Logos Make A Difference In Marketing
August 1, 2007 When it comes to buying fresh fruit, how much does it matter to customers where it’s from and who grew it? Is an apple still just an apple if it’s marketed without a grower’s logo in clear view? According to Eric Barrett, an educator and the agriculture and county director of Ohio State University Extension in Washington County, OH, a logo is not only a way growers can identify and differentiate their products, but also a mark of confidence in the consumer’s eye.
“Customers automatically associate a logo with an expected level of service, a certain aspect of product quality, and a general feel for what a farm is in their minds,” Barrett says. “If a farm doesn’t have a logo, it is just ‘that farm’ and customers cannot distinguish between their apples and the apples of ‘that other farm.’”
And that ability to distinguish really does matter to customers, Barrett adds. “When five trucks are lined up at a farmers’ market, and only one has a nice booth with the logo proudly displayed, which one would you go to first?” he challenges.
Barrett adds that growers need to be sure to live up to the brand behind their logos at all times. “For example, if we have a logo on a pickup truck, we need to be sure we are courteous drivers. This is hard to remember when someone cuts us off in traffic or does something that challenges our patience on the road,” he says.
Mandatory Logo Use
Growers marketing their own crops at farm markets and roadside stands cannot overuse their farm’s logo in the branding process, Barrett says. “I always tell farmers to pick their favorite retail store and take notes on how many times they see the logo from the entrance all the way to the exit,” he says. “It’s amazing to me that many farms do not put their logo on produce bags; this is a prime spot because all customers take these bags home, where other potential customers will see them and relate them to the farm’s quality products.”
For growers who don’t yet have logos, getting one can be as simple or complex — and as inexpensive or as costly — as the grower wants, Barrett says. Many operations are marketing-savvy enough to create their own logo, but the challenge there is making it as clear and uncomplicated as possible, Barrett adds.
“Don’t use an icon for every fruit that’s grown on the farm — it makes the logo too busy and won’t make sense to the customer,” Barrett says. “Logos should be simple, memorable, and easily duplicated; for many farms, hiring a professional is a good thing.”
A local advertising or marketing agency may charge as little as $200 to $300, and growers can also work inexpensively with college or high school art classes to design their logos, Barrett offers. “But be careful. You don’t want to get caught up in having to select a logo this way, because you may not get something you like,” he warns.
Finally, Barrett advises that growers think of having a logo as only a start to branding their operation and products. “Building the brand behind the logo is the bigger challenge for most farms,” he says. “Things such as making sure the farm is clean and looks good helps to put a consistent image in front of the customers at all times. Not working on these issues weakens what the logo means to the customer when they see it.”
Product Placement
The top five places growers should always use their farm’s logo, according to Barrett, are:
1. Main farm signs along the road near the farm.
2. Produce bags that customers take home.
3. All farm vehicles and produce trucks.
4. All advertisements, media placements, and sponsorships.
5. Family and employee clothing and hats.
For more information on logos and direct marketing, visit http://directmarketing.osu.edu.
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