is an initiative undertaken to promote an increase in sales, usage or trial of product or service.
No matter what is your choice of media with which you promote your products, they count as one of your tools to enhance your sales and compete
The same words can have different effects on people. If you say “with my product you can avoid cooking”, you will earn the affection of many working women, but perhaps not of those housewives who make of cooking their profession and their source of self-esteem
It is impossible NOT to communicate. Even if you stay completely still and say nothing, you are sending a message
Promotion as a means to entice people to try a product
There are many ways to make people try your products. The promotional mix is the special blend of promotional tools that can be chosen.
Here is a list of these tools:
Sales Promotion: coupons, contests, product samples, rebates, tie-ins, self-liquidating premiums ...;
Advertising is the presentation of products in a mass medium, such as television, radio, the press, billboards, in – store material (POP), etc.
Personal selling, which involves presenting the product one-to-one
Public relations: you can transform a fact about your product into news, and then “spread” the news by means of meetings, by taking parts in TV programs, etc.
Direct Marketing: it is a communication which goes directly to customers, with methods such as mobile messaging, email, interactive websites, online display ads, fliers, catalog distribution, promotional letters, and outdoor advertising
House Organs: small magazines published under the name of the brand
Sponsorship of an event or contest or race (but also of social / charitable initiatives)
Food sponsorship in sports
Promotion from an operational point of view
The aim of promotion is to communicate, to get consumers to try your product, to understand and to remember its benefits:
analysis of the target audience, habits and needs of regular and potential customers
choosing the most suitable products for each target audience, the real guiding value and certifications, events and promotions. Consumers in the last years show interest also for: history (of the farm and products), care and passion in production, value, local products, short chain, quality, territorial promotion and collaboration with local authority, quality control and certification.
choosing the appropriate tools for the detected target audeince, the available budget, competitors’ strategies. When we speak of a seller in a shop, every element of his body language communicates something.
In oral forms of communication, the appearance of both the speaker and the surroundings is essential to the successful conveyance of a message. It is important to take care of your appearance and that of your store or stall as well.
Body language and particularly facial expressions can provide important information that may not be contained in the verbal portion of the communication (SMILE!).
Gestures can add emphasis and improve understanding when used sparingly, but the continual use of gestures can distract listeners and convey nervousness. It is also important to note that perfume or other odors contribute to a listener's impressions, as does physical contact between the speaker and the listener.
À garder à l'esprit
Consumers’ profiles have now really changed in comparison with the past
No matter what is your choice of media with which you promote your products, they count as one of your tools to enhance your sales and compete
an increasing number of consumers are looking for healthy, genuine and local food
it is important to meet consumers needs and requests to improve their satisfaction
Promotion is divided in two phases:
TIME TO THINK
- General advice
- À garder à l'esprit
- Financing
REALIZATION
- Content
- Format
- Printing
Time to think
General advice
Know the precise purpose of your document and BE SIMPLE!
Use AIDA to conceive your ad.
- Should you create your own ad or have someone else create one for you?
This is a choice that depends on economics and competence; - Why not have a professionally made advertisement? How do you balance cost and quality? You profit on one side while losing on the other; it’s unavoidable. It is unlikely to create an ad of professional quality without any graphic or technical experience.
Remember
- It is extremely difficult to create a need!
- An individual exposed to 1000 messages each day, he sees 100, he retains 10.
- The average reader passes around 5 seconds to skim a document to decide whether or not he will read it. If your titles, text and graphics are annoying or not interesting, then few people will stop to read your document.
- Do not promote things that do not exist yet!
Financing
Your document can be sponsored (by the Council General, the Chamber of Agriculture or by individuals). In these cases it is expected you to publish the sponsors’ logos. Remember this, when planning your ad’s layout!
À garder à l'esprit
Employing an advertising agency does not guarantee SUCCESS. You have to make sure that everything is mafe in the right way, according to your needs and goals
The logo: the company’s visual identity
The logo is an integral part of a business
A logo is the graphic representation of a company, a product, or a service. It symbolizes the company through its shape and its colours. It is one of the fundamental pillars of the identity of a business. It carries the colors associated with the company’s activity and it presents the company’s values.
Realization
Content
Your document should inspire confidence and incite interest in the reader.
A three-part document
- Description of the client’s search, their known need
- Solution with the presentation of the product
- Explanation on how to find the product (local market, farm’s address, website, social networks)
Reminders
- The communication is for your clients, and not for you!
- Long texts sell... when well written and interesting
Be convincing
- Use a direct tone and simple tenses (imperative and present indicative).
- Avoid the conditional and future tenses.
- Avoid the negative.
- Technical descriptions quickly tire the reader
Format
Your ad could be:
The flyer
The 3 page brochure
The advertisement postcard
Remember
- Illustrations and photos: a picture is worth 1000 words.
- What interests your clients is to know if your products respond to their needs.
- Before beginning, assemble all of the photos and illustrations that you will use.
- Do you want to create your own brochure without any computer graphics experience? Even if it’s not recommended, you can try with the Download of the Microsoft Word and Publisher models of business posters and flyers directly from Microsoft’s website.
Once your creation is complete, present your draft to an outside opinion and accept their critique.
Printing
- Work realized by a printing company
- Using your own material
- You can use cardboard
À garder à l'esprit
- Present your product by showing that it corresponds with a potential need of the reader
- Technical descriptions quickly tire the reader
- BE real positive and credible
- Do not waste time adding elements that do not serve to sell or to convince.
Advertising media
Radio, television, press, internet ...
Advertising through the media to promote farm products is costly. This method is certainly used by producer co-ops.
On a smaller scale, you can gain press time by catching the interest of a journalist who will write an article about you for the newspaper or by getting on a local radio or television.
If you decide to organize an open house event to expose your products to potential clients don’t forget to invite the local press and radio station. Immediate action you can take is to purchase ad-space in the local news journals (read by a large public). You can equally create your own website or social network page if your products can be sold long-distance (foies gras, wine, preserves, etc.).
Events
Be aware that this is a large amount of work: coming up with regulations, printing of bulletins, description of prizes, presence of an official for the drawing, etc.
Promote your event in advance through as many methods at your disposition. Check with your insurance and be informed on regulations (bills, ticket office, etc.). Notify the local town hall and give your event date to the nearby fire station and medical facility in case of emergencies. At the end of the event a summary report with number of visitors, sales figures, number of addresses collected, strong points, weak points, things not to be done in the future, ameliorations, etc. should be drawn up.
À garder à l'esprit
Remember that your shop or stall has to be:
- Nice - to attract customers
- Tidy - to allow products visibility
- Clean - to show your attention and care for healthy and hygiene
- exposed prices
Public relations
Newspaper articles are appealing because they give you exposure to a large number of people in a form both attractive and valorizing.
The principal is having something new or interesting to announce! Remember to propose an article whose subject sits within the domain of this rubric. Always leave a way to respond for more information.
Sign and leave your telephone number and e-mail address.
Placing free ads on the internet
Through banner/signs, articles, links, posters, news and announcements.
À garder à l'esprit
When you send your invitation to journalists: be informative, brief, clear.
Focus: territorial marketing
Radio, television, press, internet ...
Territorial Marketing has the purpose to increase the potential of a local system during time of Globalization
To reach the new frontiers of competitiveness and development, it’s important to go through adequate territorial politics of economic and social promotions, with the goal to increase the quality of life, attract visitors, investments and create new local jobs.
It is possible to promote local typical products by:
- relationship with local authorities
- communicating traditions
- developing a network amongst producers in the same area
Another example of territorial marketing in business consists of tourism departments and city councils with marketing teams competing to attract tourists and new residents use branding techniques. Also called place marketing or place branding.
Is there an existing market for my products or services?
Important! Social networks as a means of promotion
Nowadays, no farm is justified if it does not make use of social networks to get in touch with its clients!
A well- designed website and a Facebook page are musts, and they have to be kept updated with photos and comments, but also Twitter and Linkedin (the latter being a professional network) are very important.
www.ismeaservizi.it/flex/cm/pages/ServeBLOB.php/L/IT/IDPagina/872
Keeping relations with social networks is easy and not very expensive, but requires dedication.
It is important to attend a course on how to work with social networks, since without the right know-how many opportunities of contact might be missed.
A rather new internet promoting means are videoclips. You can design them as you want, and consumers, who seem fed-up with traditional means (many of them do not even notice banners) do look at them with interest.
www.nytimes.com/2012/02/10/business/media/chipotle-ad-promotes-sustainable-farming.html?_r=0
The interesting thing about web promotion is that you can have a feedback about how many people have seen a given page, for how long, from where, if they are “new” or “coming back”, etc. This helps you plan you communication very well, and get to know many hints about customers’ likes and dislikes.
The Unique Selling Point
Why "unique"?
Imagine that you have to promote ... yourself. Suppose that you do have all the characteristics listed in the picture above. What are you promoting yourself for? A new job? A boyfriend / girlfriend? Where can it be? In Sweden, in Spain? Whatever the situation, it would be confusing, and perhaps sound a bit boastful, if you listed all of your wonderful features. It would be much better if you chose the aspect that would mostly help you in each situation. For example, blue eyes could be useful to find a boyfriend / girlfriend in Spain, but not in Sweden (where many people have blue eyes), your physical strength would be appreciated for a physical activity, but would be insignificant for a desk job. Similarly, being creative might not be so important when you have to stamp envelopes all day, being polite is crucial if you are in a front desk, and there are people who appreciate, in a potential partner, sweetness more than wealth.
The same goes for a product or service. Consumers get confused and / or bored if you boast too many qualities, and might get to think that you actually have none of them ... it is better to think and try until you have chosen the right, “unique” on ...
How can I find my unique selling point?
- Make a detailed list of your potential targets, e.g. “young business-women”, “70-year-old singles”, “large wholesaler”, “purchasing manager of a fruit processing company” ...
- For each of them, list, according to the product you are thinking of, what problems they might need to solve, or what their desires might be. Young business-women might need to save time, 70-year-old singles might love to have a chat, purchasing manager might crave very punctual deliveries ...
- Think about the way they are solving their problem or satisfying their wishes now, and try to figure out if there are different, better ways ..
- Then write down the definition of your product and the benefit that it will bring ..
- You might have a list of options, and a good brainstorming session with your colleagues will be very useful and interesting, both to take a decision and to think things over ...
A selling point is what you say, or write, about your product and/or service to enhance its sales.
It reminds your current customers why they have made a good choice in choosing your products ...
... and tells your potential customers why they should do the same.
It states what makes your offer different from your competitors
... but ... why “unique”?
Sometimes it seems difficult to leave a few of your features untold.
You can help yourself decide by imagining a packaging in which ALL of them are written and putting yourself in the place of consumers.
How would that packaging look?
Perhaps a bit crowded?
And what would its visual effect be?
A useful exercise for step 3 is to take a look at what it is already on the market, and look at existing messages ...
Exercise 1
Write the selling point that is associated with these products. Write a comment by answering the following questions: Who do you think they are targeted at? Do you think they express a real benefit and are really distinctive? What benefit does it give? Does it offer nothing special? What benefit, in your opinion, did producers mean to offer?
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Exercise 2
Think of this product: extra virgin olive oil. For this product, find a particular kind of product and a selling proposition for each of these targets (for example, elderly people who are not used to extra virgin olive oil might like a light taste, etc.)
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People who cannot eat much salt because of high blood pressure 
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People who love to spend their holidays in Southern Italy 
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People following the vegan diet 
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People with long hair 
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Le but de votre site
- Une vitrine de vos produits
- Un soutien pour maintenir des relations avec les clients
- Un marché alternatif, le commerce électronique
Le site ne sert qu'à présenter vos produits de telle sorte que les visiteurs aient une idée de ce qui est offert.
Le niveau de détail dans la présentation des produits et dans les informations qui y ont trait dépend des décisions stratégiques du producteur.
Les relations
Le site dans ce cas pourrait être très utile pour communiquer immédiatement à tous les clients les nouvelles relatives aux produits ou aux livraisons.
Cela peut devenir très important pour les relations personnelles avec vos clients.
Le commerce électronique
Il s'agit de la forme la plus complexe de site internet. Dans ce cas, le site revêt une importance primordiale puisqu'il devient le principal instrument de vente.
Il représente le magasin en ligne du producteur et c'est pourquoi il doit être capable de remplir toutes les fonctions typiques d'une transaction commerciale.
À garder à l'esprit
Il est très important de choisir en toute clarté et ne pensez pas que votre site internet devrait remplir simultanément toutes les trois fonctions.
Comment créer un site internet
Un système de gestion de contenu est une application informatique qui permet de publier, d'éditer et de modifier le contenu, d'organiser, de supprimer et d'assurer la maintenance à partir d'une interface centrale. Le choix du meilleur système de gestion de contenu dépend de la fonction de votre site internet.Il existe des possibilités infinies que vous pouvez même télécharger gratuitement. Le tableau ci-après en reprend quelques exemples.
Si vous n'êtes pas spécialiste en la matière, laissez un expert le faire pour vous! Autrement, vous pouvez trouver des solutions sur internet, même gratuitement.
Veillez à ce que l'accès à votre site internet soit possible à partir d'un ordinateur, d'une tablette et de technologies mobiles.
Générateurs de sites internet statiques:
Générateurs de sites internet dynamiques:
Le temps et les efforts
En fonction de l'objectif de votre site internet, il convient d'identifier quelle est la personne qui devra consacrer du temps à sa gestion, de quelle manière et à quel moment:
- la gestion d'un site de présentation ne prend pas trop de temps car, une fois que l'information initiale est postée, il ne devra être actualisé que quand de nouveaux produits ou des prix spéciaux sont offerts.
- Un site de relation doit être strictement géré afin de donner une réponse immédiate à chaque client qui désire vous contacter.
- Ceci vaut aussi pour un site commercial qui, outre le contact direct avec vos clients, devra être constamment mis à jour au niveau de la liste des prix et des produits.
Cette action pourrait aussi être à l'origine du succès ou de l'échec de votre site.
Comment pouvez-vous vous distinguer de vos concurrents? Créez quelque chose qui singularise vos produits par rapport à ceux de votre concurrent.
Les caractéristiques de vente unique pourraient s'articuler autour des aspects suivants:
- être enthousiaste de sorte que vous puissiez vendre vos produits naturellement, ce qui est la meilleure technique de vente;
- offrir un service supérieur ou un bien de meilleure qualité;
- offrir plus d'informations (nouveautés, avis, conseils, etc.);
- offrir une meilleure valeur (biologique, biodynamique, fait main, etc.).
Créer un contenu intéressant et fascinant
Comment pouvez-vous créer un contenu intéressant et fascinant?
Le contenu et son importance dépendent des réponses que vous avez données aux questions précédentes.
Identifiez le message que vous souhaitez transmettre ainsi que les mots clés, par exemple tradition, nature, famille, fait maison, etc.
Pour un site de vente directe, il y a des données fondamentales:
- la description de l'exploitation
- les techniques de production
- la description du produit
- la liste de prix
- les conditions de vente
- les contacts
- l'itinéraire à suivre pour se rendre à l'exploitation
données secondaires:
- des nouvelles concernant l'emblavement et la récolte
- les animaux nouvellement nés
- des recettes traditionnelles
- des photos
- des curiosités
Contrairement à ce qui se passe lors d'une visite dans un vrai magasin, lorsque vous êtes en ligne vous ne pouvez ni sentir ni goûter l'aliment qui est en vente, par exemple le fromage. La photo de votre produit doit donc être nette et bien éclairée. Pour cette raison, vous pouvez:
- recourir aux services d'un professionnel, mais ce sera coûteux
- demander l'aide de membres de la famille ou d'amis qui sont passionnés de photographie
- investir dans un bon appareil photo numérique et dans un logiciel d'édition photo, et faire les photos vous-même
Indépendamment du contenu, rappelez-vous d'être clair et correct.
Tenez-vous au courant!
Votre intention d'actualiser constamment votre site pour attirer les visiteurs assidus.
C'est véritablement essentiel pour la vente directe.
Donnez à vos visiteurs une raison d'ajouter votre site à leurs favoris, continuez à insérer de nouvelles informations, écrivez des articles pour communiquer à vos clients des nouveautés concernant vos produits et votre exploitation en général.
Avantages:
- Cela vous permet d'atteindre un vaste public
- Cela vous assure instantanément une distribution à l'échelle nationale
- Vous pouvez tirer profit des opportunités offertes par Amazon en termes de marketing et de promotion à moindre coût par rapport au marketing et à la publicité traditionnels
- Amazon peut aussi s'occuper de l'expédition
Conditions pour vendre vos produits sur Amazon:
Exemple d'un producteur de céréales biologiques qui vend ses produits également sur Amazon
statiques (description de l'exploitation, votre but, l'endroit, les contacts, etc.)
dynamiques (offre de produits, prix, événements, etc.)
Utilisation des réseaux sociaux
Conseils pour les gérer:
Planifiez votre stratégie de marketing avant de lancer votre entreprise sur le site d'un réseau social
- Testez les différents réseaux sociaux pour comprendre comment ils fonctionnent et commencer par en choisir un
- Uniformisez votre marque en gardant des noms de profil et des URL personnalisées identiques pour toutes les plateformes
- Reliez toutes les pages relatives à votre entreprise
- Utilisez les multiples instruments disponibles pour gérer vos pages sur les réseaux sociaux
- La personne responsable de ces activités (que ce soit vous ou quelqu'un d'autre de l'entreprise) doit être disposée à y consacrer du temps, de préférence quotidiennement.
Les mises à jour sur Facebook devraient se faire au moins deux voire plusieurs fois par semaine.
Les experts de Twitter conseillent de le faire deux ou trois fois par jour.
Pinterest et LinkedIn sont de nouveaux réseaux à propos desquels il n'y a pas encore d'attentes spécifiques.
ATTENTION!
Vu que Twitter autorise des noms de compte ne comportant que 15 caractères, commencez par Twitter et le reste sera facile à créer.
Vidéo didactique sur la manière de créer une page commerciale sur Facebook
http://blog.seesmic.com/
https://hootsuite.com/
Meilleures façons de s’attirer les faveurs du visiteur
- Indiquez également les heures pendant lesquelles vous pouvez être joint par téléphone. Cela signifiera à tout le moins qu'il y a quelqu'un physiquement présent qui gère ce site, quelqu'un à qui parler. C'est également bon pour vos ventes étant donné qu'il est plus probable que vous arriviez à convaincre quelqu'un en lui parlant plutôt que via des textes publiés sur vos pages internet.
- Rassurez vos visiteurs en leur donnant, si possible, une garantie de remboursement.
- Indiquez vos conditions de vente.
Technology provides different ways of purchasing goods online, such as the use of credit or debit cards, online bank transfers, third-party payers.
For mobile users, there are now tools that allow to swipe the credit card directly using their own cellphone.
À garder à l'esprit
Les experts suggèrent que le temps que vous consacrez varie de 15 minutes par jour à 5 à 10 heures par semaine, en fonction du nombre de plateformes que vous utilisez.
This communication (website) reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.