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*POPULAR* Grassroots Marketing Academy for Farmers
306 Plays7 days ago
In this week’s episode, Alex of Chucktown Acres (SC) and host of Barn2Door’s Grassroots Marketing Academy, talks about the priority and lessons of each session, ideal outcomes, and what he has learned as a teacher. See why this class --- helping Farmers tap into local Buyer demand to increase sales --- is always full with a long wait list!
For more Farm resources, visit: https://www.barn2door.com/resources
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Transcript
Introduction to the Independent Farmer Podcast
00:00:10
Speaker
Hello and welcome to the Independent Farmer podcast, the go-to podcast for do-it-yourself farmers who are taking control of their own business, skipping the middleman, and selling direct to local consumer and wholesale buyers.
00:00:20
Speaker
This podcast is hosted by Barn to Door, the number one business tool for independent farmers to manage their business, promote their brand, and sell online and in person. Let's dive in to today's Independent Farmer podcast.
00:00:42
Speaker
Welcome to the Independent Farmer Podcast. I'm Janelle, CEO of Barn to Door and your host for today's episode. As many of our listeners may be aware, Barn to Door offers an all-in-one business solution for independent farmers who are cutting out the middleman, taking control of their business, selling under their brand, and making sure their customers can purchase from their farm both online and
Barn to Door Academies and Grassroots Marketing
00:01:02
Speaker
in person.
00:01:02
Speaker
In today's conversation, we'll get into Barn to Door Academies and why we host classes for farmers taught by other farmers and industry experts. We'll also focus on our grassroots marketing academy taught by Alex Russell, who we have here today.
00:01:16
Speaker
Today, I'm happy to welcome back to Alex Russell of Checktown Acres in South Carolina. Alex is part of our farm advisory network, has worked with us for five years, and since becoming an advisor has brought his wisdom of brand building, maintaining sustainable operations, and of course, grassroots marketing tactics for the other
Alex Russell's Journey and Importance of Recorded Content
00:01:33
Speaker
farmers.
00:01:33
Speaker
Let's dive in. Welcome, Alex. Wow. What an intro. That was amazing. Hey, I'm so happy to be here. I just need to be honest with you. I'm still just as nervous as the first time I did a Barnador podcast. So I'm like... Serious?
00:01:49
Speaker
Nobody would ever know. You're such a natural. The excitement is still there. I still have butterflies because whatever I say, it's going to be recorded for all time.
Farmers as Business Owners: Marketing and Sales Strategies
00:01:58
Speaker
And so if I say anything stupid, pressure sure I'm like, yeah, I got a lot of pressure on myself. Oh oh my goodness. Don't they record the academy classes too?
00:02:06
Speaker
You already get an A plus. It's great. Okay. Just so folks know a little bit about you since, you know, obviously they would care who we're talking to and why. Tell them a little bit about your farm, a little bit about your background. Maybe you do a little intro when you're kicking it off your class.
00:02:21
Speaker
Yeah. Okay. My name is Alex. I'm a farmer in South Carolina, down here on the low country. We're very close to the ocean. So we are attempting to grow grass-fed beef, forest-raised hogs, pastured poultry of all kinds.
00:02:38
Speaker
And we do our own farm store and we do field trips and Yada, yada, yada. We do it all except for vegetables, basically. And I've been doing this for five years running Chucktown.
00:02:52
Speaker
And because my farm name is Chucktown Acres. i don't know if I said that or not. And had the pleasure of working under Joel Salatin for three years before that in Virginia. So my intro to the grassroots marketing class is like, hey, I got to learn from like America's number one farmer.
00:03:10
Speaker
But I was just a grower at Polyface Farms. And so when I came to start my own farm, I knew nothing about sales and marketing. Zero.
00:03:21
Speaker
Like I could run hundreds of cattle and hogs and chickens all at the same time in symbiosis. But I could not sell a chicken breast to anyone.
Streamlining Farm Operations with Technology
00:03:32
Speaker
I kind of love that.
00:03:34
Speaker
Yeah. Because honestly, most farmers, well, it's not even maybe fair for me to say, but it would seem like a lot of farmers start farming because of the farming side, not the business side, right?
00:03:47
Speaker
Which to be frank, if you think of small businesses across America, even if you're a doctor or a dentist or a restaurant owner or coffee shop owner, I could go or contractor like you actually in all those instances are a business owner.
00:04:03
Speaker
And there's so much more to the business than the trade. And that's what we here at Arntador love to do. And in fact, a brilliant segue into why the heck we do academy classes, yeah which is literally not about running hogs.
00:04:19
Speaker
Yeah. It's literally about selling the chicken breast, right? So to your point, all of these academy classes that we put on at Barn to Door, as well as our eBooks, this podcast in particular, our blog posts are literally all about the business side of farming and how to be successful and the data and the trends and how to streamline marketing and, I mean, avoid unnecessary trappings, do what you should, but also do what you should, because you do have to actually have customers to sell
Unpaid Marketing Strategies for Farmers
00:04:48
Speaker
to.
00:04:48
Speaker
You do have to engage them in order to achieve sales. You have to track your finances. you have to do, you know, you have to manage inventory. All of that's real and everybody, the farmers know it. And so we love to help in all of that capacity.
00:05:02
Speaker
And on the software side, when people use the barn to door platform, We're helping streamline finances, inventory management, order management, making sure farmers have an online store and a POS to make and transact with all those sales.
Challenges for Small Farmers and Overcoming with Grassroots Marketing
00:05:15
Speaker
So we help streamline the business side.
00:05:17
Speaker
But a lot of times there's just knowledge that farmers need around all of the needs of a business. And so, yeah, academy classes. That's why we do them. Yeah, absolutely. Cause we, as farmers, you're usually driven by the passion of farming to do it.
00:05:37
Speaker
Yeah. But as any small business owner knows, you have to wear all the hats when you get started. Yes. So I tell people like right at the beginning, my first slide of the grassroots marketing class is there's a difference between marketing and sales.
00:05:52
Speaker
And thank God you signed up for barn to door because The sales part is pretty much taken care of. like You need to make sure your online store looks good and you have your stuff on there and you do your work on the back end of the software.
00:06:06
Speaker
But your job is to market the stuff that you have and the sales will come. yeah You have to get out there and introduce yourself to people or else no one's going to know you exist because guess what?
00:06:20
Speaker
ButcherBox has a whatever million dollar marketing budget. that you're up against and they're getting in front of all your customers. So you got to be able to separate yourself from them, but also introduce yourself to customers in a unique way.
00:06:37
Speaker
That's not going to break your bank because you've got, you're a brand new farmer, you're brand new to direct to consumer sales.
Practical Classes Offered by Barn to Door
00:06:45
Speaker
You don't have a lot of ah money to just throw around, you know, and waste on like Facebook ads and Instagram ads, and Google ads.
00:06:53
Speaker
No. And you don't need to. I mean, you like grassroots marketing. And in fact, I would say probably 90 plus percent of the marketing tactics that we share to farms across eBooks, podcasts, academy classes is unpaid marketing.
00:07:07
Speaker
It's just best practices. And to your point, if you're set up for the transaction, like they can go out to your online store to buy, You've got your POS for the in-person. They can click through social media to go to your store.
00:07:20
Speaker
If everything leads to your store, great. Now you just need marketing for the sake of sales, right? You just need to drive them, make them aware and keep driving them to the store, to the store, to the store, which can be done with some pretty practical tactics. And it's very exciting, I think.
00:07:34
Speaker
And by the way, people prefer and love independent local farmers over any big oh yeah something, something. Oh yeah. Absolutely. Anyway. They would much rather buy from us than some big conglomerate.
00:07:47
Speaker
It's just that the conglomerates... are experts at getting in front of people. And so we have some pretty stiff
Continuous Learning and Its Value for Farmers
00:07:55
Speaker
competition that we want to take seriously when we're marketing our farms. You know, we really do have to put effort out there. And I do a little graph on like effort. You got to try to succeed, you know? And I remember when we launched our farm, it was during COVID and I had this thought that if I just have meat to sell that like really good, high quality meat to sell, they will come to me and they will find me and the suction cup of justice will bring them to me.
00:08:29
Speaker
And it did not happen that way. I wish it worked that way. I wish the customers fell from the sky. I really do. i say that so often, but they don't. yeah but But you are the preferred choice. And so there's local demand. There's massive demand.
00:08:44
Speaker
Even in the national conversation, they're bringing to light how awful Big Egg is. And so you have even more tailwinds. Like people want to buy local food direct from farmers that they know and love.
00:08:55
Speaker
And they know the quality is there. So you just have to get in the way. You just have to tap in. Yep. Okay. Okay. Wait, Alex, before we dive into all the fun stuff, I have to at least tell folks what an academy class is.
00:09:07
Speaker
Okay, go ahead. Okay. So we started Academy classes in January of 2021. So we've been doing it since then. Barnsador offers classes to existing Barnsador farmers on social media, Facebook and Instagram, email marketing, specifically MailChimp, because we actually have a direct integration. So it's really easy for farmers to send out newsletters with items to buy right in those newsletters.
00:09:27
Speaker
Finance. We actually have a QuickBooks Pro Financial Advisor who works specifically with farmers who
Grassroots Marketing Sessions by Alex Russell
00:09:32
Speaker
teaches that. We did a farm legal one, which was really cool. We work with the Farm to Consumer Legal Defense Fund. If you haven't heard about you're farmer listening, please check it out.
00:09:40
Speaker
It's literally you know just a little over $100 for an annual membership, which if you've ever used an attorney for anything, bless all the attorneys out there. you know They charge you in six-minute increments, and I think that's less than six minutes. Well, maybe that is like worth 12 minutes of time. But you get my point, which is buy the membership. They will give you brilliant advice regardless of what state you're in, who you're selling to.
00:10:03
Speaker
If you're selling anything from you know raw milk to whole hogs, we do that farm legal academy twice a year. And then we have, what else do we have? Grassroots marketing, which is hosted by you. yeah And always popular and always bursting at the seams.
00:10:19
Speaker
We try to limit it to 25 farms each time. 35 every time. like It's so cool though. And so each month we host two or three of those classes. So we're doing 24 plus classes throughout the year or academies, I should say.
00:10:35
Speaker
yeah So if you do an academy, like you're going to learn from Alex today, it's basically, if you're doing an academy in April, you will show up for three one-hour classes with Alex and 34 other farmers, even though it's supposed to be 25. Yeah.
00:10:51
Speaker
Which is awesome. And it's taught by highly successful farmers who, yes, are using Barn to Door to just crush it with their businesses and keep everything organized. But they're just like incredibly smart business folks doing ah ah many best practices that they can then share.
00:11:05
Speaker
And then we help give them also data that we know from working with thousands of farmers and having millions of transactions the platform. So it's just this great confluence of... information to help independent farmers be highly successful and we get very excited about it.
00:11:21
Speaker
So there you go. Yeah. So Alex, when did you first learn about academy classes before you even, cause you learned about them before you started teaching? Yeah, gosh,
Accountability in Ongoing Learning for Farmers
00:11:30
Speaker
I don't know. Probably three years ago. Yeah.
00:11:33
Speaker
It was probably 2022. And I remember I did, it was probably the finance class that I did first and And then i think MailChimp was next.
00:11:47
Speaker
And I'm pretty sure I've done all the academies by now. They're so great, man. It's like, God, such valuable information. Yeah. What do you get out of them?
00:11:59
Speaker
yeah I mean, tell the farmers who are listening, like, why bother? What do you get out of them? Oh, gosh. I mean, you're going to spend one hour of your week, which you I know farmers are really busy, but you can spare an hour.
00:12:11
Speaker
Like my class is on Thursdays. So you can spare an hour on a Thursday if it's going to give you information that's going to get you another $100,000 sales this year. Oh, beautiful.
00:12:21
Speaker
Can you justify one hour? I mean, the the stuff I learned in the MailChimp Academy, all the academies, but MailChimp stuck out to me a lot because my newsletters were like really sketchy at the beginning.
00:12:38
Speaker
And so I learned how to make them look nice, which is it's very impressive for a caveman like myself to be able to design a newsletter that doesn't look like someone just scratched on a piece of white paper, some like a website.
00:12:54
Speaker
So the information you learn in those three total hours, I mean, I learned this stuff three years ago and I'm still applying it. I love that.
00:13:05
Speaker
So I don't know what the value ratio is there, but the three hours are well worth
Building Customer Relationships through Email Marketing
00:13:10
Speaker
it. And I can't suggest signing up enough because they're really, really valuable. So Oh, and if folks are listening and they were to look up our list of Academy classes, I think the MailChimp one is now called email marketing.
00:13:23
Speaker
just to avoid any confusion. But we also pull in because we have a marketing toolkit that we offer monthly for farmers and we design beautiful templates for farmers to use. Yes. And so I think we showcase how to do that in that academy now, which is kind of neat.
00:13:36
Speaker
But yes, glad to hear that those were helpful and useful. And again, you're running a business. I mean, yes, you're running a farm, but yes, if it is your livelihood and it's how you pay the bills, then you're also running a business. and We want to make sure you're armed and dangerous. so in as efficient way that we can. Yeah. But with a big you know bang for your buck. So I really do appreciate that.
00:13:56
Speaker
Yeah. If people signed up to become farmers and they wanted to sell direct to consumer, but they thought they could just be curmudgeons in the corner that never have to do any marketing or any social media or any finances or anything like that, they are in the wrong group.
00:14:13
Speaker
Okay. You like got to go back to the commodity crops where you sell everything to one person. Okay. If you're a direct-to-consumer, you're going to be selling to thousands of people. So there's a lot of skills that come in that category of farmers if we're going to sell direct. So I just tell people, just buckle your seatbelt because there's a lot to learn.
00:14:32
Speaker
And might as well learn from an expert and help yourself skip ahead of a lot of stupid mistakes that you'll make along the way because you watched one YouTube video one time on something, you know?
00:14:44
Speaker
That is true. If you can learn, you can skip some of the potholes, right? you just And also not to be overwhelmed. like Yes, if you're selling to thousands of people, there's a square one and a square two. like You can break it into small steps, slowly build up your habits, build up your customer list, put it into a habit of how often you reach out each week, et cetera.
Adapting Marketing to Consumer Habits
00:15:04
Speaker
And it can be done. And I feel like it's not rocket science. We do know, and Alex, you know,
00:15:10
Speaker
so well that there are absolutely proven best practices. So just do that. Yeah, just do it. Just send the email once a week, guys. Don't argue, just do it.
00:15:23
Speaker
I did the once a month emails for so long and it just doesn't, it's just not nearly as good as once a week. So just just do it. I think every firm I've talked to on a podcast and I ask them how often they email are like, well, I started it it once a month and it didn't work. And so now I do it once a week and it works like a charm.
00:15:43
Speaker
And it works. It's a magic number. And people kind of expect it actually. And if they're going to not open it one week, fine. They'll open it the next week. But you just reminded them who you are and you popped up as a nice little hand wave at the top of their inbox, even if they don't open it, which they don't always.
00:15:59
Speaker
Yep. Yep. It's, you know a lot of marketing is just making sure that you're getting in front of these people because they are really busy and they're going to forget about you. And that's okay. You can't get offended by that because they got soccer practice and they got date night and they got to pick up the kids from school and they got ballet and they got a thousand other things going on and they do want to support you.
00:16:24
Speaker
They do. But you are not two minutes down the road like Publix is. You're 45 minutes to an hour to two hours to three hours away.
00:16:35
Speaker
And there are order cutoffs. And there are a lot of things to get that food from your farm to their freezer. And so you got to be constantly popping back up at the top of their mind because...
00:16:49
Speaker
If you just think like, oh, I sent them one email two months ago. Why aren't they ordering? Well, there's your answer right there. They forgot about you the next day. They forgot about you 59 days ago.
00:17:04
Speaker
Yeah. Five minutes after you sent it. No, but if they see it at the right time in the right place, they'll
Meeting Customer Needs with Adapted Business Practices
00:17:08
Speaker
order. But to be fair, I have to tell you, yes, you might live two hours away, but if the food shows up, in their community, on their doorstep or at a local pickup, they will gladly make that purchase. If you've brought the food into their vicinity, it's a no-brainer for that purchase.
00:17:23
Speaker
Absolutely. That's why we have so many people sign up for our subscriptions. And they stay on forever. They stay on for years and years once they sign up one time. Yeah. Love it. Love it.
00:17:34
Speaker
Okay. So in terms of the grassroots marketing academy that you teach, can you walk us through the process? ah First of all, if you can remember, cause it's been a minute, how the class originated and sort of how that evolved in terms of it getting in the water. Do you remember first teaching it? How many times have you taught it so far?
00:17:56
Speaker
I think I've been doing it for two years now. so Every month? Every month, except for December, we take off. so That's crazy. That's like 20 plus times I've done the class.
00:18:10
Speaker
I bet it's different every time. Yeah, I get a brand new crop of farmers every time. It's so crazy. Like last month, the March group, they were like 100% new farmers, never sold anything in their life. Wow. I just went... I could not believe it because usually i go in thinking these people have been... That's kind of encouraging. i feel like that's actually very encouraging.
00:18:33
Speaker
Yeah. They knew at the beginning that they needed marketing, which was... That wasn't me. I was not that smart.
00:18:43
Speaker
You had to try a few things the wrong way first and then you... Yeah. I was my own guinea pig for sure.
Teaching Grassroots Marketing: Diversity and Delivery Methods
00:18:50
Speaker
I remember you guys asking me to do the class and I just laughed out loud because...
00:18:56
Speaker
It's like, you want me to teach the marketing class? I don't even know how to do an Instagram reel. Okay. Like you guys are crazy, but I did learn how to make an Instagram reel and I put one up like almost every day now. Yeah. Yeah. You're kind of the expert on that now too.
00:19:12
Speaker
Thank you. That's crazy for people to say, but like I was kind of that curmudgeon-y type when I first got in. I did not want to have a camera in my face. I didn't want people to really even know my name or where I lived and wanted to be secretive for some reason. I don't even know why.
00:19:28
Speaker
But when you guys asked me to teach the class, I couldn't believe it. was honored and shocked and baffled all at the same time. Thankfully, you guys made the slide deck for me because if I had to come up with three hours of stuff from my muffin of a brain, I would have been like, I don't know, guys.
00:19:46
Speaker
Maybe get someone else to do it. But you guys said, all right, we'll do the slides. Just present. And people know me. They know I love to present. I love when I have a microphone in my hand. If I have the attention of an audience, I'm so in. We knew that.
00:20:02
Speaker
We knew that. we love I love that about you. There's the very few farmers. I'm like a weirdo. you know that Very few farmers will want to speak in public, but it's like one of my favorite things ever to
Engaging Teaching Methods for Grassroots Marketing
00:20:12
Speaker
do. So I looked at the slides. I was like, oh yeah, I've been through all this.
00:20:15
Speaker
ah This is very attainable stuff we're talking about here. This is not complex algorithms and scheduled social media posts and editing videos. at what like That's what I thought it was going to be.
00:20:26
Speaker
yeah But it's like, hey, have you thought about going into a coffee shop to see if you could put up some flyers? And it's like, oh, yeah, I've done that. I've called restaurants and I've, you know, been to these local businesses and talked to these people about pickups. Yeah, I can do this for sure.
00:20:44
Speaker
So i agreed to do the class. And then and the very first time I had so much fun. i was like, when can we do this again? And you guys said, well, you're going to do it every month from here on out. So.
00:20:59
Speaker
Honestly, I don't know that we knew it was going to be that successful. I mean, you try, you find the right cadence with each academy class based on the demand and the need. Like I think marketing is super top of mind for farmers. Grassroots really meaning is really unpaid, right? Like it's grassroots marketing. It's the basics of just get it done and do it well with the time that you are applying to it.
00:21:21
Speaker
Finance, I think we do every two or three months, legals twice a year, right? email and social, I think we do every other month. Same thing, social media. But grassroots marketing, man, that is every month and you know standing room only. Yeah. It's encouraging because you see how many new farmers there are.
Community Partnerships in Farm Marketing
00:21:42
Speaker
It's a reminder that I get that there's so many people who are waking up to the evils of the industrial food system and wanting to grow sustainable food yeah themselves and realizing other people are so hungry for real food that they're like, ah I could start a business with this. I've just, you know, a lot of people start being a homesteader and then all their neighbors want their food. And then the people beyond their neighbors want their food. The people in the church want their food and the people at the coffee shop want their food.
00:22:14
Speaker
And then they think I could do a business with this. Yep. And then they start doing a thousand broilers a year. And then it's like, Oh, the freezer is very full. I had 30 people that really wanted my stuff.
00:22:26
Speaker
Now I need about 200. Yep. And then they sign up for grassroots marketing.
00:22:33
Speaker
Yes. They sign up for Burn to Door. They get organized. Yep. Yeah. They get their store online so people can self-serve order. Yep. Collect your email lists automatically.
00:22:43
Speaker
i have a beautiful website. i have a beautiful online store. Where are the people? And then it's like, all right, we're going to help you find them. Yep. Because they're out there. The Suburban Sally's are...
00:22:56
Speaker
plentiful out there and we are going to help you find them. Yes. Yeah. Absolutely true. And we set up a lot for firms to automatically, so we always talk about email list being gold, right? Because
Role of Technology in Farming Success
00:23:07
Speaker
it's literally your customer list. Your email list is your customer list because that is how you are keeping track and engaging them, tracking their orders, everything.
00:23:15
Speaker
It's how they get their reminders for pickup, et cetera. But there are ways that we put in place for them to automatically be growing that list. Like if somebody orders from them, they're automatically added.
00:23:26
Speaker
We make sure to put up a pop-up thing that says, collects emails if people are shopping or going to their website. different things like that. And on POS, we automatically capture emails and people have the POS device. So again, be collecting it. We want farmers to be successful. We want that to be as easy as possible. But to your point, there is an effort level required to, and some pretty creative and even low hanging fruit ways to be collecting emails and just grow that list. So when you send out the email once a week,
00:23:53
Speaker
about your broilers, they literally quote unquote fly off the shelf since we're now using all of the, since we're using all the puns that are appropriate, they fly, they flock.
00:24:06
Speaker
Yeah. Yeah. It's good. That's what we spend a lot of time on in the class is... Can you break it into the three hours? If I'm going to go to the first class, the second and the third, do you have a focus area for each? Where do you start and where do you end? And then what is the ideal outcome for a farmer attending? If a farmer went to the class and six months later, what's the outcome? Like, wow, that was a success for that farmer.
Branding and Fulfillment in Farm Business
00:24:31
Speaker
Yeah, the outcome is revolutionary success and amazing revenue that pushes your farm so far that you have to double your production next year.
00:24:42
Speaker
That's the goal that we're at. Beautiful. So we come up with a lot of creative ideas basically to get in front of people and ways that don't cost a lot. the I think the only thing that we suggest people do that cost them anything is making flyers.
00:25:00
Speaker
And their flyers are super cheap. And I always have my flyer close by that I can show them. I'm like, it looks like this. It's got a QR code. It's got our logo. it Get some nice pretty pictures of cows.
00:25:13
Speaker
Websites at the bottom. I even, I redid this one, added my email down at the bottom too, because everyone was asking for my email. And so that's like the only thing we say, this is going to cost you.
00:25:24
Speaker
Got to have a QR code so it's easy to scan. Don't jumble it up with a ton of words. Quick description of your farm. So we did our first week of the three weeks yesterday. So I'm fresh off of week one with a brand new crop of farmers that we talked to yesterday. Yep.
00:25:42
Speaker
yep And we talked about magic words for like 30 minutes. They said, because we first talked about ideal customers, who's our ideal customer.
00:25:54
Speaker
And we break down all the different types of best customers. And then we break down the type of customers
Educating Customers to Build Trust and Loyalty
00:26:00
Speaker
that you want to let go and just let them float off into the sea and never to be seen again.
00:26:07
Speaker
We don't want to waste our time with them. Empowering. Yeah. We talk about the 80-20 rule. Don't let 20% of your customers take up 80% of your time. And then we talk about the 80% of amazing, wonderful customers that want to spend a lot of money with you.
00:26:22
Speaker
Yep. And those people use magic words and those magic words. And I always have the farmers go into the chat and type in the magic words, pasture raised, antibiotic free, local, fresh, regenerative, sustainable, family farm, chemical free, all the things that people who are looking for local farms, they look for very specific things.
00:26:47
Speaker
So we want to make sure that on your website, you have these magical words that people are going to be searching for so they can find you. And I said, you're going to use these magic words everywhere.
00:26:57
Speaker
Your flyers, your website, your social media, your newsletter. Find out the words that describe your farm that your customers are going to be using to find you.
Building Trust through Transparency in Marketing
00:27:10
Speaker
And so on this flyer, I just put grass fed, grass finished, beef, forest raised pork, pasture raised, chicken and eggs, chemical free, all regenerative meats.
00:27:21
Speaker
And those are my magical words for my farm. Every farm is going to be a little bit different. But we spend a lot of time on that because I have to hammer this point home because as farmers, we see our farms differently than our customers do.
00:27:34
Speaker
Like I could spend two hours describing how I do rotational amp grazing with the cows and what different types of foliage I'm looking for in my pastures to make sure that it's time to move them in and how often to move them and mobile water lines and yada, yada, yada. Guess what? My customers don't really care about that. I've got maybe one or 2% of the really hardcore ones.
00:27:58
Speaker
Yes. Do it on a reel because that's interesting for about 60 seconds. But when they're searching for you, they're not looking for that particular. They're looking for, let's say, grass-fed, grass-finished beef.
00:28:10
Speaker
They're looking for the food because they're thinking about their children and what they're going to feed their children. And they are starting to make the connections that the food at the grocery store is like a low grade poison that we've all been. Yeah. Do you, I don't even call it food.
00:28:27
Speaker
Do you call it food? No, it's fake. It's fake food. There's wax on all the vegetables that, They're injecting the fruits with all these kind of crazy things to make a shelf stable forever.
00:28:39
Speaker
The meat's terrible. In the entire middle of the grocery store is all poisonous stuff in a box. now might as well put a brain oggle on it. High demand for farmers' food.
00:28:50
Speaker
And like already the statistics where people would, for nine and 10, they would shop for farmers. And so it's just, it's there. It's like literally dripping demand. And so our job, As farmers are for us at Barnes or to help farmers tap into that.
00:29:04
Speaker
It's there.
Direct Customer Engagement through Markets and Events
00:29:05
Speaker
Just got to tap in and get in front of those buyers, let them know you exist and then make it easy to get the food. So you do have to have self-serve ordering because people don't like phone, text, email just to get eggs. They want to just put a credit card.
00:29:17
Speaker
Oh, And hit subscribe or hit buy and then it shows up. And they like habits too, right? So it's interesting. You can't just offer a pickup once randomly. Like you have to be like weekly or monthly or whatever is normal for your product, right?
00:29:30
Speaker
And people need to trust the habit of getting the chicken or the eggs or the beef regularly because guess what? They eat regularly. They are. Turns out people eat like every day. It's crazy. ah Turns out they like the same thing on their plate. They shop once or twice per week where we think like we're farmers, right? So we are, we live way out in the country.
00:29:55
Speaker
We probably have a Costco membership that we go once a month and like buy $400 worth of stuff, and that's enough. We grow most of our own meat, so we have like enough stuff for a month at a time, minimum, as farmers.
00:30:10
Speaker
That's not how our customers shop. That is so insane to customers that we're not going to the grocery store every week or twice a
Community-Based Marketing Tactics
00:30:18
Speaker
week. It is true that you are not your own customer, which is a really great myth. I actually just, you'll love this because you know our account managers who are amazing.
00:30:26
Speaker
I just did a podcast with Corey and he was talking about how you aren't your own customers. We did a whole thing. You'll love it on the myths of marketing. and We did myth busting.
00:30:36
Speaker
Yeah. Like who is your customer? Your customer buys differently than you do. And that's okay. You just have to know that because if you know that it's not you, then who is it?
00:30:47
Speaker
Then who is your customer and how do they buy? Who are they feeding? What do they care about? Like, It can break you out of the mode of just assuming customers think and buy and eat like you, and they don't. And so then you can start asking really awesome questions about, well, then what do they want?
00:31:02
Speaker
And then Corey's like, they'll pay $15 for you to put it on their doorstep. They don't even care. He's like, money doesn't matter, which doesn't seem normal to you, does it? No.
00:31:13
Speaker
As a farmer, we're like, you want to charge me $15 buy? Bring a couch to my house. Forget about it. I'll go pick it up myself. Go pick it up. Yeah. ah So kind of myth busting, but yes, people buy every single week. They want the consistency. They want it ideally on their doorstep or somewhere very proximate to their home or their routine and then they'll pay for it.
Adapting to Modern Consumer Behaviors
00:31:36
Speaker
It's pretty cool.
00:31:37
Speaker
Yeah. God forbid during one of the classes, I go on a rant about beef cut sheets because I consider that part of your marketing. If you're going to have a bunch of cuts of meat that suburban moms aren't used to cooking, like forget about it.
00:31:54
Speaker
Just grind it because we're, we're so like the picnic roast off of a hog. Like no one's cooked a picnic roast in a hundred years, but every hog butcher still has it on their cut sheets. You want that picnic roast?
00:32:09
Speaker
You know, it's, right next to the Boston Bud, it'll take four hours longer to cook than a Boston Bud. You still want it? And you're like, well, I can't let anything go to waste. so So you end up with chest freezers full of picnic roast. like, guys, just grind because these people eat sausage every day of their life, it seems like.
00:32:29
Speaker
And chicken, like if you're only doing whole chickens, you got to cut the breast out because you could almost charge the same price for two breasts as you could for the whole chicken itself, they will pay for it.
00:32:44
Speaker
I'm like, please trust me, guys. I've been doing this for five years and they've been paying the price that I put at chicken breast that equals if they bought the whole chicken. And guess what?
Essential Marketing Skills for New Farmers
00:32:54
Speaker
I'm selling out of chicken breast all the time.
00:32:58
Speaker
That is so true. It's what they eat and what's fast and easy and familiar because they're busy. They're busy. Okay. We have to talk about session number two and three. So what do you talk about in the second of three classes in a given month?
00:33:12
Speaker
I have to finish week one first. Do it. Do it. End week one. If I'm on time and I get through all the slides, which never happens, but we're supposed to get at the end of week one, partnering with local businesses.
00:33:25
Speaker
And so we talk about finding a local business that's in the same groove as you that wouldn't mind being a pickup location. And maybe you can hand them some free hats and t-shirts and flyers and stuff that they could hand out.
00:33:38
Speaker
Find someone who's really, really into what you're doing as a local business and find partners in that world. So that's the end of week one. Then week two, and I'm going off a memory here, so don't hold me to it. and Well, I can't let you tell everybody everything that's in these classes.
00:33:54
Speaker
They have to show up, Alex. Good point. All right, I'll skim by. Give him a teaser. Yeah. Okay, so week three, we talk about your brand and why...
00:34:07
Speaker
your brand is different than your business and why knowing your brand is so important. Then we talk about fulfillments, subscriptions, packaging, pricing, and why all of that is so crucial. This is where I usually go on my beef cut sheet rant.
00:34:24
Speaker
Yeah. and And then we finish that session with partnering with local churches and religious centers and how there's a lot of opportunity there that no one's ever really thought of.
Storytelling as a Marketing Tool
00:34:37
Speaker
Then last week, we talked about educating your customers and why ah continual education of the customer is so important because we know way more than we think we know.
00:34:52
Speaker
And our customers are fascinated by almost anything we have to say about what we do. And all we have to do is just talk about what we do as farmers and maybe put some cows in the back or some chickens in the back and of your Instagram video.
00:35:10
Speaker
I love the cows and chickens in the back. yeah it It works. It works on everybody. And I mean that in the nicest way. You're showing everyone the way your animals are raised. You're showing them your husbandry without having to say it out loud.
00:35:27
Speaker
And so you're knocking out two birds with one stone. I'll do videos where I'm talking about high fructose corn syrup, but I have cows in the background and I'm doing two things
Reflections on Teaching Grassroots Marketing
00:35:37
Speaker
at once. And it's engaging to the people because they're like wow, look at those cows over there. That's pretty cool.
00:35:42
Speaker
And wow, what is he saying about soda and corn syrup? This is crazy. And it just adds another level of excitement and engagement because when I use my social media, I'm usually trying to teach people something. So you need more than like six seconds, which I know is the average attention span.
00:36:01
Speaker
So I have to do some extra stuff to try to keep it a little more engaging. So we'll talk about tips. You have to deal with the short attention span consumer type all of us are today. Yes. I appreciate that.
00:36:15
Speaker
I do. I do. And you're passionate about it, right? And that comes through. Yeah. And I think that's so important, so important that that comes through in those reels or short videos. And do you ever talk a little bit about that in your classes too?
00:36:28
Speaker
Yeah, I did. i went on a rant yesterday about enthusiasm sells. And this is something that was told to me by a business mentor of mine that's very successful. And he said, it doesn't matter really what you're selling as long as you're enthusiastic about it.
00:36:44
Speaker
And so I've taken that to heart and I see it totally true. If I'm talking to a customer I've got like a hundred interactions in my mind or now of talking to customers who are on the fence about something. Maybe it's buying a quarter cow, or maybe it's trying raw milk for the first time, or maybe it's, you know, buying eggs from us instead of the grocery store for the first time.
00:37:08
Speaker
And when I, tell people about what we do and why it's
Creating Meaningful Customer Relationships
00:37:14
Speaker
different from what they're used to and why I'm so excited about being able to provide food for people.
00:37:21
Speaker
And if I bring my energy up, that's usually deal breaker for them. That's what's going to turn the tide from them being on the fence and then switching to, I'm totally in, ah love what you do.
00:37:35
Speaker
let me grab my checkbook. And so, yeah, enthusiasm sells. It's a one of those things where it's like, yeah just do it. I do i do have a spot for farmer's markets. So we talk about, we have one slide for farmer's markets.
00:37:49
Speaker
And sometimes I'll take a while on that because I love farmer's markets. i have one tomorrow. And I'll talk about being nice and engaging. And that's when I'll see, I'll be looking on the Zoom class.
00:38:02
Speaker
And I'll see some people put their heads down or like, oh God. You have like a curmudgeon radar yeah because you've mentioned that word like three times. Yeah. Hey, we all like to meet the curmudgeon sometimes, Alex.
00:38:14
Speaker
Even I do. Yeah. Well, I was there. So I know like I know real recognizes real. Like I was the curmudgeon who didn't want to ever see anyone. And then now I've been doing this one farmer's market for five years now.
00:38:27
Speaker
And I love, I was so excited. I showed up. An hour earlier than I was supposed to this week on Tuesday because it was the first opening day and I was so pumped.
00:38:37
Speaker
Oh, fun. And I get to see all my favorite customers and interact with them and show them all the new stuff we've got this year. And so I love it. And don't know. It's usually the ladies in the class will like smile and nod when I say like, you need to be nice and engaging and, and,
Overcoming Challenges in Customer Engagement
00:38:54
Speaker
you know, ask them how they're going to cook the chicken and how, you know, ask them but how many kids they have or whatever, talk about their shoes or anything. And the guys would be like, Oh, geez. All right. Like guys, you sign up to be a direct to consumer farmer.
00:39:11
Speaker
You have to be engaging. You need like a thousand amazing customers. Okay. You got to get to this point where like people love you. yeah, and There was another farmer that I know that I'm going to leave unnamed that people around our area says it's not very nice guy.
00:39:31
Speaker
And they told me that they shop with me because I'm nicer than the other guy. And I was like, we have like the same product. Yeah, I believe it.
00:39:43
Speaker
It's really important. I will say ah couple things. I will say we do have farms that aren't at farmers markets and are highly successful. They crush it from email marketing. Yes.
00:39:54
Speaker
Which is really great if you happen to be more introverted, whereas like you then just get really good at collecting emails and sending out emails and you can send photos. Right. And that is engagement, even though it's not direct engagement and it works and it's amazing.
00:40:10
Speaker
And we have, like I said, farmers that do it without going to farmers markets, or we have farms that are trying to get out of farmers markets or get out of many of them, right? Reduce it, reduce their footprint. And when you build up your email list and are consistent and it's easy to shop and easy to get your food, it can completely work.
00:40:26
Speaker
I will say you can't just email and it works. You have to have the ability for people to shop from you online and it has to show up at their doorstep or near their home. The convenience factor has to happen or people will not buy or only a few will.
Creativity and Persistence in Marketing Efforts
00:40:39
Speaker
Yeah.
00:40:39
Speaker
And so it is possible, but yes, engaging is good. Too many farmers markets is a bad thing. Yeah. Yeah. If you can't handle it, you unless you're Tom Bennett. Unless that's your plan and you're really trying to, there are farms that are taking over one state after another. Yeah. Yeah. the Veterans Liberty Ranch is the same thing down in Texas, but it works and they have it organized and coordinated. And at Barn to Dor, we love that because they will say time and again,
00:41:05
Speaker
And this is kind of tutti mohern, I guess, but like they couldn't have done it without Barnes and Dora because you you have to stay organized if you're going to grow. Like if you're going to scale, if you're going to double your business, triple your business, go to yet another community, et cetera, you have to be organized with your orders and your pick and pack lists and your finances and all your customers and everything else. And, you know.
00:41:25
Speaker
Don't spend six hours a day on email. Let the system handle it. So you only have to spend 10 minutes a day. So there is something to be said for being organized if you want to grow. And so, yeah, there's so much good out there, isn't there? But yes, farmers markets are actually, if you are there, spectacular opportunity to engage your community. Yeah.
00:41:43
Speaker
And you get a lot of email addresses at farmers markets. Yep. Bingo. what I tell people in the class is if you're just going to farmers market and you're getting 20 30 emails a week,
00:41:55
Speaker
You don't sell anything there. Just go get the email addresses. I know. It's actually about email addresses. Nice if you sell some stuff. I keep my clipboard right next to
Adapting Marketing to Audience Preferences
00:42:06
Speaker
me during class because I'm like, guys, it's this simple.
00:42:10
Speaker
It's got my logo. It's got, please put your name and email here. And that's it. It's not complex. But if you don't have this out at the market, yep then you're not going to get any new emails.
00:42:25
Speaker
And guess what? Emails are going to sustain you in the long run. Yes. Have a clipboard. Have a clipboard. Our team makes a QR code for farmers if they need it. And then on the POS device at Barn2Door Powers, it collects emails automatically, which is really cool. Yeah. So there's a lot of opportunity to collect emails. Okay.
00:42:44
Speaker
I have to tell you, i was talking to a farmer the other day and reverse stereotype, by the way, was a female farmer who was more introverted and her husband's extroverted one. And she's like, oh, I have to talk to people. And I mean that in the nicest way, because again, sometimes that wears half the population out. Right.
00:42:59
Speaker
And she's like, my husband just says, well, to the customer, well, what did you have for dinner last night? And she's like, wow, that's brilliant because everybody ate dinner last night. yeah And it's about food. And it's about food.
00:43:10
Speaker
So I think if I think Alex, you should add this to your grassroots marketing class. Like, okay, if you don't, they don't know the questions, just give them three questions to ask.
Effective Marketing Practices and Consistent Communication
00:43:20
Speaker
Oh, that's great.
00:43:21
Speaker
Yeah. What did you have for dinner last night? Easy questions. Right? I'm sure you have plenty. You can tell them. I like the one where you just ask, what are you going to do with this stuff you're buying?
00:43:33
Speaker
You know, how are you going to prepare it? What are you going to put it in? Even if it's like sausage, there's going to be something exciting and they'll tell you something and it'll spark a memory that you had when your mom cooked it the same way. Ooh, I like that. This is one reason I still love these farmer's markets is that you make connections with customers on a person to person level that,
00:43:55
Speaker
It builds a loyalty with the customer that they're just like, man, I just really love getting my food from these guys. And they're so nice and engaging and they're real people. Yeah.
00:44:06
Speaker
Cause we've been buying food from, and don't even want to know these giant corporations for so long and, that we don't even know who it is. And you have the opportunity now to connect with a real farmer that actually grew the food that you're feeding your family. like It's just a really amazing concept for people that they're like, I can actually finally trust the food now.
00:44:30
Speaker
How amazing is that? How amazing is that? Drop a mic. Thank you. Thank you for all you do. It's so funny. Passion-wise, literally, that's what we're passionate about is helping farmers just crush it.
Engaging with Community Organizations
00:44:43
Speaker
We finish with the opportunities for people to come to your farm. And we talk about a lot of ideas in the farm store, field trip, farm tours realm and opportunities there because there's endless opportunities there.
00:44:57
Speaker
And then we finish with partnering with schools and a bunch of different ideas that you could interact with schools in a way with your farm that people haven't thought of before. So...
00:45:08
Speaker
You know, Alex, I love the idea of and when you say partnering too, there's so many good examples of what that could look like. But the neat part about it is, is if you think about partnering with a school or a church or a gym, like you're thinking of like many pockets, like little pockets of communities who once a couple of them are buying from you, guess what? Everybody else is going to hear about it. Yeah.
00:45:31
Speaker
In that little pocket. So it's it's like you're concentrating the word of mouth in a beautiful, offices are the same, by the way. Our office at Burntador, I think like two thirds of us now order like grass fed beef and poultry from the same farm.
00:45:44
Speaker
They love you guys. We literally almost track her route of delivery by who's getting like what next. And, you know, it's kind of awesome. But like offices honestly are also ah like, if you have a friend working at an office downtown and they're already buying your food, you have customers figure out where their office is. Right. And they can put it in the newsletter or flyer inside their office.
00:46:07
Speaker
and be a drop location. And all of a sudden, who knows, you have 30 or 300 new potential customers in one little
Reinforcing Practices through Teaching and Accountability
00:46:14
Speaker
drop. So anyway, just some food for thought, which we love to include on the podcast. Lots of food for thought, right? Okay, one final question, Alex.
00:46:24
Speaker
What have you learned from teaching the class? oh Oh, I didn't know you were going to drop this one on me I saved the best for last. There you go. Oh my gosh.
00:46:36
Speaker
You know what? The main thing that I've, it's hard to pick. Okay. There's tons of stuff that was actually new to me in the slides that I didn't, and I never thought about that I now apply to us as a farm.
00:46:51
Speaker
But the thing that I'm thinking of right now that might be the most important thing is the accountability that comes with telling people to send an email every week.
00:47:04
Speaker
And if I don't send an email this week, I'm going to feel like such a bum because I just told 30 other farmers to do it. And because you never feel like sending a newsletter.
00:47:18
Speaker
I don't. I bet 90% of farmers don't ever feel like doing it. So this is one of those things like. I'm glad you said that. Waking up early in the morning and exercising. You don't, you're never going to feel like doing it.
00:47:31
Speaker
But for me, i just told 30 new farmers yesterday, you got to send out an email every week. And guess what? I sent one this morning. I'm so proud of you.
00:47:43
Speaker
And I was like, I have to do it. I did it. Or else I'm going to like be a liar. I can't do it. I can't face these guys next Thursday if I haven't sent an email between now and then.
Continuous Learning and Community Collaboration
00:47:54
Speaker
ah hu Good job. So I love it. It really keeps me accountable and it keeps our sales up because sending out emails is like printing money. I remember Tom Bennett said that years ago and on the podcast.
00:48:08
Speaker
Famous quote from Mr. Tom Bennett. It's still true, Tom. It's like sending an email is like going to the ATM. Yeah. It's amazing. Yeah. It's really amazing. So I try to keep my emails engaging and fun and don't repeat the same thing over and over and over again.
00:48:24
Speaker
But you don't really have to snazz it up that much if you're going to be sending out every week. So... Correct. yeah Take some pressure off. Be nice to yourself. It doesn't have to be a book.
00:48:35
Speaker
It can be three, four, five sentences because guess what? Also, people don't scroll a whole lot. So you should mix it up and have some be short. That was one of the worst things about monthly newsletters was that I felt so much pressure to make it this...
00:48:49
Speaker
freaking essay of all these thoughts and pictures and opinions. and And when I realized people weren't even scrolling past the first page, was like, oh man, I got to start wasting all this time trying to make this big deal newsletter.
00:49:03
Speaker
No. Let's just send it out once a week and keep it simple. And that's working so much better for us. Yeah, you don't want to give thumb cramps when they're scrolling on their mobile phone. Also, a lot of people are reading and shopping on mobile phones. So keep that in mind, too. But good. Well, thank you. Wow. How fun is that? I love chatting with you.
00:49:22
Speaker
For all of you out there, there's more podcasts to come. In fact, Alex will be hosting ah podcast in the next few weeks here with one of our new fans. By the way, in case we mention that and don't say it out loud, FAM stands for Farm Advisory Network.
00:49:36
Speaker
So we have a group of farmers like Alex and some of the others that teach our academy classes or maybe mentioned in an ebook, et cetera, that we work quite closely with. They're our farm advisory network and give us advice, feedback, fill us with great ideas and work very closely with us. And we feel very spoiled.
00:49:52
Speaker
So appreciate that. But he's going to be hosting a podcast. I'm so nervous and so excited all at the same time. du great It's going to be so much fun. Thank you for doing that in advance. I can't wait to hear it.
00:50:04
Speaker
I want to extend my thanks to Alex for joining us on this week's podcast episode. You can check out more of Alex and his farm on their Instagram at Chucktown Acres. Please go check it out at Chucktown Acres on Instagram.
00:50:16
Speaker
Also, he's epic at reels. So you must do that. Here at Barn to Door, we're humbled to support thousands of independent farmers across the country. We're delighted to offer services and tools to help farmers access more customers, increase sales, and save time, tons of time for their business.
00:50:31
Speaker
If you're an independent farmer who's just getting started, like Alex just had a class of 30, which is incredible, or transitioning to selling direct, or if you've been at it a while and want to simplify your business, skip some of those potholes, frankly,
00:50:44
Speaker
Visit us at barnsdoor.com backslash learn more. Thank you for tuning in today. We look forward to joining you next time on the Independent Farmer Podcast.
00:51:01
Speaker
Thank you for joining us on the Independent Farmer Podcast. At Barn to Door, we are passionate about empowering independent farmers to build a thriving business. To all the farmers out there, thank you for all you do to grow amazing food, care for the soil, and serve your local communities.
00:51:16
Speaker
You are the backbone of our country. For free farm resources or to listen to prior podcasts, go to barntodore.com backslash resources. We hope you join us again and subscribe to the Independent Farmer Podcast wherever you stream your podcasts. Until next time.