Robin B. Crowder
rbcrowder@21acres.org
rbcrowder@21acres.org
successful businesses will be the
ones that can put information in a narrative
context
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5. Secure Customers
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• Farmers markets are highly competitive
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helps customers connect and differentiate
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LinkedIn:
“Fact is, no one cares about
your marketing goals. But
everyone likes a good story.
The businesses that can tell one…
will have increasing advantage…
what stands out has to be
increasingly compelling…
Stories make ideas stick.”
rbcrowder@21acres.org
explorers
connection
valuable
make a difference
rbcrowder@21acres.org
Tell stories to cascade from a
Value Proposition
why to buy from you
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product solves
problems or improves situations
specific benefits
why they should
buy from you
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What stories will resonate?
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fewer than half of
primary grocery shoppers
(44 percent)
normally prepare a shopping list
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• Consumers think less about shopping
per se than about what else they're
trying to accomplish
children influence their purchases
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Cut through chaos, deliver value proposition and tell stories
trusted sources
• Share only relevant information
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many tools for
evaluating during the buying process
Research shows stories, anecdotes,
metaphors are more memorable than
data.”
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farm channels
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market channels
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• Reinforce good behavior
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Now, social web is interest-based and highly visual
Big 3: Pinterest, Instagram and Tumblr
FB and Twitter focus on immediacy
Big 3 are “evergreen”
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image posts more prominent
shows photos automatically
Image based,
Image based,
Image supported, increases stickiness
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brand posts are appearing less often
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Pins can drive traffic 40 days+
Pinterest is “evergreen”
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Photo from Paula Deen, “Aunt Peggy’s Cucumber, Tomato, and Onion Salad.”
Repinned 307,000 times, liked 8,000 times, and commented upon 300 times.
“In other words, that image killed it,” says Curalate CEO Apu Gupta.
No human faces: Images without faces get repinned more
often.Pinterest is a network of things Little background: Pinterest
includes loads of photos shot against a plain white background. When
an artificial background rises above 40 percent of image area, repins
are typically halved or quartered. Multiple colors: Images with
multiple dominant colors garner more than 3x the replies as images
with one. Lots of red: Predominantly red or orange images get twice
the repins of predominately blue. Moderate light and color:
Performance falls off at the extremes. Images with 50 percent color
saturation got repinned 4x as often as images with 100 percent
saturation, and 10 times as often as totally desaturated (B&W) images.
A similar dynamic for brightness; very light and very dark images are,
repinned 1/20 as often as images with medium lightness.
Portrait style: Images did best in a vertical orientation.
http://www.wired.com/business/2013/06/this-is-the-perfect-pinterest-picture/
rbcrowder@21acres.org
Easy mobile app – link to FB – hashtags are king
Create demand helping customers imagine new ideas
Stimulate user-generated content:
Invite followers to post
Create before and after comparisons –
Loaded truck = empty truck
Seasons on the farm
Introduce employees and characters on the farm
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Easy blog platform – hashtags are king
Micro-blogging, image heavy,
excellent video integration
Perfect for reaching young,
hip, savvy (about half under 25)
Visually tell the story of the farm
with brief vignettes supported with photos and video
rbcrowder@21acres.org
grow in depth and meaning
and reinforce value proposition
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How does history reinforce Value Proposition?
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How does it reinforce Value Proposition?
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How do they reinforce Value Proposition?
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How does this reinforce Value Proposition?
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rbcrowder@21acres.org
How do these convey Value Proposition?
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How do they reinforce Value Proposition?
rbcrowder@21acres.org
How do they reinforce Value Proposition?
rbcrowder@21acres.org
How do they reinforce Value Proposition?
rbcrowder@21acres.org
How does this reinforce
your Value Proposition?
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tell the story and
convey the value proposition
Hire for the busiest time
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• Question-based selling,
open-ended questions
relationships
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• Sample!
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rbcrowder@21acres.org
rbcrowder@21acres.org
rbcrowder@21acres.org
rbcrowder@21acres.org
Robin B. Crowder