About Direct Marketing

Direct marketing is often referred to as interactive marketing because it goes beyond mass marketing's borad audience appeal and involves two-way commnicaiton between sellers and buyers (Spiller and Baier, 2005).

"Marketing is not only much broader than selling, it is the whole business seend from the customer's point of view."

- Peter Drucker

NOTE: This page provides many resources. The format is temporary and is being redeveloped in a WIKI format. A WIKI allows collaborative development through any web browser and it will make it much easier to locate resources that best fit your needs. Visit http://directmarketing.osu.edu/wiki

General Direct Ag. Marketing Resources

Products/Services: What is sold?

Places/Distribution Channels: Where are products/services sold and delivered?

People: Who purchases or influences the purchase of products/services?

Promotions & Positioning: How and when are products/services promoted?

Planning & Management

OSU Organizational

Additional Resources

General Direct Ag. Marketing Resources - [back]

External Links
AgMarketing Resource Center , http://www.agmrc.org/agmrc/default.html
USDA Farmer Direct Marketing, http://www.ams.usda.gov/directmarketing/
SARE Direct Marketing Resource Guide, http://www.sare.org/publications/dmrg.htm
Direct Marketing Business Management Series, http://www.attra.ncat.org/attra-pub/directmkt.html
Direct Farm Marketing & Tourism Handbook, http://www.ag.arizona.edu/AREC/pubs/dmkt/dmkt.html
Eckert AgriMarketing
Adobe Acrobat Files
The Role of Marketing In The Farm Business(pdf)
Liability Issues for Direct Marketing by Peggy Kirk Hall (pdf)
Presentations
Direct Marketing Trends(PowerPoint Presentation)
Contacts
Julie Fox, OSU Direct Marketing Specialist, fox.264@osu.edu

Products/Services: What is sold? - [back]

Explore Alternatives
http://www.kansassustainableag.org/library.htm
http://www.uky.edu/Ag/NewCrops/othercrops.html
http://smallfarms.ifas.ufl.edu/planning_and_management/keypoints.htm

Crops/Horticultural Enterprises
- Ohio Fruit Growers Society
- Ohio Fruit Growers Marketing Assn., http://web.tusco.net/fruitgrowers/
- Apples
- Ohio Apple Marketing Program http://www.ohioapples.org/
- Berries
- Ohio Berries Tops, According to Consumer Taste Test(pdf)
- Grapes (also see wine in the value-added section) - http://www.oardc.ohio-state.edu/grapeweb/
- Grape Industries Program, http://www.ohgrapes.org/
- Vegetables - Ohio Vegetable and Potato Growers Association
- Ohio Nursery & Landscape Assn., http://www.onla.org
- Ohio Christmas Tree Assn., http://www.ohiotrees.com/
- OFA - an Association of Floriculture Professionals, http://www.ofa.org
Meat and other animal products

ODA Meat Inspection, http://www.ohioagriculture.gov/meatinspection/
Ohio Assn. of Meat Processors http://www.oamp.org/
Beef - Ohio Beef Council, Ohio Cattlemen’s Assn, http://www.ohiobeef.org/
Fish, Shrimp & Other Aquaculture products http://southcenters.osu.edu/aqua/
Lamb, Sheep & Goat
Poultry - Ohio Poultry Assn, http://www.ohiopoultry.org/
Pork - Ohio Pork Producer Council, http://www.ohiopork.org/
Dairy
- Dairy Farmers of America, http://www.dfamilk.com/
- American Dairy Assn. & Dairy Council Mid East, http://www.adadcmideast.com/home

Value-added foods & nature-based products
- Growth of Value Added Produce
- Direct Marketing as a Value-Added Opportunity for Agriculture(pdf)
- Ohio Wine - http://www.ohiowines.org/
- Industry Stats - http://www.wineinstitute.org/communications/statistics/index.htm
Experience-based ag.- & eco-tourism including recreation and hospitality enterprises Agrit ourism and nature-tourism enterprises include:
- Outdoor recreation (wagon rides, mazes, fishing, hunting, wildlife study, horseback riding, or walking trails).
- Educational experiences (group tours, demonstrations, cooking classes, specialty gardens, or wine tasting).
- Entertainment (games, festivals, barn dances, storytelling, or theatrical presentations).
- Hospitality services (farm stays, guided tours, event hosting, or outfitter services).
- On-farm direct sales (u-pick operations, roadside stands, gift shops, and “create-your-own” projects).
- Eric Barrett, OSU Extension, Agritourism Specialist, barrett.90@osu.edu

Rob Leeds, OSU Extension, Agritourism Specialist, leeds.2@osu.edu
Deanna Tribe, OSU Extension Community Development & Tourism Specialist, tribe.1@osu.edu
Entertainment Farming & Agri-Tourium - http://www.attra.org/attra-pub/entertainment.html
Alternative Enterprises and Agritourism: Farming for Profit and Sustainability Resource Manual, http://www.nrcs.usda.gov/technical/RESS/altenterprise/resmanual.html
Ecotourism Society - http://www.ecotourism.org/
Agritainment Possibilities(pdf)
Entertainment Farming - An Economic Development Tool (pdf)
Liability for Visitors to Farm Property
Liability Insurance Roundtable - 2004 NAFDMA Conference(pdf)
Tourism Trails(pdf)
Agritourism, The Future of Agriculture?(PowerPoint Presentation)
Liability for Agritourism by Peggy Kirk Hall(PowerPoint Presentation)

Lodging (Bed & Breakfast, Cabins, Camping)
- Ohio Bed and Breakfast Association http://www.ohiobba.com/

Starting a Bed and Breakfast http://www.cbsc.org/servlet/ContentServer?pagename=CBSC
FE%2Fdisplay&lang=eng&cid=1099483437684&c=GuideHowto
Starting a Bed and Breakfast/Farm Vacation Business http://web1.msue.msu.edu/msue/imp/modtd/33420030.html
Farm Bed & Breakfast, and Vacation Farms(pdf)

Other agricultural and natural resource-based products, services and experiences
- Natural Resource Income Opportunities http://www.naturalresources.umd.edu/Income_Home.cfm
- Ohio Assn. of Natural Resource Extension Professionals http://ohanrep.osu.edu
- Other – More Information on Alternative Crops:
  - http://www.ag.ohio-state.edu/~ohioline/b472/altern.html
  - http://www.newcrop.hort.purdue.edu/ newcrop/proceedings1996/V3-087.html
  - http://www.ianr.unl.edu/pubs/horticulture
  - http://www.ext.nodak.edu/expubs/alt-ag.htm
  - http://www.nalusda.gov/afsic/afslinks.htm
  - http://www1.uwex.edu/ces/agmarkets/ideas/subcat.cfm?MainRef=1
  - http://www.jeffersoninstitute.org/
  - http://www.attra.org/attra-pub/altcrop.htm
  - Organic production
  - Ohio's Changing and Challenging Ag Production(pdf)
  - Ohio Ecological Food & Farm Assn., http://www.oeffa.org/

Places/Distribution Channels: Where are products/services sold and delivered? [back]

Farm markets & Pick-Your-Own operations

Farmers markets and public markets
- USDA - http://www.ams.udsa.gov/farmersmarkets
- NAFDMA Farmers Market Coalition http://www.nafdma.com/FMC/ http://www.nafdma.com/Resources/FMCresources/
- Ohio Farmers' Market Registration Form
- Sample By-Laws for a Farmers' Market Association
- Sample Market Rules for a Farmers' Market
- Farmers' Markets, Marketing and Business Guide
- Establishing and Operating a Community Farmers' Market
- Starting and Strengthening Farmers' Markets in Pennsylvania
- Farmers' Markets, Rules, Regulations, and Opportunities
- Project for Public Spaces, http://www.pps.org/
- Sample Market Rules http://southcenters.osu.edu/benet/marketing/rules.htm
- Sample Market Bylaws, http://southcenters.osu.edu/benet/marketing/bylaws.htm
- Roadside Markets, Roadside Market Worksheet for Retail Agriculture
CSA – Community Supported Agriculture (subscription marketing)
Auctions, Festivals & Other Events
- Produce Auction Registration Form
On location sales calls (delivery)
Mail order, Internet-based sales

Direct Marketing on the Internet - USDA

People: Who purchases or influences the purchase of products/services? [back]

Consumers -profiles, preferences, expectations, and transactional behaviors
- Consumer Driven Ag
- Locally Grown Consumer Survey Report
Chefs/Restaurants
Building Capacity for Local and Organic Ohio Proud Foods for Retail and Restaurant Distribution in Ohio(pdf)Niche markets
Schools, Institutions, Municipalities
Businesses
Specialty Retailers
Other
Promotions & Positioning: How and when are products/services promoted? [back]

Guidelines for Designing Effective Marketing Materials ( PDF format )
Targeted approaches for advertising, public relations and other communication strategies
Signage, displays and merchandising
Branding
Cooperative Marketing, Ohio Cooperative Development Center
Creative selling strategies and meaningful sales transactions

Planning & Management Process [back]

Development of goals, objectives, budgets and plans (key drivers and milestones) Marketing Plan, http://www.uwex.edu/ces/agmarkets/markplan.html Business Planning Guide, Direct Farm Marketing - BC
Market and marketing research
New product development, pricing strategies, packaging and labeling
- Smart Pricing Strategies
Personnel development in marketing skills such as
- Personnel
  - Innovative Hiring Techniques
- Sales and hospitality
- Quality and food safety
  - ODA Food Safety, http://www.ohioagriculture.gov/foodsafety/
  Ohio Food Safety Code(pdf)
- Financial analysis and management
- Financial Summary Worksheet for Retail Agriculture
- Financial Ratio Calculation Worksheet for Retail Agriculture
- Enterprise Budgets, http://aede.osu.edu/Programs/FarmManagement/Budgets/index.htm
- Value chain management
- Technology, knowledge management
- Regulations and risk management, record keeping, etc.
- Legal - http://www.nationalaglawcenter.org
Tapping into emerging marketing theory and practice to foster marketing culture, strategies and tactics
Small and medium farm business management
- Management Tips for Retail Agriculture
- Small Business Series on Entrepreneurship, Home Business & Micro Enterprises
- Small Farms @ USDA, http://www.usda.gov/oce/smallfarm/index.htm
- Small Farms, OSU

OSU Organizational Links [back]

Additional Resources [back]


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