Moreno-Ortiz, Carlos Alberto (author), Peterson, Dr. Donna J. (author), Collart, Alba J. (author), Downey, Laura (author), Seal, Susan (author), and Gallardo, Roberto (author)
Format:
Journal article
Publication Date:
2021-12-10
Published:
United States: Clemson University Press
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D12409
8 pages, We examined small farmers’ use of and preference for different channels for marketing agricultural products and explored differences by gender, age group, and education level. Farmers markets and social media were preferred channels, with participants under age 55 being more likely than those 55 and over to prefer and use social media and agree that social media would be useful for promoting products and increasing sales. While selling via social media could provide a larger market, one challenge is that the average age of Mississippi farm operators is 59. Therefore, Extension must consider multiple approaches for delivering training on marketing.
Online from periodical. 2 pages., Report of a presentation at the West Coast Produce Expo about Amazon's new Fresh banner, with establishment of small and medium-sized grocery stores.
11 pages, Diversifying a farm's production operations or marketing channels can boost income and raise farm survival rates. But are beginning and small-scale farmers inclined toward a strategy of diversification? We analyzed 578 attendee surveys from 10 years of an Extension workshop for new and small-scale farmers in Ohio. We investigated the farming profile of beginning and small-scale farmers, the degree to which they are interested in pursuing diversified farming, and whether these interests vary by gender. We found evidence that new and small-scale farmers are interested in alternatives to commodity grain farming, that these alternatives are associated with diversified farming systems, and that some specific diversification interests vary by gender.
7 pages, To assess small rural retailers' use of social media and the role of social media in their business sustainability, we conducted focus group interviews with small business owners/managers from rural communities in a midwestern state. Participants revealed strong interest in social media, especially for use in sales and marketing. However, their engagement in social media was limited due to lack of knowledge and resources (i.e., time, human resources, financial resources, effectiveness measurement) related to developing and updating content. On the basis of these findings, we examine implications for Extension professionals and outreach educators regarding social media needs and programming for small rural businesses.
13 pages, The Internet has undoubtedly had an impact on society and brought about considerable changes in the world economy. Social media are prominent among the applications hosted by the Internet. To organisations that make use of them, they present a series of challenges and opportunities that can lead to enhanced business performance and local and regional development. Given the foregoing, the Delphi method was used to assess the impact of social media on product marketing in the Spanish olive oil sector. The findings of this study, based on expert opinion, point to the potential of social media, which in turn makes it necessary to plan for their use.
13 pages., Online via AgEconSearch., Author presented a marketing approach in formation and promotion of the rural tourism product, based on resources the Republic of Serbia has.
8pgs, The retail portion of the green industry, valued at $50.55 billion, continues to provide a major connection between the industry and consumers. Given the importance of retailers in the green industry and little research exists that documents their advertising practices and impacts, the 2013 Trade Flows and Marketing Practices survey included questions to capture data for retail-only firms. This paper reports on the percentage of sales retailers allocate to promotion and advertising, including a breakdown of media used; point-of-sale (POS) materials and how they are acquired; how green industry retailers are using social media and mobile marketing [in particular, quick response (QR) codes]; the methods retailers use to collect customer demographics; customer loyalty programs (CLP); and how they are managed by retailers and a comparison of retail firms’ advertising practices by size of firm. A combination of mailed and Internet-distributed surveys resulted in a total of 699 useable retail business responses with greater than or equal to $1000 in annual revenue. The median expenditure as a percentage of sales on advertising was 3.6% for all retail firms responding with 33.7% spending no dollars on advertising. In examining the distribution based on media type, the Internet was the most frequently listed by firms (32.3%) with a mean expenditure of 42.5% of total advertising dollars. Social media was listed second most frequently (21.5%) with a mean expenditure of 29.6%. Newspapers were listed as the third most frequently used type of media (18.0%). Social media use is strong and among social media platforms, Facebook (60%) far exceeds any other platform. A third of the respondents (34.2%) reported the use of POS materials. A very small percentage of firms (3.0%) reported using QR codes and 19.4% reported having a CLP. Of those, 45.8% used customer purchase cards, whereas 35.4% used POS software. Nearly 33% of the firms collected demographic information about their customers. Of those, the method with the highest percentage use (multiple responses were permitted) was social media (50.7%) followed by CLP (48.9%), web visits (34.5%), questionnaires (15.7%), social coupons (13.5%), census data (3.9%), and marketing firms (3.1%). There were firm-size differences in seasonal employees and mean sales per employee with large firms having greater numbers than hobby, small- or medium-sized firms. There were no differences in the percentage of advertising media allocations based on firm size, but large firms used web visits, social coupons, and social media more than other types of firms to collect customer demographics. While, green industry retailers are currently using social media for marketing green industry goods, they have much more opportunity to use electronic media for CLPs and to begin using QR codes or other mobile-centric technologies to deliver in-store promotional information to consumers.
Posted at www.agrimarketing.com, Discusses ways in which to make agri-marketing firms more innovative through involvement of personnel with diverse skills and interests.
