Introduzione
Una quota di mercato in crescita: quanti siamo, noi utilizzatori di internet?
Cosa considerare se si vuole vendere online
Ci sono almeno tre requisiti del prodotto importanti per decidere se sia il caso di vendere via web:
- trasportabilità
- durata (shelf – life)
- vicinanza a centri di grandi dimensioni
Per un buon servizio al consumatore: dovete garantire che se il prodotto si danneggia nel trasporto, rimedierete e lo rispedirete!
Inoltre, bisogna CREARE IL PROPRIO SITO WEB Gli elementi principali da analizzare prima di creare il vostro sito sono:
- Le funzioni del sito e come realizzarlo
- Il tempo e l’impegno che richiede
- Come distinguervi dai concorrenti
- Come creare contenuti interessanti ed affascinanti
- La vostra intenzione di tenerlo costantemente aggiornato per attirare visite ripetute da parte degli utenti
- I modi migliori per porvi dalla parte dei visitatori
Il prodotto è sensibile alla temperatura?
Il prodotto può essere confezionato in modo semplice e facile da trasportare? Se non è così, il costo di spedizione può essere proibitivo.
La presentazione o l’assortimento hanno elementi di unicità?
Qual è la shelf-life del prodotto?
legislazione italiana:
Le funzioni del sito
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!
Ricorda che
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.
Ricorda che
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
- Ricorda che
- 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!
Ricorda che
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
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- 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.
Ricorda che
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.
Ricorda che
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 funzioni del sito
- vetrina per i prodotti
- supporto per rimanere in relazione con i clienti
- canale di mercato alternativo, e-commerce
Si può pensare che il sito serva solo per mostrare i prodotti, per dare al cliente un’idea dell’offerta completa.
Il livello di dettaglio nella presentazione e nelle informazioni è collegato ai vostri obiettivi strategici.
Strumento di relazione con i consumatori
In questo caso il sito può risultare utile per comunicare immediatamente ai clienti le notizie su prodotti e consegne.
Può diventare un importante strumento per la relazione personale con i clienti.
E-commerce
È il tipo di sito più complesso. In questo caso il sito assume rilevanza primaria e diventa il principale strumento di vendita. È il negozio online del produttore e quindi questi dev’essere in grado di gestire tutte le tipiche funzioni di una transazione commerciale.
Si può compiere un investimento mirato di risorse disponibili così che gli utilizzatori siano facilmente orientati nel “vostro mondo”. Questo conferirà maggiori probabilità di successo al vostro sito.
Ricorda che
è importante compiere una scelta chiara e non pensare che il sito web possa svolgere simultaneamente ed automaticamente tutte e tre le funzioni
Come creare un sito web
Un Sistema di Gestione dei Contenuti (content management system, CMS) è un programma per computer che permette di pubblicare, modificare contenuti, organizzarli, cancellarli, gestire la manutenzione da un’interfaccia centrale. La scelta del miglior CMS dipende dalla funzione che svolge, per voi, il vostro sito.Ci sono tantissime possibilità, anche scaricabili gratis. Ecco alcuni esempi nella tabella sottostante.
Se non siete esperti, contattate un esperto, oppure cercate soluzioni, anche gratuite, sul web.
Accertatevi che il vostro sito sia visitabile da computer, tablet e smartphone.
Generatori di siti web statici:
Generatori di siti web dinamici:
Tempo e lavoro
A seconda dell’obiettivo che assegnate al vostro sito, occorre definire chi dedicherà tempo alla sua gestione, come e quando lo farà.
- un sito-vetrina non richiede troppo tempo di gestione perché, dopo il primo inserimento dei contenuti, sarà solo necessario aggiornarlo quando s’introducono nuovi prodotti od offerte speciali;
- un sito relazionale ha bisogno di una gestione continua, perché l’interattività richiede che sia data una risposta immediata a coloro che ci contattano
- lo stesso vale per un sito commerciale, che, oltre al contatto diretto con i clienti, richiede il continuo assortimenti dei prezzi e della lista dei prodotti.
Ecco perché la scelta è importante: perché la gestione è fondamentale per il successo del sito, quindi la mancanza di un orientamento preciso, e del necessario conseguente impegno, possono portarvi a sprecare tempo e risorse.
Come distinguervi dai concorrenti Provate a creare qualcosa che distingua i vostri prodotti da quelli dei concorrenti.
Le argomentazioni uniche di vendita possono riguardare:
- l’entusiasmo, che vi porta a vendere al meglio in modo naturale
- qualità e/o servizio di livello superiore
- offerta maggiore di informazioni (notizie, opinioni, consigli, ecc.)
- offerta di valore particolare (biologico, biodinamico, fatto a mano, ecc.)
Il vostro prodotto può essere comprato facilmente anche da altre parti? Prima di provare a vendere online, determinate quale sarà il particolare valore extra che offrite.
Visitate i siti dei vostri concorrenti, guardate come vendono online. Scoprite i loro prezzi, i servizi che offrono. Conoscendo i vostri competitor potete capire come distinguervi da loro.
Creare contenuti interessanti e affascinanti
Come potete creare contenuti interessanti ed affascinanti?
Il contenuto e la sua rilevanza dipendono dalle risposte che avete dato alle domande precedenti.
Identificate il messaggio che volete comunicare e le sue parole chiave, ad esempio: “tradizione”, “natura”, “famiglia”, “fatto in casa”…
Contenuti fondamentali per un sito di vendita diretta:
- descrizione dell’azienda agricola
- tecniche produttive
- descrizione dei prodotti
- listino prezzi
- condizioni di vendita
- contatti
- come raggiungere la fattoria
Contenuti secondari:
- notizie sulle semine e i raccolti
- notizie sulle nascite
- ricette tradizionali
- immagini
- curiosit%agrave;
A differenza di ciò che avviene in un negozio fisico, quando si acquista online non si possono assaggiare i prodotti in vendita né sentirne il profumo (ad esempio, dei formaggi). Ecco perché i prodotti devono essere presentati, a livello di immagini, in modo chiaro, bene a fuoco, ben illuminato. Per questo motivo potete:
- impiegare un fotografo professionista (ma può essere costoso)
- provare a far fare le fotografie a parenti ed amici appassionati di fotografia
- investire in una buona fotocamera digitale e fare le fotografie da soli
Qualsiasi sia il contenuto, ricordate che dev’essere chiaro e corretto.
Restate aggiornati!
La vostra intenzione di tenere il sito costantemente aggiornato per far sì che i visitori ritornino
E’ un elemento essenziale per la vendita diretta.
Date ai vostri visitatori un motivo per mettere il vostro sito nei “preferiti”, continuate ad aggiungere contenuti, scrivete articoli che raccontino ai vostri clienti dei vostri prodotti e della fattoria in generale.
Potete anche inviare una newsletter settimanale o mensile.
Vantaggi:
- vi consentono di raggiungere un vasto pubblico
- vi conferiscono istantaneamente una presenza nazionale
- potete trarre vantaggio delle loro opportunità promozionali a costi inferiori rispetto al marketing e advertising tradizionale
- possono gestire anche le spedizioni
Ad esempio, ecco le condizioni per vendere i prodotti tramite Amazon.com:
Un esempio di un produttore di cereali biologici che vende i suoi prodotti anche su Amazon
Statici (descrizione della fattoria, la sua missione, il luogo in cui si trova, i contatti, ecc.)
Dinamici (offerte, prezzi, notizie, eventi, ecc.)
Impiego dei Social Network (come ad esempio Facebook)
Suggerimenti per la gestione:
- pianificate la vostra strategia di marketing prima di lanciare la vostra attività su un sito di social media
- verificate i diversi siti di social media per comprendere come funzionano, e cominciate con uno solo di essi
- unificate il vostro marchio, facendo sì che i nomi dei vostri profili e le vostre URL siano gli stessi su tutte le piattaforme
- collegate tutte le vostre pagine professionali
- impiegate molti degli strumenti disponibili per la gestione delle vostre pagine sui social network
- la persona responsabile di queste attività (può trattarsi del titolare o di qualcun altro nell’attività) deve essere decisa a dedicarvi del tempo, preferibilmente tutti i giorni.
Ci si aspetta che ci siano aggiornamenti Facebook almeno una-due volte a settimana.
Gli esperti di Twitter incoraggiano aggiornamenti 2-3 volte al giorno
Pinterest e Linkedin sono nuovi, quindi non ci sono aspettative particolari
ATTENZIONE!
Poiché Twitter ammette nomi di account con massimo 15 caratteri, prima fate comunicazione su Twitter, ed il resto sarà facile da creare.
Guardate questo video:
Si tratta di un video tutorial su come creare una pagina business di Facebook
http://blog.seesmic.com/
https://hootsuite.com/
I modi migliori di stare dalla parte dei visitatori
- Fate sapere alle persone i vostri “orari d’apertura” anche per la ricezione di telefonate: significa che c’è qualcuno che segue fisicamente il sito, qualcuno con cui parlare in casi particolari. Va anche bene per le vendite, perché é più facile che convinciate qualcuno parlando con lui che tramite i testi delle pagine web.
- Se possibile, rassicurate i visitatori con una garanzia “soddisfatti o rimborsati”.
- Scrivete con chiarezza i vostri termini e condizioni di vendita.
È molto più adatta ed accessibile della pubblicità sui media classici, come la TV, la radio e la stampa. Prima di tutto, costa meno: i costi sono generalmente di 20 centesimi di euro per ciascuna persona che arriva a visitare il sito avendo cliccato su un annuncio. E’, inoltre, indirizzata solo alle persone interessate. Potete acquistare il diritto di fare pubblicità solo verso le persone che digitano parole specifiche sui motori di ricerca, risparmiando in questo modo tempo e risorse.
La tecnologia fornsice modi differenti per il pagamento delle merci acquistate online, come carte di credito o di debito, bonifici online, pagamenti tramite terze parti.
Per utenti mobili, esistono degli strumenti che permettono di "strisciare" la carta di credito direttamente sul telefono smartphone.
Ricorda che
Gli esperti suggeriscono che il tempo che dedicate alla gestione della vostra presenza su internet vada da 15 minuti al giorno a 5-10 ore alla settimana, a seconda del numero di piattaforme che state impiegando.Bill Vaughan
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.