“If all you did was focus in on your business image, it would change your bottom line,” says Lori Colborne of LSL Marketing Consultants in Edmonton.
Colborne knows the pieces of the marketing puzzle that build buzz.
She has mentored many agricultural entrepreneurs through one-on-one marketing sessions. She has two top recommendations for agri-businesses: Clarify the message and solidify the image.
Many business owners struggle to state simply what their business does.
Colborne has clients describe their business in their own words, including what makes it special and what their customers tell them.
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She helps them mould that into a clear, no-nonsense message that will resonate with customers.
Lori emphasizes that consumers quickly lose interest if a message isn’t concise, in plain language and fails to hit customer priorities.
Contrast Wal-Mart and Holt Renfrew. One major difference is price. Another is image.
Agricultural entrepreneurs tend to undervalue their products and services and cut corners on their image.
“Photocopied brochures, homemade business cards and the cheapest paper are simply not acceptable for a legitimate business,” Colborne said.
A cheap image will negatively affect how you can price what you are selling.
The quality of the product may not matter if the image is poor.
Colborne has several low cost suggestions for building a buzz about your business.
- If you drive a decent vehicle, use window decals to promote the business.
- Have your name, tagline, website and phone number on a sticker that goes out on everything you sell. Keep it consistent with your image.
- Offer samples. Use demonstrations or an open house to promote services.
- Offer a guarantee.
- Cross promote. Work with others to leverage your marketing budget. For example, team up with others in trade show displays.
This article was taken from Alberta Agriculture’s Agri-preneur newsletter. More articles on farm business marketing can be found in the newsletter section of the department’s website at www1.agric.gov.ab.ca.
