Recap of the Direct 2021 Brand Conference
On November 2nd, Barn2Door hosted hundreds of Farmers from across the country for the Direct 2021 Brand Conference. This free, virtual event showcased Farmers and notable speakers to share best practices on how to build a strong Farm Brand through in-person and online platforms.
Featured Farmers shared the tactics they’ve used to grow their brands locally. Keynote Speaker Saul Spady from Dick’s Drive-In offered insights into building a resilient business model in a commodity market. Barn2Door team members provided tactical guidance on how to incorporate your Farm Brand through different activities like Delivery, Subscriptions, email marketing, and more.
Here are key takeaways from each presentation. If you’d like to access the videos in full, you can freely access the recordings online on the conference website: Direct Brand 2021 Farm Conference Video Archive.
KEYNOTE PRESENTATION
5 Steps to Building an Iconic Local Brand in a Commodity Market
with Saul Spady, Dick’s Drive-In
A part of the 3rd generation lineage of a decades-old restaurant chain in Seattle, Saul Spady of Dick’s Drive-In joined us for the Keynote presentation. Despite competition from billion-dollar brands, Saul shares how Dick’s Drive-In wins in a commodity market: by staying true to their core values, updating their business model to keep up with the times (pivoting from cash only to accepting credit cards), and offering a simple menu that satisfies everyone’s burger needs.
Creating a lasting connection and Buyer loyalty does not come easy. Saul shares how Dick’s Drive-In has become a local staple and iconic brand within the Seattle community.
FEATURED FARMER PRESENTATIONS
Connecting with Community and Growing a Farm Brand
with Brie Casadei of Terra Firma Farm Creamery, Connecticut
With consistent communication and a commitment to serving the local community, Brie Casadei of Terra Firma Farm Creamery shares how she uses local delivery to build a strong Farm Brand.
Growing a delivery service from one (1) day to five (5) days a week within six months, the convenience of products appearing on Customers’ doorsteps has helped fuel their success. Incorporating the Terra Firma Brand on their packaging, delivery vehicles and leveraging email marketing, Brie has established a recognizable, local Brand. With the Barn2Door + Routific integration, Brie saves 35% on fuel costs on delivery day, saving money, reducing their carbon footprint, and making delivery drivers more efficient.
Building a Presence Online & Offline to Grow Your Farm Brand
with Liz Mason of Honey Bee Hills, North Carolina
Liz Mason from Honey Bee Hills (NC) discusses the tactics they use to build a consistent Brand across all channels. By incorporating their Brand on their packaging (logo, brand coloring, font) and through consistent messaging, Honey Bee Hills has created a loyal network of Customers. Leveraging the value of convenience, Liz uses Subscriptions and a Delivery service to build in-person relationships. Online, Liz keeps Buyers engaged through consistent email newsletters and social posts to stay top of mind. With convenient access to products and consistent Buyer engagement, Liz has created a strong presence in her community in-person and online.
How Farmers can Create a Winning Social Media Strategy
with Melissa and Ben of Unconventional Acres, Wisconsin
Melissa and Ben of Unconventional Acres share how they’ve grown their Farm Brand, building an Instagram following of 60,000+ strong.
Using social media to share day-to-day activities or eye-catching posts of their animals, Ben and Mel use the power of social media to drive awareness of their unconventional farming methods and unique product offering. Adapting their social media strategy to reach Buyers on the platform, Ben and Mel have found that short, digestible content that communicates their Farms’ values has been the key to their success.
TACTICAL PRESENTATIONS
Building Brand Loyalty with Subscriptions
with Mackenzie and Richard, Barn2Door
In this session, Barn2Door team members share how Subscriptions and Bundle Boxes can help your Farm business grow. Buyers are actively looking for consistent access to local products, and Farmers who offer Subscriptions drive 2x the monthly revenue versus Farms that do not.
Subscriptions can delight Buyers and build Brand loyalty. When Farmer’s pair Subscriptions with a delivery service, give Buyers flexible purchasing options, and include personalized touches like a handwritten “thank you” note, Buyers will continue to subscribe to your products. In turn, your Farm will enjoy consistent monthly revenue.
3 Farm Success Stories with Delivery
with Zoe and Alessandro, Barn2Door
Farmers across the country have pivoted to offering a direct delivery service as billion-dollar brands have set Buyers’ expectations of orders appearing on doorsteps. In this session, Barn2Door team members discuss 3 Farm success stories with Delivery - sharing the proven tactics your Farm can use to drive sales. By packaging products into Bundle Boxes, charging a delivery fee - between $8-$10 (There’s No Such Thing as Free Delivery), and engaging Buyers on all channels to stay top of mind, your Farm can create a profitable and simple delivery program.
5 Levers to Farm Success with Scorecards
with Eliza and Matt, Barn2Door
We recently announced Barn2Door Scorecards, providing Farmers with customized insights to identify where their strengths lie and where there are opportunities for growth. In this session, Barn2Door team members walk through the 5 Levers of Farm Success and discuss specific tactics to improve business operations related to each Lever - Brand, Price, Convenience, Quality, and Education.
Read: Introducing Barn2Door Scorecards - Data-informed Insights for your Farm
Barn2Door is the all-in-one solution to grow and manage your Farm business. If you’re curious to learn why successful Farms run on Barn2Door, watch this 5-minute video.